The consumer technology industry stands at a pivotal crossroads. As global demand for devices continues to surge, so too does the environmental impact of short product lifecycles and mounting e-waste. The challenge is clear: how can brands meet consumers’ appetite for innovation while embedding sustainability at the heart of their business? The answer lies in the circular economy—a transformative approach that reimagines the entire lifecycle of consumer tech, from design and ownership to reuse, refurbishment, and recycling.
The scale of the e-waste problem is staggering. The world produces over 53 million metric tonnes of electronic waste annually, with only a fraction recycled. Devices are resource-intensive, containing plastics, rare-earth elements, and complex components that are difficult to separate and reclaim. Meanwhile, the pace of technological change and the culture of frequent upgrades have led to shorter product lifespans and a growing mountain of discarded devices. For brands, this is not just an environmental issue—it’s a business imperative. Consumers, especially younger generations, are demanding more sustainable options, and regulatory pressures are mounting globally.
One of the most significant shifts is the move from traditional ownership to service-based models. Device-as-a-Service (DaaS) allows consumers and businesses to access the latest technology through subscription or leasing arrangements, rather than outright purchase. This model extends the useful life of devices by enabling upgrades, maintenance, and eventual refurbishment or recycling as part of the service. For example, leading brands are already piloting DaaS programs for both enterprise and consumer markets, offering laptops, smartphones, and other devices on flexible terms. This approach not only reduces e-waste but also creates new, recurring revenue streams and deeper customer relationships.
The secondary market for refurbished and pre-owned devices is booming. Brands are increasingly investing in their own certified refurbishment programs, ensuring that returned or traded-in devices are restored to high standards and resold with warranties. This not only diverts products from landfill but also makes high-quality technology more accessible to a broader audience. Some brands are even exploring peer-to-peer marketplaces, where consumers can buy and sell approved pre-loved devices, with the brand providing authentication, repair, and support services. These initiatives help extend the lifecycle of products through second and third ownership cycles, maximizing the value extracted from each device.
Take-back schemes and recycling programs are becoming essential components of the circular economy in tech. Research shows that nearly 80% of consumers are interested in returning obsolete technology to a recycling location or retailer, and over half would pay more for products that can be fully recycled. However, many existing programs are underutilized due to lack of visibility or convenience. The opportunity for brands is to integrate recycling seamlessly into the customer journey—offering trade-in incentives, easy drop-off points, and transparent communication about what happens to returned devices. Some leading brands have developed advanced robotics to disassemble products and recover valuable materials, while others are investing in upcycling initiatives that repurpose old devices for new uses, such as smart home sensors or educational tools.
The transition to circularity requires a fundamental rethink of product design. Durability, repairability, and modularity must become core principles, enabling devices to be easily upgraded, repaired, or disassembled for recycling. Brands are innovating with new materials, such as bioplastics and recycled ocean plastics, and designing products with fewer fasteners and more accessible components. The right-to-repair movement and emerging regulations are accelerating this shift, making it essential for brands to prioritize longevity and serviceability.
A key opportunity lies in creating value-added services for second and third owners. This includes offering certified refurbishment, extended warranties, and digital support for pre-owned devices. By maintaining a relationship with the product throughout its lifecycle, brands can capture additional revenue, build loyalty, and ensure responsible end-of-life management. Digital platforms and data analytics play a crucial role in tracking devices, managing service histories, and personalizing offers for each owner.
Sustainability is no longer a niche concern—it’s a mainstream expectation. Brands that communicate transparently about their environmental impact, offer clear eco-labeling, and make sustainable choices easy for consumers will win trust and loyalty. Integrating circular options—such as trade-ins, recycling, and refurbished purchases—directly into e-commerce and retail experiences is essential. Education and storytelling are also powerful tools: sharing the journey of a refurbished device or the impact of recycling can turn customers into advocates for circularity.
The shift to circular business models in consumer tech is not just an environmental necessity—it’s a strategic opportunity. Brands that lead in circularity will unlock new revenue streams, deepen customer relationships, and future-proof their business against regulatory and resource risks. Most importantly, they will help shape a more sustainable, resilient, and inclusive digital future.
At Publicis Sapient, we help consumer technology brands design and implement circular strategies that drive both sustainability and business growth. By fusing digital innovation with deep industry expertise, we enable our clients to create products, services, and experiences that deliver value across the entire lifecycle—for consumers, for the planet, and for the bottom line.
Ready to accelerate your circular transformation? Connect with our experts to explore how your brand can lead the next wave of sustainable innovation in consumer tech.