Right to repair: Revolutionising throwaway culture

Throwaway culture: What’s the environmental toll?

Not too long ago, repairing everyday items was a common practice, with skills often passed down among generations. From mending clothes to fixing household appliances, people were resourceful and made the most out of what they had. With the rise of mass production and the advent of cheaply manufactured goods, repair gradually fell by the wayside.

In Deloitte’s consumer survey, 40% of respondents indicated that their usual practice is to replace a defective product with a new one. Another 7% prefer replacement with a used or refurbished product. This means that nearly every half of all products are discarded after they malfunction or become defective, despite the fact that many can be repaired and their useful lives extended.

Our throwaway society’s ever-increasing stream of waste has broad environmental consequences: precious resource depletion, pollution, overflowing landfills and greenhouse gas emissions. Consumers’ wallets are also affected: Choosing replacement over repair is estimated to cost nearly €12 billion annually in avoidable expenses.² Empowering consumers to repair and reuse products will not only reduce waste but ease some of their economic burdens.

Consumers’ reluctance to choose repairs

To alleviate environmental and economic effects, it’s essential to examine why consumers are not readily adopting repair practices. To the surveyed German consumers, the prohibitively high cost of repairs is the most substantial factor. The expense of repairing a product often rivals the cost of purchasing a new one.

Logistical challenges are another factor. Many individuals struggle to locate repair shops close to their homes or workplaces. Once they do, securing a time slot for a repair can be arduous, leading to further frustration and discouragement.

Another significant deterrent is the unclarity of what a repair will entail; 24% of survey respondents cited a lack of transparency regarding repair conditions, pricing and service quality. If consumers are unsure about what to expect, they are likely to hesitate when considering a repair.

Surprisingly, convenience considerations play a relatively minor role in decisions about repairs; only one out of every 10 respondents say they are influenced by them. What makes the repair choice unattractive is the combination of high repair costs, difficulty in finding services and lack of transparency.

EU initiatives: Pushing a new paradigm

Those deterrents have captured the attention of several EU member states: Belgium, Ireland, Luxembourg, Malta, Poland, Portugal, Slovenia, Sweden and the Netherlands have already implemented measures to make fixing goods more cost effective. To promote repair as an environmentally sustainable consumer choice, these countries have all reduced the value-added tax (VAT) on small repairs of certain items, such as textiles, shoes, leather goods and bicycles.³

Austria and France also have strategies to lower repair costs and provide incentives for consumers. Since April 2022, Austrians have been able to apply for a voucher covering up to 50% of repair costs for defective electronic household items, up to €200 in total.⁴ In France, starting in October 2023, a bonus scheme is providing up to €25 to individuals each time they opt to have their clothes and shoes repaired rather than discard them.⁵

Right to repair

The European Commission is also conscious of the fact that the recent decades have offered consumers few or insufficient incentives to pursue repairs. In March 2023, the commission adopted the right to repair as part of the European Green Deal’s initiatives to encourage sustainable consumption. The initiative aims to make it easy and affordable for consumers to repair goods, within and beyond the legal guarantee:⁶

1. During the warranty period:  According to the Sale of Goods Directive, consumers are entitled to request free repair or replacement of a defective product for up to two years. Historically, this provision often resulted in the preference for free replacement. Under the updated rules, if the cost of repair is equal to or less than the cost of replacement, sellers must provide free repair. This must be done within a reasonable time and without any inconvenience for the consumer.
2. Beyond the legal guarantee: Makers of products like TVs or dishwashers, which have repairability requirements, must offer repair services for five to 10 years after purchase. Only if repair is technically impossible, due to severe damage, is this obligation waived.
3. Online matchmaking repair platforms: To facilitate access to suitable repair services, these matchmaking platforms will assist consumers in locating services based on various criteria, including location.
4. European repair information form: Consumers can request this form from the repairer, which outlines the price and key conditions of the repair. This allows consumers to compare repair services easily, based on important factors like price and timeframe.
5. European repair standard: This standard is set to be developed and will help identify repairers committed to providing high-quality service.

The right-to-repair initiative is poised to catalyse transformation. Its primary focus is diminishing environmental impact by promoting sustainable consumption and reducing waste. But the commission also expects it will generate substantial, positive economic outcomes through increased efficiency in the repair sector and substantial cost savings for consumers, over the next 15 years (figure 3).⁷

Designing repairable products

Closely linked to the right-to-repair initiative is another proposal from the European Commission called the Regulation on Ecodesign for Sustainable Products. It sets new requirements to make products more durable, reusable, upgradable and repairable, extending their life spans. In a world where electronic devices and appliances often seem more like black boxes than repairable goods, a paradigm shift towards repairable design holds immense value. Up to 80% of a product’s life cycle environmental impact is determined by product design.⁸

Key elements of designed product repairability include:

• Modular construction, which means designing components to be easily replaced or upgraded without compromising the entire product.
• Accessible and standardised fasteners and connectors, which simplify the disassembly process, reducing the need for specialised tools and making repairs more user-friendly.
• Clear documentation and labelling of parts, which ensures that even non-experts can identify and replace faulty components.
• Selecting materials that are durable, readily available and recyclable, reducing the environmental impact associated with product maintenance.

By embracing the approach promoted by the Regulation on Ecodesign for Sustainable Products, manufacturers contribute to a more resilient and environmentally sustainable product life cycle. And that contributes to the view that products are long-term investments, not disposable commodities.

But physical repairability is not the sole consideration. In the technology industry, manufacturers are expected to provide software updates for five years to combat the programmed obsolescence of devices, but only if the updates do not diminish the performance.⁹

To repair or not to repair: Consumer behaviour

As we move away from a throwaway culture, how will consumers respond? Our survey results indicate that repair services may well resonate with a consumer base increasingly open to the prospect of repairs. As we saw in figure 1, half of the German respondents currently opt for professional repairs (31%) or undertake the repairs themselves (19%).

At the moment, these consumers are typically willing to pursue repairs across various product and device categories, including clothing and shoes, bicycles, home appliances, furniture and electronics.

For the majority (58%) of German consumers who do opt for repairs, the primary driver is the desire to save money. But environmental concerns are also a crucial motivator: 48% of survey respondents aim to prolong the life span of their possessions, 35% seek to reduce environmental impact and 33% wish to curtail unnecessary consumption.

On a more personal note, some consumers choose repairs out of an emotional attachment to an item (24%) or because a product holds value for being unique or vintage. Other factors seem less significant in motivating them to repair: support for local repair shops, expressing creativity through repairs or replacement supply chain shortages.

Where EU initiatives meet consumer sentiments

When considering current consumer behaviour in the context of the EU initiatives to encourage a repair culture, there is alignment. For example, a striking 90% of consumers expressed the attitude that repairs should be more cost effective than purchasing new items (figure 7); this cohort would welcome government-backed incentives, like bonus schemes or tax reductions for repairs. To build on this sentiment, more countries could be looking for ways to alleviate financial concerns associated with repairs.

Even despite consumers’ price sensitivity, a substantial 72% are willing to invest in durable and repairable goods to realise long-term savings. This underscores the importance of products adhering to the Regulation on Ecodesign for Sustainable Products, reflecting repairability in their design.

The proposed introduction of an online matchmaking platform also received favourable feedback: 58% of German consumers are open to the idea of using such a platform to connect with suitable repair businesses. And because half of respondents consider repair information availability when making purchasing decisions, initiatives to provide them with more product durability and repairability details hold additional promise.

Good company: Integrating repair into business models

As governments introduce legislative measures to foster repairability, a parallel movement is unfolding within companies themselves. Retailers and consumer goods manufacturers are increasingly embracing the concept of repairs as an important aspect of their business models, aligning with growing consumer demand for sustainability and product longevity.

As shown in figure 7, almost 70% of German consumers surveyed prefer to shop at retailers that offer repair services – a clear consumer demand. If provided with spare parts and repair information from the manufacturer, 60% of survey respondents are inclined to repair defective products themselves, so offering self-service tool kits can enhance customer satisfaction. Additionally, the prospect of repair and upcycling workshops resonates with half of the German respondents, highlighting a potential avenue for retailers to connect with their customers.

The corporate move toward a repair culture is a significant departure from the prevailing trend of planned product obsolescence. To cater to this shift, innovative services are being introduced to make repair options more accessible and appealing.

Leaders and laggers in the repair revolution

Outdoor-apparel brands, known for their commitment to durability and environmental responsibility, have emerged as early adopters. Customers can bring in their worn or damaged outdoor gear, such as jackets, boots or backpacks, for expert in-store repairs, and some brands are holding repair or upcycling workshops. Instruction in self-repair need not even require leaving the house, as dedicated repair websites offer comprehensive repair manuals and videos.

These customer-centric repair initiatives not only extend the life span of products but also align with the values of outdoor enthusiasts who appreciate durable, long-lasting gear. And they foster a sense of community and agency, empowering individuals to actively participate in the sustainability of their wardrobe.

When it comes to electronics and appliances, the repair landscape is evolving more slowly. Tech companies, faced with the complexity of electronic repairs, have traditionally restricted product repair to authorised service providers. However, a noteworthy – and significant – shift has recently taken place: Consumer electronics manufacturers have started to provide customers and independent repair shops with the tools, repair manuals and parts necessary to mend damaged electronics and appliances. For instance, Apple now offers self-service device repair options, allowing customers to access the appropriate tools and resources.¹⁰

Elephant in the room: Dispelling the fear of forgone sales

Some consumer-goods manufacturers and retailers might hesitate to offer repair services, wary of losses stemming from forgone sales and fewer new goods produced. However, the European Commission expects significant consumer savings that exceed the cost to businesses. Because consumers will consume less, they will spend less money, and are predicted to reinvest the money they’ve saved in the overall economy. In the long term, this will lead to growth and investment.¹¹

Additionally, at this relatively early stage, retailers and manufacturers who embrace repair services are likely to gain a competitive advantage. They’ll be reflecting evolving consumer expectations centred on sustainability and ethical consumption, which contributes to a positive corporate image. Moreover, repair initiatives can enhance loyalty, as customers increasingly value brands that prioritise durability and provide solutions for extending the life of their products.

Global appeal of the right to repair

The right to repair does not just represent a European phenomenon. In the US, several states have introduced or passed right-to-repair bills, aiming to create a legal framework that promotes repairability and extends the life of products. The movement picked up momentum after President Joe Biden signed an executive order in July 2021, which directed the Federal Trade Commission to draft new regulations limiting device manufacturers’ ability to restrict independent repairs of their products.¹²

Such legislative efforts are being met with both support and opposition, but the global impact of the right to repair is becoming increasingly evident. More regions are actively participating in shaping a future where repairing and extending product life spans is not only a right but a widely accepted practice. Global brands, especially, should recognise the incentive to not stand in the way of this cultural change; by supporting repair-focused governmental efforts, they will open the door to companywide practices that align with their customers’ sustainability priorities and breed efficiency in global operations.

Embracing repairability – What’s in it for companies?

Some companies may initially resist the right-to-repair movement, viewing it as a potential challenge to their established business models. But there’s a real pressure to comply, attached to very real environmental and economic concerns on the part of local and EU governments and consumers. By leaning in, and not just complying but collaborating with legislative efforts, companies stand to gain long-term benefits:

• By proactively integrating repair-friendly practices into product design and support systems, they can count themselves among the innovative pioneers who are actively shaping a trend that’s clearly already underway.
• Signifying support for sustainability – not just in product design but repair services and consumer repair-skill development – builds brand trust and momentum, nurturing positive relationships with customers and encouraging a sense of community.
• Aligning with the societal goal of reducing waste and protecting the environment positions companies as leaders in corporate social responsibility.
• By providing new repair services, selling repair kits or offering repair training, companies can open up new revenue streams and tap into a growing market segment of consumers who value product sustainability and longevity.

Companies, governments and individuals all have an obligation to not turn away from the damaging consequences of our throwaway culture: mountains of electronic waste, overflowing landfills and diminishing precious resources. Embracing the right to repair means championing a more environmentally conscious and economically viable future, which is everyone’s responsibility.