Planned Obsolescence in Asia: Why Shortcuts Kill Brands Faster Than Products

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Let’s call it what it is: planned obsolescence is when brands knowingly design products to break, fade, or lose relevance long before they should. It’s profitable, yes, but it’s also reckless. And in markets like Malaysia and across ASEAN, consumers are no longer turning a blind eye.

The circular economy in Malaysia is shifting from policy chatter to boardroom reality. From the Green Technology Master Plan Malaysia to the Circular Economy Roadmap 2030, governments are signalling that the throwaway economy is running on borrowed time. Brands that don’t adapt? They risk getting left behind by eco-conscious consumers in Southeast Asia who are demanding better.

Why This Matters in ASEAN

Globally, 92 million tons of textiles end up in landfills every year. Electronics pile up, appliances die early, and consumers pick up the bill, again and again. But in ASEAN, a region with young, fast-growing populations, the scale of waste is staggering.

The good news: ASEAN sustainability strategies are pointing toward a $200 billion economic opportunity by 2030. The even better news? The market for sustainable business models in ASEAN is wide open.

Four Ways to Break the Cycle

Here’s how brands are already challenging the status quo:

1. Modular Design (Malaysia and Beyond)

Samsung’s recent initiatives hint at a future where repairability becomes a selling point. With pressure mounting from the Circular Economy Policy Framework Malaysia, modular design in Malaysia is moving from nice-to-have to must-have. A smartphone where you swap a part instead of the whole thing? That’s a competitive edge.

2. Product-as-a-Service (PaaS) in Asia

Forget ownership. Leasing and subscription models are exploding, from fashion to electronics. Product-as-a-service in Asia is rewriting profitability by aligning incentives: consumers get flexibility, companies get recurring revenue, and the planet gets less waste.

Case in point: Style Theory, a fashion rental platform, has made waves in Singapore and Indonesia. It’s a textbook example of sustainable fashion in ASEAN; turning closets into shared ecosystems instead of landfills.

3. Textile Recycling in Malaysia

Local innovators are already leading the charge. Take Kloth Circularity, whose bins for unwanted clothing dot communities across the country. Their impact on textile recycling in Malaysia proves that grassroots action can match, or even outpace, policy.

4. Eco-Conscious Consumer Power

The rise of eco-conscious consumers in Southeast Asia is reshaping how brands behave. They’re voting with wallets, hashtags, and reviews. Companies ignoring this cultural shift aren’t just outdated - they’re invisible.

The Big Picture: ASEAN Sustainability Strategies

This isn’t about feel-good CSR reports. It’s about survival. Brands clinging to planned obsolescence will be legislated out, priced out, or simply abandoned. Meanwhile, those adopting sustainable business models in ASEAN, built around circularity, repairability, and smarter consumption, are future-proofing themselves.

Because here’s the truth: the circular economy in Malaysia and across ASEAN isn’t a niche experiment anymore. It’s the new competitive baseline.





At Orchan Consulting Asia, we’ve seen how quickly the tide can turn when consumer expectation, government policy, and business innovation collide. The smart brands aren’t waiting for regulations to force their hand. They’re already proving that sustainability in ASEAN isn’t just possible - it’s profitable.

If your brand wants to thrive in ASEAN’s circular economy, let’s talk. Reach us at changenow@orchan.asia or call us at +603-7972 6377 and schedule a free 30-minute sustainability audit with our team.

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