One of my favorite programs that I’ve been able to be a part of at Pioneer has been our trade-in program, allowing users to return old tech to get a discount on new models. Environmentally, we ensure the old product is responsibly recycled.
Without programs like these, our technology often ends up in landfills, leeching harmful chemicals into the environment. This poses sweeping risks—impacting the quality of our drinking water supplies as well as harming coastal habitats and ocean life.
As a marketer, I’m excited by programs that allow us to tell a good story, satisfy the needs of the end user, and do significant good in the process. That’s why I love watching brands move away from the linear “take-make-waste” model, finding creative ways to make product longevity and reuse a core, desirable feature—not just a necessary evil.
These are some of my favorite examples of brands that take this type of marketing to the next level.
Patagonia’s Worn Wear: The Status of Repair
Of course, no conversation about sustainability and business is complete without discussing Patagonia. This is a brand that continually puts its money where its mouth is when it comes to promoting environmental activism and championing sustainable practices in their business.
Patagonia is also famous for helping to make product longevity a badge of honor. The brand’s ads to support this mission are classic, featuring big bold headlines saying, “Don’t buy this jacket.”
But Patagonia went well beyond a clever advertisement.
Their Worn Wear program offers customers a service to sell used gear, and even provides DIY repair tutorials to extract maximum life out of their favorite Patagonia clothing. The claim of being built to last took on a whole new meaning through the program. It not only reinforced the brand’s reputation for high-quality products but also encouraged customers to evolve from one-time buyers to lifetime customers by holding onto their gear for the long haul.
Scars, patches, and wear ultimately became a sign of authenticity and legacy—not something to discard.
Loewe: Linking Longevity to Craftsmanship
An expression I often use is “buy it nice or buy it twice.” The core idea is simple: spending a little more upfront often delivers higher quality, which directly translates into getting a product that will last much longer.
While luxury goods can sometimes be perceived as a frivolous purchase, the truth is that quality fundamentally beats quantity. This is perhaps most evident in “fast fashion” trends where brands like Forever 21 famously create an endless variety of new clothes on an ongoing basis. However, those clothes were not built to last, and the relatively low cost of each garment leads to more consumption and waste in the process.
On the other side of the spectrum, Loewe is the antithesis of “cheap,” not just due to its high prices, but because it respects the craftsmanship of its products. The brand wants its customers to share that appreciation, too.
In addition to selling you new products, Loewe even dedicates physical space to upholding the longevity of the item you already own, employing full-time leather artisans in some of its retail spaces to help customers repair and maintain their products. Crucially, this service gets people back into their stores, increasing foot traffic and the likelihood of additional purchases.
So, it’s good for business and the environment.
IKEA Buyback & Resell Service: Designing for the Next Life
IKEA employs a different approach entirely: embedding circular design principles into the product itself.
By designing furniture with simple joinery, such as snap fittings instead of glue or nails, IKEA’s products are inherently more sustainable and require less material complexity to produce.
This innovative approach to product design also has other benefits. It facilitates easy disassembly to move the item to other places without damaging it. It’s also handy for submitting to IKEA’s sustainable buy-back program, which allows customers to sell back their used furniture.
Ultimately, by facilitating the movement of used items, IKEA is ensuring each product it produces lasts significantly longer.
Longevity is the New Luxury
Circularity is not just an environmental obligation; it’s a competitive advantage and the new definition of a premium product.
From these examples, and many others, the most effective circular campaigns don't talk about waste; they talk about value, legacy, pride, and smart ownership. It requires a shift from marketing volume to marketing longevity. It forces us to think beyond today's transaction and deliver benefits that engage and support the end user long into the future.
Which product in your life are you proudest to own and repair? How can we apply that pride to even everyday items?