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Ren Barrus was just an intern at Cotopaxi, an outdoor gear and apparel company, when he noticed piles of used backpacks and jackets sitting in boxes at the warehouse. The company was only 3 years oldstill a startupbut already, customers were eagerly using its 61-year warranty. One broken zipper and the brand would send a completely new backpack, no questions asked. It wasnt that consumers were gaming the system; they just expected durability. Two years later, by then a team lead, Barrus launched a guerrilla repair program: When customers sent in their broken gear, hed drive it to his moms house in Utah where she would fix it up on her sewing machine, and ship it back. While no one at the company knew about it, this type of initiative was encouraged in Cotopaxis culture. Once he had a few success stories, he pitched it to leadership and they made it official in 2018. That homegrown effort laid the foundation for Cotopaxis now fully developed circularity program. Today, the brand starts with sustainably sourced materials and extends the life cycle of products through Mas Vida, its resale platform that sells pre-loved gear. Although the brand still offers a lengthy warranty, repairsnot replacementsare now the first line of defense. [Photo: Cotopaxi] Lifetime warranties, which have long served as a signal of quality, used to be the gold standard. But in an era of fast fashion, shifting consumer habits, and rising climate urgency, that promise doesnt carry the same weight. Some companies now use lifetime warranties more as a customer loyalty hack than a commitment to longevityoften because sending out a new product is cheaper than handling repairs or returns. While many customers love the convenience, others are growing tired of the waste. Reddit threads are full of users whove replaced an item multiple times, only to run into the same flaw again and again. Brands like Cotopaxi are rethinking what it really means to stand behind a productand theyre betting that todays consumers want something more lasting, thoughtful, and adaptable. From Policy to Practice Mattress company Saatva, which has been around for 15 years, is another example of a long-standing repair model. Through its Friends for Life warranty, the company replaces any defective mattress within the first two years, free of charge. After that, we instead encourage our customers to repair if there’s a damage or defect versus disposing of a perfectly fine mattress, says Rocco DiMilta, senior vice president of business operations. Of course, not every brand has the infrastructure to make this work. DiMilta explains that most bed-in-a-box mattress companies would struggle to manage returns and repairs through third-party services like FedEx or UPS, which can be prohibitively expensive. Saatva, by contrast, operates more than 150 distribution centers across the country, which makes localized logistics far more manageable. Still, even Saatva asks customers to share in the cost. We ask the customer to understand that moving merchandise around isn’t cheap and that’s why they pay $149 for the transportation, DiMilta says. [Photo: Saatva] While the in-house repair model works for Saatva and other brands, it also requires keeping spare parts in stock and having a team that can refurbish products. For highly technical repairs. Cotopaxi works with third-party partners: Sometimes, it’s neither desirable nor effective to try to build out your own programs. There are already amazing providers in this space, says Annie Agle, vice president of sustainability and impact at Cotopaxi. We have a really amazing technical repair partner called Rugged Thread. Companies can also outsource the job by having a network of affiliated repair businesses around the country that carry the parts or materials needed to repair the brands products, says Anna Sáez de Tejada Cuenca, circularity researcher and assistant professor of operations, information, and technology at IESE Business School in Spain. This also reduces the carbon footprint, because a customer can drop by a local store instead of shipping a product back. However, theres no one-size-fits-all model. Each company should consider what works best for their materials and product category. When repair isnt realistic, brands like Levis and Arcteryx have implemented buyback programsin which brands purchase the used product from a customer and keep the item in circulation through resale or material reuse. Designing for Longevity A repair program is only as good as the product it supports. Brands and manufacturers have to make things designed to last a long timedesigned to be repaired, says Sáez de Tejada Cuenca. A poorly made itemone with thin fabric or weak seamsmight fall apart before the zipper even has a chance to fail. [Photo: Cotopaxi] Brands like Cotopaxi are using repair insights to inform future design choices. If we see the same repair happening over and over again on the same product, then that information goes back to design and development so that on the next iteration of that product we can implement changes, Agle says. Some companies are exploring modular designproducts built with interchangeable or replaceable partsto extend usable life even further. Running brand Nnormal, for example, created a shoe with replaceable midsoles, offering runners a more sustainable alternative to tossing the whole shoe once the cushioning is worn out. Fairphone takes a similar approach with its smartphones: Users can replace everything from the battery to the camera module with just a screwdriver. Its a stark contrast to the sealed, short-lifespan design of most mainstream electronicsand a glimpse at what a more circular tech industry could look like. Building Buy-In Circularity programs work only if consumers understand and believe in them. We try to educate the consumer from the very first moment that they’re introduced to our brand, says DiMilta. We make sure that we explain that the high-quality materials can be refreshed rather than discarded, right? Customers’ expectations are not only lived up to, but they’re known ahead of time. [Photo: Saatva] For both Cotopaxi and Saatva, sustainability is baked into the brand ethos. Theyre attracting many of their customers because of their earth-friendly policiesso many were already on board with these changes from the start. But some larger brands dont have that kind of credibility. With less of a sustainability track record, companies may face more frictionand more skepticism. Still, theyre the ones with the reach to drive real change. Big brands that already have the name should start taking the lead on these kinds of programs because the big impact is on the mainstream and the mass consumption, says Sáez de Tejada Cuenca. It’s a culture shift that needs to happen at the consumer and brand level at the same time. Streamlining the Process For consumers to actually choose the more sustainable option, it has to be easy. A lot of people want to do better for the planet but dont have the money, or time, or skills, says Riani Kenyon, consumer behavior analyst at Canvas8. If their favorite brand gives them the tools that they need, its kind of like handing it on a platter like, Ill make this easy for you. It allows people to bridge the intention-action gap when it comes to sustainability. This means eliminating as many logistical barriers as possible: prepaid shipping labels, home pickupsanything to make repair or resale as easy as throwing something away. If the experience of participating in these business models is as similar as possible to dropping something in your trash bin, more people will participate just naturally, Sáez de Tejada Cuenca says. Saatva, which offers pickups, has found that when the repair process is simple and affordable, customers are often eager to take that route. Customers are more likely to opt for the repair rather than the replacement option because they know that they can get the product fixed at no additional cost other than the transportation, DiMilta says. That kind of frictionless experience also builds trust and brand loyalty. Still, Sáez de Tejada Cuenca notes that getting the average consumer to buy in remains extremely difficult. Different consumers might need different reasonings to hop on board, she says. For some, its about environmental values and reducing waste. For others, it might resonate more if framed around durability, craftsmanship, or even Made in America pride. In todays polarized climate, brands may need to adapt messaging depending on their audience. A New Mode of Ownership For many consumers, a lifetime warranty no longer feels relevant. People are going from working in the office to going freelance to moving to a new country, Kenyon says. When people don’t even know what the next year is going to look like for them, they want offers that keep up with their changing lifestyles. [Photo: Cotopaxi] Resale or rental opportunities are providing much needed flexibility for consumers who care about waste but dont necessarily want to commit to owning something forever. Increasingly, brands like Cotopaxi, Zara, and Ganni are bringing these offerings in-houselaunching their own resale and rental programs instead of relying on third-party platforms like ThredUp. Giving customers an easy, branded way to return, repair, or recirculate products builds more trustand keeps them coming back. All of this doesnt mean warranties should disappear. However, they need to be part of a broader, more thoughtful approach. We need to rethink how we produce and consume things, says Sáez de Tejada Cuenca. Do we want to make a profit out of large volumes and thin margins? Or do we want to sell much less volume and establish long-term engagement with the consumer?
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The psychological contract hasnt just shifted around where we work. It has shifted, and continues to shift, around the entire relationship between organizations and employees. That shift in expectations feels most dramatic when we look at Gen Z, the latest entrants to the workforce. More than 40% of Gen Z employees have refused a work assignment because of ethical concerns. Nearly four in 10 have turned down a job with a company that doesnt align with their values. In the workplace, they are driving the conversation around social justice, mental health, and work-life balance. More than 90% of workers say theyve been influenced by Gen Z on issues of meaning at work, and more than six in 10 say Gen Z has made them more likely to speak up when they dont approve of something at work. Career Stage vs. Generational Differences Some of the generational differences were experiencing are just career stage differences. While the Three Cs of meaningful workcommunity, contribution, and challengeare important for everyone, different people will value different sources of meaning more highly. In particular, those newer to the workforce tend to want opportunities to learn and grow. Jennifer Deal, who has studied generational changes at work for many years, says, When people talk about generations, what they do is they think about lumps of people cohorts that were born at a particular time, and that doesnt really have as much of an effect in the workplace as does life stage, career stage, and level in the organization. Young people want to be challenged. While you should focus on all Three Cs for everybody, you might want to put more weight on challenge for people who are new to the workforce and weigh things differently for people who are middle or later career. Other generational differences, however, represent a shift in employees expectations of organizations and their leaders. Arthur Brooks shares, Every year I teach Harvard MBA students about happiness and its unique relationship to leadership. These students are almost all destined for tremendous success as measured in worldly terms: money, prestige, and power. To most people in our society, this seems like a dream come true and the secret to happiness. Yet each year, when I speak to my MBA studentsboth in class and in private office hoursmany are concerned. Are they truly on the path to happiness because of their near-certain success? They talk to alumni who complain about workaholism, broken relationships, and trouble finding passion. This provokes a lot of anxiety about meaning. What Gen Z can teach In our consulting work, were frequently called in to help leaders navigate the divide between younger and older employees. We commonly hear things like, These kids just dont want to work. We find it more accurate to say, These kids dont want to work the way you did. While younger employees of course have a lot to learn, we believe this generation also has some things to teach. As we move toward a new, better model of work, this rising cohort is challenging many long-held ideals and broken structures. They arent encumbered by the old system because they havent invested in it. Kahlil Shepard, a Gen Z worker, says, I want to do things that matter. I want to feel like Im constantly evolving. I want to work at a place where leaders are facilitating not just my growth broadly but also my ability to live out my values in the world. Leaders can, and should, challenge this cohort to temper their ideals with practical realities. At the same time, leaders have an opportunity to take their aspirations of a better model and help bring it to life. This requires leaders to unlearn some of the meaning-killing behaviors that are a part of the old model and adopt better ways of working. The future holds the promise of better work for all of us. We all want meaningful workwork that builds community, that contributes to others, and that challenges us to grow. As a leader, you have far more influence than you think in creating this meaning for others. Small moments of meaning can create ripples that reach our families, friends, and neighbors. The impact of these moments can extend far into the future. We believe that now and into the future every job can, and should, be meaningful with the help of a great leader. We believe that leader is you. What if all jobs were meaningful? Imagine a world where every job is designed to be sustainable and fulfilling. Where jobs offer not just a paycheck but also a sense of contribution. Imagine work environments that prioritize relationships and connections over mere transactions. What if every employee was valued not as a temporary fix or a number on a balance sheet but as a crucial, long-term contributor to the organizations success? Imagine a world where earning a living did not come at the cost of living a meaningful life. How would this shift in work impact our organizations, our society, and our personal well-being? Making work meaningful is not an item to check off your to-do list. Its the critical lens through which you must view every decision, interaction, and task. Meaning is createdor destroyedin daily moments. Every conversation in which you truly listen, every piece of positive feedback you give, and every project you assign that encourages learning and growth dont just add upthey multiply. Excerpted from Meaningful Work: How to Ignite Passion and Performance in Every Employee. Copyright 2025 by Wes Adams and Tamara Myles. Available from PublicAffairs, an imprint of Hachette Book Group, Inc.
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Things are tough right now, with complexity and uncertainty in the world driving stress and worry. Youre probably trying to stay positive and muscle through. But theres an important difference between keeping appropriately optimistic and acting with toxic positivity. If youre faced with toxic positivity in yourself or others, its probably based on good intentions that have run amok. But it can actually create a negative spiral that can make things worse. Staying positive during trying times According to a survey from MyPerfectResume, people are reporting record levels of exhaustion, anxiety, and stress with 88% who said they were burned out. In addition, 32% of respondents reported they felt anxiety, including 30% who had headaches and 25% who had muscle pain related to their burnout, according to the data. Attempting to stay optimistic is a reasonable response, but toxic positivity is what happens when that goes too far. It involves ignoring reality, suppressing negative emotions, and trying to be overly positive in every situation, regardless of reality. Those with toxic positivity may also try to impose their attitudes on othersto the annoyance of those around them. Toxic positivity has multiple negative effects. First, when people demonstrate toxic positivity, it can result in denying reality, and undermining their ability to respond constructively to negative situations. Second, an unwillingness to express real emotions can result in feeling isolated from others and can cause mental health challenges for the person expressing toxic positivity. Third, when someone is acting with toxic positivity and denying others emotions, it creates barriers to forming a trusting relationship, because others may feel devalued. Fourth, when someone is perceived as inauthentic, others may question their honesty or integrityagain getting in the way of building relationships. So, how can you be positive without embracing toxic behavior? There are some strategies that work. Be aware and be realistic You can avoid toxic positivity by staying aware of whats going onincluding the bad news or challenges that emerge. Repressing or avoiding difficulties or uncomfortable facts is a classic characteristic of toxic positivity. Avoid burying your head in the sand. Instead, seek information, stay in the know, and be aware. You dont have to overdo negative thinking or marinate in bad news, but you will want to keep your eyes open to real situations and circumstances. Its also important to be realistic. You dont need to overcorrect toxic positivity by catastrophizing or anticipating all the worst outcomes, but its constructive to be clear about whats going on and face up to the need for solutions. Put energy into responding to problems instead of investing energy in sealing them out. As youre working through disappointment or discouragement with yourself or others, also avoid using insincere positive statements or gimmicks. A study published in Psychological Science found that most people believe positive statements can help their mood and their self-esteem. But in the experiment, people who struggled with low self-esteem and who also repeated positive self-statements like, Im a loveable person, felt worse than they did before using the self-statement. The bottom line: Sometimes inauthentic or superficial solutions like hollow self-talk are worse than an honest assessment of whats difficult and an intention to deal with it. Encourage and empower yourself and others, but stop short of using superficial feel-good statements that get in the way of authenticity or action. Be empathetic At the same time youre aware of situations and realities, youll also need to stay in tune with people and be empathic toward them. Consider what theyre going through, ask questions, and listen to their points of view. By validating what people are going through and by being present with them in tough times, you can both support them and empower them to work through difficulties. This is helpful to them and it also builds the relationship, which is good for both of you. Also avoid imposing your attitudes on others. If youre naturally an optimistic person, thats fine, but avoid attempting to change others. Youll want to support them, but if you try to convince someone that everything is okay despite all theyre going through, youll just irritate them and drive a wedge in the relationship. Its okay to be optimistic While youre avoiding a toxic approach to positivity, you can be optimistic. Look to the future and be hopeful about itand take action to find solutions for the issues that are important to you. Optimism can lead to positive outcomes. In a study of over 70,000 people researchers from Boston University surveyed respondents about their optimism and compared it to their health data, over a 10 to 30 year period. They found that those who were more optimistic boosted their longevity by 11% to 15% and increased their chances of living to age 85 by 50%. These effects on longevity were in spite of participants age, education, diseases, or depressionand regardless of habits related to alcohol use, exercise, or diet. Researchers believe that optimism is so powerful because it may help people bounce back from stress and regulate emotions. The difference between toxic positivity and healthy optimism is a matter of degree. If you deny reality, you may be tipping into toxic territory. But if you can be empathetic and avoid imposing your positivity on others, you reach a reasonable balance and connect more deeply with others.
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