'The vast range of products they have already launched globally', he says.
Even household names that appear almost completely reliable and in control of their respective sectors can be prone to making mistakes.
It went bust in 2021.
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Why not stop manufacturing new goods entirely, instead of trying to cut emissions?
But now, the days of gigantic tech companies may be numbered for a different, literally existential reason: their components, extracted from natural resources, are finite, and their production processes are simply unsustainable.
Countless brands and businesses claim they're moving towards "carbon neutrality" and "net zero". However, this shifts attention away from the crucial change needed: instead of reducing emissions, perhaps the true solution lies in ceasing production of new products and figuring out ways to repurpose the numerous, currently unused products that already exist.
Major brands should focus on sustainability and reusability rather than on selling commodities. And they should encourage consumers to adopt this mindset.
I see your point, it's not straightforward, not when you consider sales have traditionally been driven by the notion that newer items are always better, that older things are outdated, unfashionable, and not very useful. The usual assumption has been to keep producing, keep profiting.
, an iconic symbol of play that's almost a century old and thriving more than ever. The company's success has rested on the fact that its bricks are universal: wherever you are in the world, regardless of which set you buy, whenever you bought it, those little modular bricks will mesh together without a hitch. Yet, there must be millions of bricks just gathering dust or languishing in landfills.
In terms of both its physical product and brand identity, Lego couldn't be more well-suited to re-use: it explicitly states its aim is to "inspire and develop the builders of tomorrow through creative play and learning". Consequently, it could adapt to become a facilitator of play and learning using its existing products, rather than manufacturing new ones: after all, sustainability is fundamentally inherent to the concept of the "builders of tomorrow", since they won't be able to build a thing if we carry on depleting the earth's resources.
Lego could launch a "new" product line – perhaps a "cities of the future" kit – composed entirely of recycled bricks and with instructions that gently introduce the ideas and practices of sustainable building and living.
There is a vast scope for brands to make a genuinely positive impact
In particular, this comes amidst recent reports of the company's increasing profits, but a deterioration in its environmental and sustainability record.
The eco-friendly slogan should highlight the impact it has on the planet, just as much as on the individual who uses it.
Major companies now have a chance to set a global benchmark for action. They could make a remarkable statement by publicly announcing that they've surpassed their limits on using natural resources, pledging to stop extracting any more, and instead, directing their vast resources towards recycling what they've already got. This could be done while still running a financially sustainable business.
Sweeping positive changes of this magnitude would fundamentally alter the business models, making them genuinely sustainable and could spark significant alterations in the way businesses operate globally. Doubtless, this would have a profound effect on our connection with the Environment, highlighting a difficult reality - we've taken everything the Earth has to offer.
At first glance, this might seem overly optimistic, but in reality, there's substantial scope for brands to truly make a positive impact – while still staying true to their fundamental values and what underpins their appeal and success.
Bear in mind the legendary quote "think different" from Apple, now a retired slogan: the company has always been about innovating and progressing - it has long positioned itself as the brand that drives us forward.
We need to stop using "innovation" as a synonym for "new".
Clearly demonstrates its mission to remain the world-leading innovation brand of the 21st century - not least through concentrating on designing "durable, long-lasting products" and "enhanc[ing] material recovery".
It must take this a step further and become the first tech company to state a resource cap, no longer extracting fresh natural resources and instead depending entirely on recycling and reusing existing materials.
Tech brands of the future should put a hold on developing new hardware, masterfully breathe new life into the vast supply of existing products, and concentrate on innovating primarily through software advancements.
reorienting from an old idea or approach to a new one – essentially rotating away from a manufacturing and consumption model towards bold, genuinely sustainable, precedent-setting sustainability.
programme, which uses vintage and deadstock items to make new locally designed and produced products.
Brands must strive towards a shared re-evaluation of how they see their target audience and what their fundamental principles represent – and they can achieve this transformation without ever compromising their market position.
They must re-allocate their resources to capitalise on what they already possess – influence, profits, a belonging to a huge following, their global dominance in the market. Business leaders have an opportunity to alter the course of human history.
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via Unsplash.
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