There is a growing movement afoot to extrapolate future value from products that have served their original purpose or reached the perceived end of their useful life. We call this trend ‘re-commerce’. It happened a lot in the period after the Great Depression and WWII. The psychographics of a whole generation were shaped in this way. It’s not surprising that in this new age of austerity people are re-thinking and re-purposing used products.
The goal of a more sustainable lifestyle will continue to be a most important priority for years to come.
Another growing ‘green’ trend in 2014 and beyond will be the continuing phenomenon of brands helping consumers to recycle by taking back all old items from customers, and then actually doing something constructive with them.
Consumers are increasingly aware not only of the financial value in their past purchases, but the material and ecological value of ‘stuff’ as well as the future value.
This uncertainty is shaping a sustained and systemic change to shopping habits.
In October 2013 Apple expanded their successful recycling program to the UK, paying customers who bring in their old iPods, iPhones, iPads, Macs and PCs.
“iPhones hold great value. So, Apple Retail Stores in the UK are launching a new programme to assist customers who wish to bring in their previous-generation iPhone for reuse or recycling. In addition to helping support the environment, customers will be able to receive a credit for their returned phone that they can use toward the purchase of a new iPhone” Apple told The Telegraph in London.
Here’s an example from Coca Cola in Vietnam. This idea will be rolled out across Asia soon. http://www.adweek.com/adfreak/coca-cola-invents-16-crazy-caps-turn-empty-bottles-useful-objects-158136
