Editor’s Note: Planned Obsolescence and Malaysian Brands.

Planned obsolescence, the deliberate strategy of designing products with limited lifespans, is a concept that has quietly shaped industries in Malaysia.

What is Planned Obsolescence?

Planned obsolescence refers to designing products that fail, become outdated, or lose functionality within a predetermined timeframe. The goal is to encourage repeat purchases and ensure consistent revenue.

In Malaysia, this strategy can be seen in industries such as technology, fashion, automotive, and home appliances.

The strategy manifests in three key ways:

1. Technological Obsolescence: Products become outdated due to the release of new features or models. In Malaysia, smartphone brands like Apple and Samsung frequently launch new models, making older devices less appealing.

2. Functional Obsolescence: Products are designed to fail or wear out after a specific period. For instance, some home appliances available in Malaysia, such as washing machines or air conditioners, may have limited repairability, prompting replacements.

3. Perceived Obsolescence: Consumers are encouraged to replace products due to shifting trends or styles. Malaysia’s fast fashion sector, including brands like H&M and Uniqlo, thrives on this by constantly introducing new collections.

Several industries in Malaysia illustrate the strategy of planned obsolescence:

• Technology Brands: Companies like Apple and Samsung dominate the Malaysian smartphone market. Malaysians often queue up for the latest models, driven by marketing and the perceived need to stay up to date. Apple’s controversial practice of slowing down older iPhones to preserve battery life has resonated in Malaysia, where consumers are increasingly tech-savvy.
• Fast Fashion: Global fast fashion brands operating in Malaysia, such as Zara and Cotton On, promote the “buy-and-discard” culture. Their frequent product launches encourage Malaysians to replace clothing before it wears out, contributing to waste and environmental concerns.
• Automotive Industry: In Malaysia, car brands such as Proton and Perodua release updated models regularly, with slight design or feature upgrades. This makes older models seem outdated, even if they are still functional.
• Home Appliances: Brands selling appliances like refrigerators, washing machines, and air conditioners often design products with nonreplaceable components, forcing Malaysian households to opt for replacements rather than repairs.

Why Brands Use Planned Obsolescence

• Steady Revenue Streams: By creating a cycle of replacement, brands maintain consistent sales. This is particularly relevant in the smartphone and electronics sectors, where Malaysians frequently upgrade their gadgets.
• Brand Leadership: Frequent product launches position brands as trendsetters. This is evident in the automotive and fashion industries, where new designs and features help brands stay relevant.
• Consumer Loyalty: Even with awareness of obsolescence, Malaysians tend to stick to trusted brands, especially in technology and appliances.

Challenges of Planned Obsolescence in Malaysia

While planned obsolescence drives short-term profits, it poses significant risks for brands:

• Consumer Backlash: Malaysians are becoming more aware of their rights and increasingly demand value for money. A product designed to fail too soon can lead to dissatisfaction and damage brand loyalty.
• Environmental Impact: Malaysia is grappling with issues such as e-waste and fast fashion waste. Products with short lifespans contribute to these growing problems, putting pressure on brands to adopt sustainable practices.
• Regulatory Pressure: The Malaysian government, aligned with global trends, is considering measures like promoting repairability and sustainability. For example, the Ministry of Environment and Water (KASA) has launched campaigns to reduce waste and promote recycling.

Shift Towards Sustainability

Some brands in Malaysia are adapting to consumer demand for longer-lasting and sustainable products:

• Repairability: Certain brands are promoting repairfriendly products. For instance, local repair shops and online communities offering affordable solutions are gaining popularity among cost-conscious Malaysians.
• Sustainability Initiatives: Brands like IKEA Malaysia have introduced recycling and repair programs, encouraging consumers to extend the lifespan of their purchases.
• Durable Design: Outdoor and lifestyle brands, including sportswear companies like Decathlon Malaysia, are promoting durable products, aligning with sustainability trends.
• Secondhand Markets: Platforms like Mudah.my and Carousell Malaysia are fostering a thriving secondhand economy, allowing Malaysians to buy and sell pre-loved items, reducing the impact of obsolescence.

The Way Forward

The future may lie in a hybrid approach, where brands focus on innovation, repairability, and sustainability while maintaining profitability. Malaysian businesses that embrace this shift are likely to build stronger, more enduring relationships with their customers in an increasingly conscientious marketplace.

Whether planned obsolescence evolves into planned longevity will depend on how brands adapt to the changing expectations of Malaysian consumers. The challenge lies in turning this strategy into a win-win for both businesses and the planet.