The consumer technology sector is at a pivotal crossroads. As global demand for devices—smartphones, laptops, wearables, and smart home gadgets—continues to surge, so does the environmental impact of their production, use, and disposal. The result is a mounting e-waste crisis and a pressing need for tech brands to rethink their approach to sustainability. The challenge is clear: how can technology companies meet the needs of a digital-first world while minimizing their environmental footprint and building profitable, future-ready business models?
Circular business models are emerging as a powerful answer. By moving beyond the traditional linear approach of “take, make, dispose,” leading consumer tech brands are embracing new models—such as device-as-a-service, trade-in programs, and certified pre-owned marketplaces—that keep products in use longer, reduce e-waste, and unlock new revenue streams.
E-waste is one of the fastest-growing waste streams globally. In 2020, the world generated 53.6 million metric tonnes of e-waste, with projections nearing 75 million tonnes by 2030. This waste contains valuable raw materials—worth an estimated $57 billion annually—yet only a small fraction is recycled. The proliferation of devices, rapid product obsolescence, and the complexity of recycling tightly integrated components all contribute to this crisis.
Traditional business models, focused on selling ever-newer devices, are no longer sustainable. The future lies in circular economy models that prioritize resource efficiency, waste reduction, and the continuous reuse of materials. For consumer tech brands, this means designing products for durability, repairability, and recyclability, while also reimagining business models to extend product lifecycles and create new value streams.
Device-as-a-Service is transforming how both businesses and, increasingly, consumers access technology. Instead of purchasing devices outright, customers subscribe to a service that provides them with the latest hardware, ongoing support, and regular upgrades. This model, already established in the enterprise sector, is gaining traction in the consumer market.
Trade-in programs incentivize customers to return their old devices in exchange for credit toward new purchases. These devices are then refurbished, resold, or responsibly recycled. Take-back schemes close the loop, ensuring valuable materials are recovered and hazardous waste is minimized.
The rise of certified pre-owned (CPO) and “pre-loved” marketplaces is reshaping the consumer tech landscape. Leading brands are leveraging direct-to-consumer (D2C) channels and third-party platforms to sell refurbished devices with warranties and quality guarantees.
Transitioning to circular business models requires more than just new sales channels. It demands a digital-first, data-driven approach across the value chain:
Sustainability is not just a moral imperative; it is a business opportunity. Early adopters and digital-native brands are using circularity as a differentiator, attracting talent, investors, and loyal customers. Circular models—resale, refurbishment, upcycling, and recycling—create new revenue streams and operational efficiencies. Digital platforms and data-driven insights enable brands to personalize offerings, optimize product usage, and foster long-term customer relationships.
Operational efficiencies from sustainable practices—such as energy savings, waste reduction, and optimized logistics—translate directly into cost savings and margin improvement. Investors, too, are increasingly prioritizing companies with credible sustainability strategies, seeing them as better positioned to weather regulatory changes and future-proof their business.
Today’s consumers are more intentional than ever, seeking brands that align with their values and are transparent about their environmental and social impact. However, skepticism about “greenwashing” is high—88% of consumers do not immediately trust sustainability claims, and over half believe greenwashing is common in the tech industry.
To build trust, brands must provide clear, standardized, and transparent information about the environmental impact of their products. Some are adopting third-party certifications and publishing detailed carbon footprint data. There is a growing call for industry-wide “eco labels” that allow consumers to make apples-to-apples comparisons, much like nutrition labels in the food industry. Transparent communication, backed by measurable targets and honest reporting—even when goals are missed—is essential for credibility.
The journey to sustainable consumer technology requires:
As the sector evolves, the brands that lead on circularity will not only help solve the e-waste crisis but also secure their place in a more resilient, profitable, and purpose-driven future. Publicis Sapient partners with technology leaders to drive this transformation—helping them unlock new value, build trust, and shape a more sustainable digital world.
Ready to chart a circular path forward? Let’s create the next era of consumer tech—together.