Keepability: A Powerful Way to Boost Sustainability Goals and Foster Innovation | Inc.com

Many of us recall a time when manufacturers built products to last and when home appliances, for example, had a lifespan spanning decades. This was particularly true as we had, then, a thriving repair industry, paired with a strong community mentality.      

This mindset not only hurts our customers but also the environment around us. Product turnover takes a terrible toll on the planet: Once discarded, these products end up as trash in landfills across the country. In my industry–corporate gifts and promotional products–79 percent of all branded merchandise is thrown out after a few short months of use.

But, increasingly, customers and employees alike are demanding companies be sustainable in a meaningful way to help solve the climate crisis we all face. It’s no longer about “doing no harm.” Everyone’s asking that companies begin creating a positive impact on the world.

They design clothing that their customers can keep for years, instead of mere months like their competitors do. If a Patagonia piece of clothing is broken, the customer has access to DIY repair and care guides. They also have the option to send it back for repairs–the large majority of which are free of charge. Finally, they have a “worn and wear” initiative which provides customers credits for sending worn, unwanted Patagonia garments.

Every step of the way, Patagonia offers solutions to extend the life of a garment and to minimize its impact on the environment. You might think that this is reckless behavior and a missed opportunity to generate more profits, right? Wrong: Patagonia has built a $1 billion clothing brand by focusing on long-term sustainability. Its success, and that of others, proves that companies can profit by doing good and being good.

Being sustainable has many benefits. One you may not have suspected is that it can reveal opportunities for both product and process innovations. After all, it is not uncommon for companies to complain that different units do not collaborate well. Sustainability, which has a cross function within the organization, can help address this weakness.

The car industry is a great example of these two competing trends at play. Brands like Chevrolet and many others launch a new model every other year or so with the goal of increasing demand, while customers desperately try to ‘keep up with the Joneses.”