In recent years, the word ‘sustainability’ has taken center stage in corporate boardrooms, advertisements, and even product packaging. From major multinationals to smaller enterprises, everyone seems committed to the mantra of ‘Reduce, Reuse, Recycle.’ These three words, however, have evolved into corporate slogans – often wielded more as marketing buzzwords than as guiding principles for real change. Beneath the surface, many businesses are struggling to deliver on their sustainability promises, abandoning tried-and-true practices in favor of trends that ironically undermine long-term environmental goals.

One vivid example of this is the simple ballpoint pen. Decades ago, most pens were designed to be refilled. When the ink ran dry, consumers could simply purchase a new refill and continue using the same pen body. Today, however, this sustainable practice has largely disappeared. Refills are hard to come by, if available at all, and consumers are instead encouraged to buy entire new pens. The result? Millions of discarded pens annually, contributing to plastic waste – exactly the kind of waste companies claim they are trying to reduce.

The shift to disposable culture

The ballpoint pen example is emblematic of a larger shift in consumer culture that extends well beyond writing instruments. A study by the Ellen MacArthur Foundation revealed that of the 78 million tons of plastic packaging produced globally each year, only 14% is recycled, while 40% ends up in landfills, and a third leaks into ecosystems. The disposable culture we see in ballpoint pens mirrors similar trends in other product categories, from razors to coffee pods.

Razors, for instance, were once sold as a handle with replaceable blades. Now, companies like Gillette or Schick market disposable razor cartridges that come in bulky plastic housings. The handle, once designed for extended use, is often discarded after a short lifespan. Similarly, in the world of coffee, brands like Nespresso and Keurig popularized single-use coffee pods, which, despite being recyclable in theory, often end up as landfill waste due to the complexity of separating their materials for recycling.

These examples highlight a troubling trend: while companies tout their sustainability initiatives, many are quietly phasing out product designs that were inherently sustainable.

The rise of ‘Greenwashing’

What’s driving this trend? One explanation is the pressure on companies to increase short-term profits by encouraging higher consumption. Forcing customers to buy new pens instead of refills or new razors instead of blades is good for business but bad for the environment. And while these companies may invest heavily in marketing campaigns that promote sustainability, the reality is often more complicated.

This practice, known as ‘greenwashing’, involves companies making exaggerated or misleading claims about the environmental benefits of their products. For instance, many companies boast about the recyclable nature of their packaging, but as the Environmental Protection Agency (EPA) notes, most plastics are either too costly or too difficult to recycle effectively. Just because something is theoretically recyclable does not mean it is practically so.

In the case of single-use items like coffee pods, only a small fraction are actually recycled. According to Keurig’s own sustainability report, less than 20% of their pods are processed through proper recycling channels, and only in regions where specialized recycling facilities exist. The gap between claims and reality highlights how the narrative of sustainability is often more about perception than impact.

Abandoning old, sustainable practices

The trend toward disposability is not just a failure of companies to embrace new sustainability innovations; it also represents a retreat from older, more sustainable practices. Many electronics manufacturers used to design products with repairability in mind. Sony and Panasonic, for instance, once offered easily replaceable components in their radios and televisions. Today, however, we are living in an era of ‘planned obsolescence,’ where products are designed to fail or become outdated within a few years, forcing consumers to purchase entirely new units rather than repair old ones.

The business case for reviving sustainable practices

The environmental argument for sustainability is clear, but the business case for returning to more sustainable practices is equally compelling. A growing number of consumers are becoming aware of the environmental impact of their purchasing decisions and are looking for brands that align with their values.

In a 2021 global survey by Nielsen, nearly 80% of respondents said that sustainability is important to them, and 73% of global consumers said they would change their consumption habits to reduce their environmental impact. Companies that invest in genuinely sustainable practices stand to gain a competitive edge as conscious consumers seek out more environmentally responsible brands.

Some companies are beginning to recognize this shift. In the world of fashion, brands like Patagonia and Levi’s are encouraging customers to repair their clothing rather than replace it, offering repair services and even warranties that last the lifetime of the product. Similarly, in the electronics sector, Fairphone has built a brand around repairable and modular smartphones, designed to be upgraded and repaired easily, thus extending their lifespan.

Solutions for a sustainable future

To move beyond the rhetoric of sustainability and towards meaningful action, companies must embrace both innovation and tradition. Designing products for longevity and repairability, reintroducing refillable systems, and prioritizing recyclability should all be part of the strategy. Governments and regulators have a role to play as well. Bans on single-use plastics, extended producer responsibility (EPR) laws, and mandates on product recyclability can encourage companies to rethink their approach to product design and packaging.

Ultimately, the goal should be to create a system where sustainability is not just a marketing tool, but an integral part of a product’s life cycle – from design to disposal. The ballpoint pen refill may seem like a small thing, but it’s emblematic of a larger issue: we need to rethink not just how we produce new things, but how we can preserve and extend the life of the things we already have.