But what does that actually mean in practice?

It often means assuming that reusable items will be:

– used frequently and consistently over long periods
– returned, stored, or carried without friction
– cared for in ways that preserve their durability

These assumptions matter because many products only deliver benefits if they are used enough times to offset the resources required to make them.

So, what happens when real behaviour does not match these expectations?

In everyday settings, reusable items are often:

– discarded at home or replaced with new ones
– used fewer times than originally assumed
– lost, damaged, or retired earlier than planned

When this happens, the system begins to underperform. The environmental benefits expected on paper are not fully realised, even though the design intent was positive.

What can we do better to improve the performance of the product (and the system)?

Would love to know your thoughts…