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Objective: Ordinary Fast-Moving Consumer Goods (FMCGs) often thrive on implementing the planned obsolescence business strategy, i.e. controlling product lifetime through material selection. This wasteful and resource-depleting linear approach to production has resulted in goods that offer convenience along the lifetime of the consumable components, and are repurchased after disposal. Contemporary FMCGs have similar characteristics but different product-service systems (PSSs). The circular economy (CE) proposes PSSs as an opportunity to increase the circularity of resources. This paper investigates these PSSs implemented in contemporary FMCGs and reviews opportunities for the planned obsolescence strategy in the CE.
Method: Customer Journey Maps (CJMs) were developed for three contemporary FMCGs (Fuji disposable camera, HP ink cartridge, Kartent) and compared to the map for a standardised ordinary FMCG.
Result: In contemporary FMCGs the inventory and maintenance phases are eliminated by introducing services operating in the purchase, use and disposal phases. Services in the disposal phase are critical to enable the circularity of contemporary FMCGs.
Conclusions: Consumers do not need inventory if the services in the purchase and use phases are aligned and available at the right time and place. This increases convenience, but does not make the use of the products more compatible with a CE. The real opportunity for FMCGs is in the elimination of the maintenance phase and the integration of end-of-life services. If planned obsolescence is communicated clearly to customers through lifetime indicators that allow involvement in end-of-life services, it could shift FMCGs towards a circular performancebased approach to production.
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