Towards true product sustainability

Abstract

Product sustainability is usually looked at from a business perspective with the goal to reduce product related risks or to differentiate the product from those of the competition-mostly with limited effects for sustainable development (SD). In light of the global sustainability challenges, we raise the question how products can make a significant contribution to SD? In addressing this question we analyze the evolution of the concept of product sustainability over time. This analysis is guided by two questions and it applies two different perspectives. The first question uses an analytical perspective and asks: "How have different product sustainability concepts been framed with regard to their contributions to SD and how have they evolved over time?" The second question uses a normative perspective and asks: "How do the product sustainability concepts in their different developmental phases contribute to SD?" We present a systematic analysis of the evolving perspectives of product sustainability which we group in three different phases and levels of development: from selective to holistic improvements (Product Sustainability 1.0), from better products to good products (Product Sustainability 2), and from private value to public value generation (Product Sustainability 3.0). In this evolution we perceive a development towards a model of "true product sustainability", where the product makes a specific contribution to solving societal problems. From a business perspective PS serves to keep companies competitive in times of changing consumer and public demands, asking for an improved sustainability performance of the products offered (e.g. Nielsen Company, 2015). It may either help companies to prevent or reduce product related risks, or it may help to differentiate the products from those of their competitors. From a societal perspective PS is seen to contribute to sustainable development, by reducing the ecological footprint or by improving the social condition. Sustainable production and consumption has been on the global political agenda since the first "Earth Summit" 1992 in Rio de Janeiro, and it figures prominently as a Sustainable Development Goal in the U.N. "Agenda 2030" (U.N. General Assembly, 2015, Goal 12: "Ensure sustainable consumption and production patterns"). However, finding the right balance between private benefits and public values remains a continuous challenge. This becomes even more dynamic with political and standard setting bodies (e.g. EU, ISO) intervening to adapt the economic rules of the game. While the business success of PS can be measured easily by looking at economic success indicators like sales, market share or customer satisfaction of sustainable products, its sustainability contribution remains vague at best. From a business perspective any sustainability improvement relative to the previous product or compared to the prevailing products on the market may be seen as satisfactory, because the new product displays an improved sustainability performance. From a sustainability per...

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