Network Aims to Dispose of ‘Throwaway Society’

A groundbreaking initiative that could lead to the development of longer-lasting consumer goods is under way in the UK

The research network will focus on how cars, furniture, clothes, household appliances and other consumer products can be made more durable. Until now, little research has been carried out in this area, even though increased product durability would help to conserve the Earth’s resources and minimise waste.

The aim is to promote the exchange of ideas between social scientists, designers, engineers and marketing specialists from both industry and academia. It will be established and managed by a team from Sheffield Hallam University, with funding from the Engineering and Physical Sciences Research Council (EPSRC).

Fashion consciousness, sophisticated marketing and falling prices are just three of the factors that encourage consumers to replace products more regularly than necessary. The result is an ever increasing demand for consumer goods that in the long-term will be unsustainable.

Successfully tackling this complex problem will demand a clear understanding of what drives consumer behaviour and how products can be designed to ensure they are considered attractive and useful over a longer period. It will also require a wider appreciation of the potential benefits of sustainable consumption, e.g. freeing consumers from the pressure to invest in the “latest” products and enabling forward thinking businesses to profit from meeting demand for more durable goods.

Dr Tim Cooper is leading the initiative. He says: “We aim to look at as wide a range of products and sectors as possible. We want to build a network with a real-world feel and use it to kick-start a strategic discussion on this key sustainability issue”.