Narratives of product longevity: a business vs. consumer perspective

Authors: Lisbeth Løvbak Berg and Marie Hebrok

Abstract

This paper explores narratives of product longevity expressed by businesses and consumers, with the aim of illuminating and comparing ways in which the two stakeholder groups express their engagement with products in the context of prolonging their lifespans. We base our analysis on consumer focus groups and interviews with company representatives. Our focus is on textiles (incl. clothing) and furniture. We find that technical and emotional durability are the two dominant ways of understanding product longevity by company representatives. Consumers, however, tell a different story, of living with their things, of use, of time passing, and of life events triggering change. This is a context in which social and systemic factors play a large role in determining the lifespan of a product – factors that are external to the product itself. Although all can agree on the importance of technical durability, problems connected to excessive production volumes and how products feature in everyday life are avoided in narratives produced by business actors. We argue that corporate narratives of product longevity are diverting our attention away from production toward consumption, keeping questions of volume and growth at arm’s length. These conflict with consumer narratives of product longevity that grapple with the materiality of the things within the context of lived lives in a consumer economy.

Click here to download and read the full article.

Click here to download and read the full conference proceedings (aalto.fi)

Regulating Fast Fashion out of Fashion

Authors: Ingun Grimstad Klepp and Kerli Kant Hvass

Abstract

Among sustainable fashion and textile themes, product durability has recently come into focus within EU policy making. The dominant understanding is that increased textile lifespan will reduce environmental impacts, but this intrinsic link is not supported by research. The volume of clothing produced poses the greatest environmental burdens. Increased clothes availability leads to longer lifespan due to reduced utilization. To reduce the environmental impact of increased textile volumes measures should be expanded to encompass not only product design, life-prolonging, and end-of-life strategies, but also the volume of products to market. This concept paper contributes to the debate on how to address the growing amount of textile waste by applying the knowledge gained from consumer research regarding clothing use and proposing a regulatory measure called Targeted Producer Responsibility (TPR). The central method of TPR is waste analyses which relies on actual use – or non-use – of products as the starting point for eco-modulated fees. TPR reverses EPR and uses waste for overproduction knowledge, thus proposing a tool that can potentially reduce the total environmental impact of textiles.

Click here to download and read the full article.

Click here to download and read the full conference proceedings (aalto.fi)

Why won’t you complain? Consumer rights and the unmet product lifespan requirements

Authors: Kirsi Laitala, Lisbeth Løvbak Berg and Pål Strandbakken.

Abstract

The Consumer Purchases Act is one of the cornerstones for ensuring that businesses are liable for defective or faulty products that do not meet the minimum requirements for lifespans. However, this right is too seldom used by consumers. This paper discusses the reasons for not complaining based on six consumer focus groups, where in total 36 consumers described furniture, electronics, and textile products that they were dissatisfied with. Many complaints were not made due to consumers’ cost-benefit evaluations, where they considered the economic costs, time use, and the needed effort, as well as the probability of getting the complaint accepted. Many participants lacked the competencies required to make the judgment when the right is applicable and where and how to proceed. Further, the expectations based on price and brand, properties of the product such as materials, as well as the type of fault and its relation to use were important. Strengthening and extending consumer rights to complain are discussed as an important part of the strategy to increase the quality of goods and extend their lifetimes. The findings show barriers and opportunities to the efficacy of this strategy that is highly relevant for policy development. There is a need for clear guidelines on what the consumer rights are for the specific products, what is considered unacceptable abrasion and normal use, and differentiation between commercial warranties and legal rights. Complaints are an important avenue for businesses to gain information about the performance of their products, and for legal durability expectations to be enforced.

Click here to download and read the full article.

Click here to download and read the full conference proceedings (aalto.fi).

Flawed or redundant: products with long lifespans against the odds

Authors: Harald Throne-Holst and Kirsi Laitala

Abstract

Many strategies are proposed that should enable the consumers to keep using the products for longer, but there is less research on which and how consumer practices contribute to longer lifespans. In this paper we focus on two specific, distinct ways of reaching long lifespans: 1) retaining redundant products even though they are not needed or used, and 2) keeping on using flawed products despite they no longer functioning, fitting, or delivering the expected service level. In the former, the products are passive while in the latter they remain in active use and thus reach longer service life. The discussion is based on six focus groups conducted in connection with the project LASTING. The overarching theme was product longevity of three product groups: electronics, textiles, and furniture. Our analysis points to five categories of explanations for products that are either kept despite the lack of any intention of using them again or retained in active use despite flaws: Economic, Ethical, Social, Emotional, and Intentions. It remains important to focus on active service life and various ways to promote it to reduce the environmental and climate impacts of consumption. The role of each of the five categories will be discussed, as well as implications for sustainability and policy options.

Click here to download and read the full article.

Click here to download and read the full conference proceedings (aalto.fi).

THE PLASTIC ELEPHANT: Overproduction and synthetic fibres in sustainable textile strategies

Authors: Ingun Grimstad Klepp, Lisbeth Løvbak Berg, Anna Schytte Sigaard, Tone Skårdal Tobiasson and
Lea Gleisberg

Summary

In this report, we examine national, international and corporate strategies for sustainable textiles to understand if and how they embrace the increased production volumes based on synthetic materials, which can be referred to as the ‘plastic elephant in the room’. This is done through a lens of four questions. First, we look at whether the strategies discuss growth in production volumes and possible measures to stop this growth. Second, we examine whether they address the plastification of textiles. By plastification, we mean the increasing share of plastic fibres used for textile production. Third, whether they discuss the raw material for plastics, and fourth, plastic waste. The results show that none of these questions that can reduce the environmental impacts of clothing production are given a central role in the strategies.

Click here to read the full report.

Microplastics or microfibers: Does anyone really get what this is about?

OPINION: What we do know, is that all synthetic clothing and materials, sooner or later, will become microplastics, a «time-delayed» pollution bomb. And thus, they will ultimately become a problem for seabirds, and us.

A new report on microfibers in waterways is gaining attention, as it claims the results show more natural fibers than synthetic ones, and therefore demonizing microplastics is wrong. However, a very recent study on the intestines of seabirds gives a different conclusion: Fossil-based particles do cause harm.

The recent report from The Microfibre Consortium (TMC), together with the Norwegian Research Center/NORCE has analyzed samples taken along the coast of Kenya and Tanzania, and found that of 2403 textile fibers in the water, 55 per cent were of natural origin, 37 per cent were synthetic and 8 per cent viscose/rayon-based.

To read this op ed, written by Professor Ingun Grimstad Klepp, Founder of Fibershed, Rebecca Burgess and journalist and writer Tone Skårdal Tobiasson, follow this link.

Want Not, Waste Not: Preliminary findings

Author: Anna Schytte Sigaard

Summary

This project note presents preliminary findings from a PhD project looking into textile waste from Norwegian households. 28 households collected textiles that they would have otherwise discarded for a period of six months. The textiles were collected by the PhD candidate during visits to the households where qualitative interviews were carried out. Then, all textiles were registered along with information from the interviews. The findings indicate that most of the discarded textiles are clothes and shoes. However, when broken down into textile categories, household textiles represent the largest group of discarded textiles. In addition, findings show that about one third of the collected textiles were in a very good condition, either like new or with only minor changes. The fiber content of the textiles corresponded with the preliminary findings from work package 2 in Wasted Textiles, as there was an equal distribution between 100% synthetic textiles, 100% non-synthetic textiles and textiles containing a mix of these. It was also found that the largest group of users were adult women, especially when looking at number of textiles discarded. If weight was applied instead, the difference between the genders evened out more. As these findings are preliminary, it is too early to provide any hard conclusions. Instead, the project note is meant to grant insights into the kind of data that will eventually be available and shared with the project group.

Click here to read the full project note.

Reducing Plastic in Consumer Goods: Opportunities for Coarser Wool

Lisbeth Løvbak Berg, Ingun Grimstad Klepp, Anna Schytte Sigaard, Jan Broda, Monika Rom and Katarzyna Kobiela-Mendrek.

Abstract

Production and use of plastic products have drastically increased during the past decades and their environmental impacts are increasingly spotlighted. At the same time, coarse wool, a by-product of meat and dairy production, goes largely unexploited in the EU. This paper asks why more coarse wool is not used in consumer goods, such as acoustic and sound-absorbing products, garden products, and sanitary products. This is answered through a SWOT analysis of results from a desktop study and interviews with producers of these products made from wool, as well as policy documents relating to wool, waste, textiles, and plastic. Findings show that on a product level, the many inherent properties of wool create opportunities for product development and sustainability improvements and that using the coarser wool represents an opportunity for replacing plastics in many applications as well as for innovation. This is, however, dependent on local infrastructure and small-scale enterprises, but as such, it creates opportunities for local value chains, value creation, and safeguarding of local heritage. The shift to small-scale and local resource utilization requires systemic change on several levels: Here the findings show that policy can incentivize material usage transitions, but that these tools are little employed currently.

Click here to read the full paper (mdpi.com).

Natural and Sustainable? Consumers’ Textile Fiber Preferences

by Anna Schytte Sigaard  and Kirsi Laitala

Abstract

Textile fibers have become a major issue in the debate on sustainable fashion and clothing consumptionWhile consumers are encouraged to choose more sustainable and circular textile materials, studies have indicated that a reduction in production and consumption has the greatest potential to reduce the total environmental impact. This can be considered an ecocentric perspective with a focus on degrowth as opposed to a technocentric view where new technologies are expected to solve environmental problems while economic growth continues. Based on a survey in Norway (N = 1284), we investigate how the techno- and ecocentric perspectives impact Norwegian consumers’ fiber preferences and perceptions and the corresponding effects on their clothing consumption. We found that the majority of consumers preferred natural fibers compared to synthetic materials. This contradicts current market practices and the recommendations by material sustainability comparison tools such as the Higg Material Sustainability Index (MSI), where many synthetics receive better ratings than natural fibers. We also found that perceptions of high sustainability regarding fibers were negatively correlated with reduced consumption. Our study suggests that a continued focus on material substitution and other technological measures for reducing climate change will impede the move toward sustainability in the textile sector.

Click here to read the full article (mdpi.com).

A functioning ‘functional unit’?

Ingun Grimstad Klepp and Tone Skårdal Tobiasson

What on earth is the functional unit of a winter coat, t-shirt, a warm sweater… or a pair of boots?

For LCA-based tools and category rules, there is a central idea of a “functional unit”. How this will function in the ongoing work with EU’s PEFCR (Product Environmental Footprint Category Rules), is based on the number of days of “usability”. Let’s explore what this means.

Before we embark on this commentary, please be advised: The authors live in a climate that is cold and increasingly wet with very volatile climatic changes, they love wool and they like to provoke. As the warning has been issued, proceed with caution.

A “functional unit” is most often described for paint. It is not the liter of paint that has an environmental impact to be reconned with, it is, however, a painted wall one year that is the “functional unit”. With a “good” paint as opposed to a “less good” paint you can paint less often and therefore you need less. The functional unit, is what the paint is supposed to do, keep the walls protected and good looking for a certain period of time. This is at the very core of a life cycle assessment. It defines what the environmental footprint is. So far so good. Let’s then move on to apparel.

The reason why we are asking the question in the headline, was one of the drearier days in Oslo before Christmas. We had had several days of cold, snowy weather and there was a sudden change. Plus degrees and salted streets and sidewalks resulted in a cesspool of water and slush. Tone had made the mistake (she lives on a hill, where the weather is colder) of wearing her wool boots downtown. Ingun, who also lives on higher ground, had on the other hand, donned her new, lined rubber boots bought at a flea market. As the two of us emerged from the offices of Consumption Norway into the debacle of sidewalks and streets, Tone realized her new wool boots could risk a “functional unit” melt-down. They risked having to be replaced after only five, six days of use.

And how was this supposed to be computed by the LCA calculations? In the technical secretariat for PEFCR for apparel, this is now being done by projecting, making assumptions on how often something will be and can be used, but not on actual real-life use. But projecting the weather fluctuations as a result of global warming, which is also extreme cold periods, where the norm is “unnormal”, is not part of looking into the crystal ball. Also, increasing heating costs are resulting in people’s real need for much warmer clothes, also in-doors, to save on their energy bill. Projected in the crystal ball? Most probably not. Likewise, during summer, with extreme temperatures, the need to turn down air-conditioners will be another issue related to the on-going energy-crisis.

Let’s get back to textiles.

In the Higg MSI there are few parameters, but they skew so that synthetics come out better. Yes, SAC keeps insisting that synthetics and natural fibers shouldn’t be compared, but for anyone who has had access to the numbers associated with the MSI, it is blatantly obvious that a person who uses the tool will be over-taken by the gaming-gene and play around with getting the best score possible, which will give synthetics a heads up.

But what then about the PEFCR? Here gaming won’t be an option. But comparing to a base-line product will. For example, a base-line winter coat. But what is the functional unit of a winter coat?  In PEFCR it is 100 days of “usability”, but in Los Angeles this will mean a double-digit number of years, close to 30? In LA, a wonderful and warm winter coat will be worn maybe one or two days during a year – while in Tromsø, Norway’s most northern city, it can serve a purpose from late September until May. In other words, the coat is presumed to last somewhere between 30 and 100 years in one case (LA) and less than a year in the other case (Tromsø).

Looking at regions where a product ends up, for assigning a score, was recently launched by Intersport’s Ben Blischke during Performance Days in Munich, but for a completely different reason. As he was more concerned with end-of-life, he wanted a score associated with waste handling, which differs widely from region to region. We’ll come back to waste-handling, however, there are other issues with “days of use” in the PEFCR. We will assume a number of the readers are “suits”. You work in offices, and your functional unit of dress is a suit of some kind – a man’s or woman’s suit. Enter the Pandemic. Home-officing. Onesies. Comfort. Exit the tie. Even exit the suit as such. Hugo Boss has recently launched a knitted suit, that takes the user from formal (office) to casual (home) wear. This suit – potentially worn all day rather than just during work hours and then exchanged with trainers and a sweater when Hugo returns home… means a need for less clothes. So how would this “function” be computed in PEFCR?

What are clothes supposed to DO for us? Let’s take a step back, and explore this. They need to protect us from unwanted scrutiny of our bodies, keep us warm, enable us to move around, keep us cool, dry, or even alive. The point is that apparel’s function is in constant flux. In Tromsø or Oslo this is obvious when the weather changes from day to day, and what boots to wear can changed on a daily basis. And you actually need several pairs to survive. Literally. Or just to feel well dressed, on a winter day? Arriving at the office in very heavy winter or rubber boots won’t get you through the office-day, while a nice pair of fashion boots would. But if you fall and break your hip bone because of your very fashionable, but slippery-soled boots… how functional was that unit?

Our clothes and our shoes, boots and accessories are judged by us every single day; when we get dressed. We make good choices, and bad. We learn and we fail, but it is not a labelling scheme based on LCAs that is going to ensure that we have good clothes that meet the weather, the energy bill, the social expectations, the changing mores of what is acceptable attire in different settings. Yes, there will be very physical issues such as pilling, abrasion, seams that burst, water-repellency AND warmth and cooling issues that some fibers meet more than others. But all these aspects cannot, by magic, be converted into number of days of use. Because some people live in LA, and others in Tromsø, and because what functions clothes deliver for us is so varied and complex.

We would therefore like to open up the discussion: Just how, is the technical secretariat for apparel handling this issue? Where global averages are the name of the game, giving us information that is at best so-so, but at the end of the day, completely meaningless.

Let’s get back to those pesky functional units.

One liter of paint on one wall that lasts so long.

The LCA community needs to figure out what a functional unit is for a winter coat beyond 100 days of use, depending on whose wardrobe it ends up in, and we need research to back this up. At Consumption Research Norway, Professor Klepp has worked with a research method called Wardrobe studies for 23 years, which offers key insights that have been shared with the technical secretariat, however, counting what actually counts, instead of what one can count (and particularly within LCA boundaries), is proving hard. Technical durability, measured in pilling-tests or fiber strength, are so far all the voting members have been able to agree on. But people don’t get rid of clothes because they “break”, or are “unrepairable”, only one third of clothing disposal happens for this reason. Where the clothes we dispose of end up (incinerated, in land-fill or donated to the Global South with extremely problematic waste handling) is certainly important, as Blischke pointed out. Most of all because of microplastics, which we all know is not included in any LCAs.

SAC had an idea that they could kick PEFCR into function based on the kindergarten-level LCAs that were available for apparel, that actually are not at all comparable between fibers, that say nothing meaningful about functional unit nor do they give the consumer what the consumer needs the most. Information that makes sense. Tone’s winter boots survived the cesspool of water and slush. She jumped a lot of puddles. So, let’s start looking at other ways of doing the math for apparel. The paint-one doesn’t work. We have an idea, which is rather than projecting into a crystal ball, looking backwards and using state of the art research to ascertain what actually has been used. And for how long. This is a much more powerful tool than PEF, in our view.

This op ed was originally published in EcoTextile News, but was recently removed for undisclosed reasons.

Click here to read an opinion piece on the same theme (sciencenorway.no)