Nowadays, advertising businesses mostly focus on highlighting their products’ novelty. An essential cause of this is a simple aspiration to attract the attention of customers despite a competitive market. While this need encourages companies to be more creative and to research innovation, it results in an excessive emphasis on novelty over quality.
First and foremost, corporations need to advertise their products under the promotion of ‘brand innovation’ to make potential buyers more likely to be attracted to them. Admittedly, by introducing a new design, improved functions or advanced technology, businesses create an impression of a superior offer compared to existing alternatives. For a simple example, the smartphone industry frequently promotes the latest models by updates in cameras or additional features such as an AI assistant, encouraging consumers to replace their existing devices despite the fact that these might still function well.
Fundamentally, a positive consequence is the pressure of competition, as it urges organisations to invest in development and investigation. Moreover, some enhancements, such as long-lasting battery life, benefit both users and the environment. However, that advantage is outweighed by the negative effects. For instance, consumers may feel compelled to purchase the latest products simply to keep up with trends. Another reason is frequent replacement of functional goods, which leads to electronic waste that is difficult to recycle, causing harm to the environment.
Ultimately, the manufacturing process should prioritise the actual value of their products rather than presenting them as new for marketing. It should address genuine consumer needs instead of encouraging people to replace items, making money for companies.