A global study by Consumers International reveals that the world and its people are hungry for truly better choices to be the default option.
A major shift is needed in the prevailing business model, which prioritises growing volumes of mediocre products through aggressive sales tactics. We are simply producing far too many of the wrong products. In addition, forthcoming EU legislation is increasing the pressure on companies to embrace product design that supports longevity and circularity. This will require companies to fundamentally redesign their relationships with customers.
Let us take you through why this change is essential.
To create a product, service or solution that is both appealing and functional, companies need to meet potential customers halfway and truly understand their needs. This may mean offering services or functionalities rather than physical products – providing solutions that serve all stakeholders, not just a few. This approach integrates the customer into the value chain, enabling them to benefit in the long term alongside other stakeholders, rather than just paying for a one-off purchase.
Instead of designing durable products for short-term use, or disposable items that waste valuable resources, a circular system thrives on well-crafted, thoughtfully designed products. These are items that users can commit to, adapt to their lifestyles, repair, share and imbue with personal stories, rather than just satisfying fleeting trends in appearance.
The psychological aspect of consumption must be considered alongside technical, economic and environmental factors. Too often, the human perspective and a supply based on real needs are left out of the equation. Disguising profit growth as service only works as long as there is a genuine intention to solve the customer’s problems.
To illustrate key issues, the following examples offer valuable insights into improving the competitiveness of better, circular alternatives.
Case: Service
As a long-standing customer of a major telecoms provider, I am accustomed to annual service calls to check that I am happy with the service. The curious thing is what happens next: my feedback is ignored.
For several years, I have responded with the same answer: “Everything is fine as it is; can we maintain the status quo? But every time, they persist in trying to sell me more than I need, and eventually raise their prices without any clear justification, even though their services have not changed.
Case: Product
I recently had the frustrating experience of having to replace an expensive piece of equipment because it was no longer receiving updates, even though it was in perfect working order. I ordered a replacement, only to find that it would take at least two weeks to deliver – or longer, beyond the time I could reasonably wait.
When I called the customer service, I found that the telephone support line no longer existed. The chat function turned out to be a bot that acted as a barrier between the customer and the service provider. After finding the ‘magic question’, a human finally joined the chat. I explained my time constraints, but instead of resolving the issue, I was cryptically offered the option to cancel my order, with no clear solution to my delivery concern.
The outcome
What lessons can we learn from this? Many, to improve the viability of truly better, circular alternatives in what remains a highly linear world:
- View customers as partners and create a collaborative model that benefits all parties. This requires curiosity and a willingness to evolve the relationship together.
- Move from one-off transactions to long-term partnerships where real needs are met rather than artificially created.
- Prioritise clear, human-centred communication, especially as remote interactions often hinder true understanding. Messages are always interpreted through individual perspectives.
- Focus on customer satisfaction rather than short-term revenue maximisation, recognising that engaged customers create a stable, long-term revenue stream.
- Avoid planned obsolescence by designing durable products and supporting their longevity with complementary services. Idolising constant newness is unsustainable and wastes valuable resources, including time.
- Use customer feedback as a development resource to improve engagement and satisfaction. Stronger relationships are more likely to withstand challenges.
Author: Jenni Savander, Circular Economy Expert
