LONGTIME®, the first European-wide, independent label for products designed to last. It clearly informs consumers about the longevity and repairability of products and rewards manufacturers who focus their industrial effort on durability.
It is applicable to all manufactured goods thanks to an innovative process, allowing identification of product specificities, 41 criteria focusing on an end-to-end approach of durability and granted after an audit conducted by third-party certification bodies.

LONGTIME® label
Implemented in
- Europe and Central Asia
Led by
Sectors of activity
Environmental Services, Consumer Goods
Type of initiative
Education & Awareness Raising
Start date
01/01/2018
Submitted on:
12/10/2020Objectives
Nowadays, manufacturers start to understand the importance of offering consumers sustainably designed products but they don't know how to do it and need guidelines in this process. They want to stand out as they focus their efforts on sustainable design. Consumers choose replacement over repair as it is mostly cheaper. There is a lack of information concerning repair and spare parts availability. Consumers increasingly ask for "designed to last".
LONGTIME® addresses both of these issues.
LONGTIME® help industries that lack the benchmarks to turn to more virtuous practices and help them change their industry model toward a more qualitative production. It helps manufacturers to comply with regulations and achieve sustainability goals.
Secondly, LONGTIME® clearly displays the durability of a product : a LONGTIME® product has a longer than average lifespan and is also more repairable.
It provides consumers for the first time with verified information and raises awareness of responsible consumption. As an incentive for the use of sustainable products, the label contributes to reduce the market share of short lifespan products thus contributes to reduce premature waste and greenhouse gases. While you are still using your LONGTIME® product, another ordinary product breaks down and needs to be replaced.
Finally, LONGTIME® provides information on product repairability and lift barriers going against repair. By encouraging repair, LONGTIME® brings up-to-date this practice and participates in the revival of the repair sector.
Tomorrow, with LONGTIME® solution, manufacturers committed to sustainable design will be able to differentiate and add value to their products so that they can be easily identified by consumers. Consumers will be able to identify and choose products designed to last and to be repaired.
Activities
As collected through the One Planet Reporting
Outcome level
SCP changes in practice
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Consumer information brochure delivered with LONGTIME® certified products on the longevity benefits of the product
Consumer information brochure delivered with LONGTIME® certified products on the longevity benefits of the product
Regions
Europe and Central Asia
Lead organization
Ethikis ad civis
Objective
1) Sustainable Consumption. Consuming products that last longer means consuming less and taking better care of objects. The label provides consumers for the first time with reliable, independent and verified information about the durability and repairability of goods and raises awareness of responsible consumption. Hence, it promotes and induces a major behaviour change of consumers. They are empowered to act informed, easily and responsibly in line with the SDG12 objectives. The poorest households are the first impacted by premature obsolescence because they tend to purchase entry-level products which are more likely to be less repairable and less robust. They have become growingly frustrated with products failing prematurely, but finally have the reassurance and possibility to identify products designed to last. This limits their financial burden of early renewal and provides modest households with access to quality second hand products. Therefore, it increases their purchasing power and gives them access to quality and longevity at affordable prices. The label is an incentive to enhance the value of the product and to use it for a longer period of time. 2) Sustainable Production. The management and extraction of resources - as part of the production phase of manufactured goods - generate a lot of greenhouse gases. Extending the lifespan of products is an excellent way to optimize resources and reduce environmental impacts. This extension leads to a reduction in the use of natural resources (raw materials, water, energy...) on the input side, a reduction of waste on the output side and, as a consequence, fosters a circular economy. Again, it is all about resource efficiency. LONGTIME® help industries that lack the benchmarks to turn to more virtuous practices and help them change their industry model toward a more qualitative production. It encourages manufacturers to differentiate from competitors by the quality of their products and not by their price. By inducing a major behavioural change for more sustainable production and consumption patterns, the label actively contributes to the reduction of Greenhouse Gas (GHG) emissions.
Achievements
So far, we have labelled products within 7 different category groups and the interest from manufactures in growing. Feedback from our first customers is thoroughly positive and proves their willingness to pay for the label. Also, some manufacturers approached us on a voluntary basis. Even manufacturers that we are not yet able to work with (e.g. the textile industry). For consumers, a response to their demand for transparency in terms of sustainability, when purchasing. We want consumers to turn to sustainable products and use them sustainably. We therefore expect a reduction in the amount of waste from manufactured products and the elimination of planned and organized obsolescence practices. For manufacturers, a veritable value proposition providing them with visibility and competitive advantage. LONGTIME® has strong potential to be a driving force for change and to produce leverage effect on industries (based on the organic label dynamic). Finally, LONGTIME is well-positioned to become the norm in Europe and beyond. It could even lead to an auto-regulation based on LONGTIME® criteria for the industry. In terms of resource efficiency, environmental impact and human well-being, it is still too soon to have any feedback on our impact and we are not able to measure and quantify it.
Impact and Results
Currently, the LONGTIME® methodology has led to the labelling of 7 products (on 7 different product-families). It also means that we have helped 5 manufacturers to evaluate and improve, if necessary, their production process. These guidelines could be re-used for their next product launches.
Concerning the expected impacts, they can be classified into 4 categories : industry, social, environmental and economic.
1. LONGTIME® has strong potential to be a driving force for change and to produce leverage effect on industries. It would progressively become the standard in Europe and beyond.
2. LONGTIME® encourages the creation of qualified jobs in the repair sector and would decrease the unemployment rate. It participates in the revival of the repair sector.
The modest households finally have the possibility to identify products designed to last. This limits their financial burden of early renewal and provides them with access to quality second hand products at affordable prices.
3. LONGTIME® fosters a circular economy. As an incentive for the use of sustainable products, the label contributes to reduce the market share of short lifespan products. Extending the lifespan of products is an excellent way to optimize resources and reduce environmental impacts.
4. We can rightly state that a consumer will choose to repair its LONGTIME®-labeled product instead of replacing it. Supported by the rise of 3D production, Europe would be more independent towards its imports (for products and spare parts).
Next steps and how to get involved
Now that the labelling methodology is well implemented, we want to expand globally and considerably increase the number of labelled products. Therefore, LONGTIME® need to build strong and reliable partnerships to ensure its acceptance, marketing, dissemination and hence the success of the project.
The partnership objectives are manifold: collaboration on data collection and research, identification of technical issues, communication and dissemination, sensibilisation of customers.
We must continue to expand our network to:
- Develop and improve our evaluation system
- Gain visibility in several networks and support in communication efforts
- Have access to data on repairability and durability data
- Have access to information on policy developments
- Obtain market opportunities
- Assure pertinence of our approach and learn from best practices
- Anticipate needs of the market and legislation