France – In a bid to encourage more eco-conscious smartphone habits, telecoms service provider Bouygues Telecom is actively encouraging people to repurpose and repair their phones. The company’s playful advert, entitled Fallin’ in reference to its Alicia Keys soundtrack, shows several scenarios in which people are prone to accidentally breaking their phones.
At the end of the ad, a couple are shown getting their device repaired by Bouygues Telecom as part of a programme available to customers at a discounted rate up to twice a year. By offering this solution to a common issue, the company is demonstrating the importance of promoting longevity when it comes to technology – a sector that is moving away from planned obsolescence.
As a sector historically driven by newness, there is a need for brands to prepare for a backlash against short-term, and un-eco-friendly, behaviours. And with the Right to Repair movement gaining momentum, companies are stepping up to create devices that are made to last – resulting in more economical and sustainable product journeys.
Strategic opportunity
Across sectors, companies must take note of this anti-newness approach and support consumers in making more sustainable decisions. Incentivise customers with discounts or payback schemes as a way of discouraging buying new
