Product lifecycle sustainability

Simply put, product lifecycle sustainability refers to having sustainability 'built into' every phase of the product lifecycle, from the original product concept to raw materials to production, distribution, consumption and eventual disposal. Above is the award-winning Boots product sustainability cycle, showing how the company takes ecological factors into consideration throughout the lifecycle of the product.

Tech products represent a special sustainability challenge because of concerns over rare earth metals used in their manufacture. Europe and individual countries have regulations requiring special recycling for electronics products. Apple has its own recycling programme; some PC makers participate in group recycling efforts that comply with EU regulations.

Another issue is understanding the ecological impact of a product. Stonyfield Farm, which markets yoghurts, is taking a high-tech approach here by using software to measure the carbon footprint across every phase of the lifecycle. This becomes the basis for goals to reduce carbon emissions.

Walmart, along with other consumer products companies, has been working on a sustainability index that will show the ecological impact of products. The retailer is also urging PC manufacturers to set their systems to 'sleep' more quickly, which will save energy.

As more stakeholders inquire about product lifecycle sustainability, more marketers are likely to invest time and money in this issue.