iphone. iwatch. ineed. iwant
The future we are buying into
Societal trends and habits have altered over the course of digital technology development, with company branding and marketing evolving with consumer culture. With recent movements in global sustainability and awareness campaigns, the media has shed light on consumer habits, the quick turnover of electronic goods and its repercussions on the environment, and the intangible assets that come along with our purchases.
‘If I buy this product, it’ll add some value to my identity.’
Have you ever thought of what happened to your old iphone or Blackberry or, for those of you old enough to remember, the legendary Nokia. Chances are, it ended up in a draw somewhere and got thrown out after the latest and greatest, newer version came out. I’ve been through my fair share of mobile phones, starting with the famous Samsung slider and travelled down the conveyor belt of iphones. Never did these become totally unusable, I just followed the trend train and bought what was popular at the time. In some sense, I thought I’d attain the reputation and ‘popularity’ that came with the brand.
Marketing campaigns and the clean cut, stylish designs of products heightens consumer values, persuading users to feel sophisticated and special like their new purchase. Case in point: Apple’s products are sold in minimal, clean, white packaging. This is explained through the important concept of commodity fetishism theorised by Karl Marx, who explains that consumers are given a sense of false consciousness when the relationship between commodities, money and social interaction become intertwined.
For example, the most prominent intangible assets that one attains when owning an Apple product is the change in personal values and their sense of belonging. They believe that they are part of an inner social circle with other Apple users. It is the cultivation of the brands ethics and how emotionally connected people are with the company that feeds this culture. Apple no longer just sells a product. The company has strategically marketed their brand to give people a sense of empowerment, the ability to do anything, anywhere, at any given time. They are selling people hopes and dreams.
They’ve tapped into a new form of communication, which has transcended into the entire technological connective space. Individuals want each device to sync and pair, similar to our desire to connect with each other. iMessage, which is exclusively for iphone users, is a dedicated communication platform used to unite people who are of the Apple family.
‘iwant to connect with you, do you have imessage on your iphone?’
In addition, people are also buying into an evolutionary chain of goods and services, where if you don’t upgrade your device or phone to the current best version, then you’re going to fall behind the times. If you’re not upgrading your technological affordances, then you’re not developing yourself as a human being in this space of time. Buying into Apple comes with ‘intangible products’ and aims to transform your identity if you become part of the Apple brand. Quickly, overconsumption habits become routine, leading to the e-waste epidemic we now face.
The amount of discarded electronic waste has increased in recent years, with the increase in procurement. In 2015, 1.5 billion smartphones were sold worldwide. With the manufacturing of devices becoming relatively inexpensive, it has become more economical to purchase new items than repair old ones. Although, certain tech giants have initiatives in place to sustain their ‘green halo’.
Key tech players such as Apple and Samsung are giving consumers incentives to return their old devices in exchange for gift vouchers for future purchases. Here’s where it gets interesting. Companies have claimed that Apple, among other renowned businesses, have artificially reduced lifespans of electronic goods, creating products that degenerate at a quicker rate to promote fast turnover. Those of you with an iphone know exactly what I’m talking about: the elusive two-year mark when everything slows down. They market new products, get loyal customers to purchase these goods and create a culture that makes everyone else that doesn’t have one, want one. In an article from The Atlantic, the United Nations stated in their ‘Waste Crimes’ series that 50 million tonnes of electronic waste was dumped in 2017, up 20% from 2015, most of which ended up in global landfills in third world countries.
The environmental impact continues to be a concern, with the growth in innovation and global communication. Intangible commodities grow as branded ideas are bought. We must become aware of our consumer habits and visualise the impacts of buying into brands.
The question remains: who is to blame, consumers in their actions, or manufacturers who are the front line of production, pressuring consumers with strategic marketing campaigns?
