The world is facing a mounting e-waste crisis. In 2020, global electronic waste reached a record 53.6 million metric tonnes, with only 17.4% recycled. This figure is projected to soar to nearly 75 million metric tonnes by 2030. Consumer technology—spanning smartphones, laptops, smart home devices, and wearables—sits at the heart of this challenge. These products are resource-intensive, containing plastics, rare-earth elements, and chemicals that are difficult to separate and recycle. Short product lifecycles, rapid innovation, and upgrade culture further exacerbate the problem, making sustainability a critical issue for both brands and consumers.
As environmental, social, and corporate governance (ESG) priorities rise, and as younger generations demand more sustainable options, the consumer tech industry must rethink its approach. The imperative is clear: sustainability is no longer a “nice to have”—it’s a business necessity, impacting brand reputation, regulatory compliance, and long-term profitability.
Despite growing awareness, several barriers hinder progress:
Leading brands are reimagining product design to extend device lifespans and facilitate recycling. For example, Dell’s Concept Luna laptop prototype dramatically reduces the number of screws and uses modular components, making it easier to repair, upgrade, and recycle. Similarly, Samsung’s upcycling initiatives repurpose old smartphones as IoT devices, while Apple’s recycling robots (Daisy, Dave, and Taz) automate the recovery of valuable materials from used devices.
Brands are investing in closed-loop systems, where materials from old devices are reclaimed and reused in new products. Apple has committed to transitioning its supply chain to 100% renewable electricity and is pushing suppliers to follow suit. Samsung is upcycling discarded fishing nets for use in device casings, preventing ocean pollution and reducing reliance on virgin plastics.
The traditional ownership model is giving way to service-based approaches. Device-as-a-Service (DaaS) programs, pioneered by companies like Lenovo, allow consumers and businesses to lease devices, with the manufacturer responsible for maintenance, upgrades, and end-of-life recycling. This model incentivizes brands to design for durability and recyclability, while providing predictable revenue streams and reducing e-waste.
Innovative programs are giving devices a second or even third life. For example, Smartphones4Good collects used smartphones, wipes data, and redistributes them to entrepreneurs in developing markets. Samsung’s Wildlife Watch repurposes old phones for conservation efforts, demonstrating the creative potential of upcycling.
Clear, standardized eco-labels empower consumers to make informed choices. Brands like Lenovo and Dell use third-party certifications such as Energy Star and publish product carbon footprints. However, the industry lacks a universal, intuitive labeling system—akin to food nutrition labels—that communicates water use, energy consumption, and recycled content. Moving toward such transparency, possibly through industry consortia or regulation, will be key.
Sustainability must extend beyond the product to the entire value chain. Brands are increasingly requiring suppliers to use renewable energy and are investing in offsetting schemes to address the carbon footprint of manufacturing and device usage. Amazon, for example, invests in renewable energy projects to match the power consumption of its devices in customer homes.
Sustainability initiatives must be authentic and embedded in core business strategy. Leadership buy-in is essential, with clear, science-based targets and transparent reporting. Brands like Sonos and Lenovo have set ambitious goals for carbon neutrality and emissions reduction, holding themselves accountable through public progress updates.
Consumers play a vital role in driving sustainable tech:
No single solution will solve the e-waste crisis. Progress requires a multifaceted approach—combining design innovation, new business models, supply chain transformation, and consumer engagement. Industry-wide collaboration, possibly supported by regulatory frameworks, will be essential to standardize eco-labeling and recycling practices.
Ultimately, the brands that succeed will be those that embed sustainability into every stage of the product lifecycle, communicate transparently, and empower consumers to make responsible choices. As ESG and profitability become increasingly intertwined, sustainable innovation will not only benefit the planet but also drive long-term business success.
Publicis Sapient partners with leading technology brands to accelerate this transformation—helping organizations design, build, and scale sustainable digital solutions that meet the evolving expectations of both consumers and regulators. The future of consumer tech is circular, transparent, and collaborative. The time to act is now.