The consumer technology industry is undergoing a profound transformation. As digital devices become ever more integral to daily life, both consumers and brands are rethinking the traditional linear model of “make, use, dispose.” Instead, a new wave of circular business models—ranging from device-as-a-service (DaaS) to refurbished goods and take-back programs—is gaining traction, promising not only environmental benefits but also new avenues for growth, loyalty, and resilience.
Several converging forces are driving this shift. Consumers, especially younger generations, are increasingly intentional about their tech purchases, seeking products that align with their values of sustainability, durability, and convenience. At the same time, regulatory pressures, supply chain disruptions, and the rapid pace of technological innovation are prompting brands to explore models that extend product lifecycles, reduce waste, and unlock new revenue streams.
DaaS is redefining ownership in consumer electronics. Instead of a one-time purchase, consumers subscribe to a device—such as a smartphone, laptop, or wearable—paying a monthly fee that often includes upgrades, maintenance, and support. This model not only ensures consumers always have access to the latest technology but also enables brands to reclaim, refurbish, and redeploy devices at the end of each cycle, dramatically reducing e-waste.
The stigma around “used” tech is fading fast. Refurbished devices—certified, tested, and often warrantied—are now a mainstream choice, especially among value-conscious and eco-minded consumers. Leading brands and retailers are launching their own pre-loved marketplaces, offering trade-in programs and peer-to-peer sales platforms with quality assurance.
With frequent upgrades and rapid obsolescence, the question of what happens to old devices is top of mind for consumers. Take-back programs—where consumers return obsolete or non-functioning tech to a retailer or manufacturer—are increasingly popular. Many consumers express willingness to pay a premium for products that are fully recyclable or come with clear end-of-life solutions.
European consumers and regulators are leading the charge on circularity. There is strong demand for eco-friendly products, transparent supply chains, and robust take-back and repair programs. Circular business models—such as DaaS and certified refurbished marketplaces—are not just accepted but expected, especially in markets like Germany, France, and the Nordics. Regulatory frameworks are pushing brands to design for durability, repairability, and recyclability.
While North American consumers are enthusiastic about innovation and convenience, sustainability is increasingly influencing purchase decisions. Durability and value are top priorities, and there is growing interest in recycling programs and product longevity. However, price sensitivity remains a barrier—only about a third of consumers are likely to stick with sustainable options if prices rise. Brands that make recycling easy and emphasize product lifespan can build trust and loyalty.
In Asia-Pacific, rapid digital adoption and mobile-first behaviors are driving demand for the latest devices, but sustainability is an emerging priority. Urban, younger consumers are showing interest in recycling and product longevity, though adoption of circular practices lags behind Europe. Brands have an opportunity to lead by making sustainability accessible and relevant, integrating eco-friendly features into the broader value proposition.
Circular business models are not just about doing good—they are about building resilient, future-proof brands. By extending product lifecycles, capturing value from multiple ownership cycles, and meeting evolving consumer expectations, brands can unlock new revenue streams, reduce costs, and strengthen loyalty. As regulatory and consumer pressures mount, those who lead on circularity will set the pace for the industry.
The future of consumer technology is circular, connected, and sustainable. Brands that embrace device-as-a-service, invest in pre-loved marketplaces, and make take-back programs a core part of their value proposition will not only reduce their environmental footprint but also win the loyalty of the next generation of consumers. The time to act is now—circularity is not a trend, but a strategic imperative for the digital age.
Ready to future-proof your business model? Connect with Publicis Sapient’s experts to explore how circular strategies can drive growth, loyalty, and sustainability in consumer tech.