The purpose of DFL is to inspire humankind to consume less by empowering businesses to design better.
The two sides of the consumption equation, supply and demand, both need to do better to make a more sustain-able, more circular economy work. The DFL framework is the structure that can empower companies to adopt better design requirements and ultimately build better products. Better products on the market result in better options for consumers. The framework also allows consumers to drill down to thinking about different aspects of the products before they purchase them, to make better decisions on what products will fit their needs. We call this the DFL mindset.
The DFL mindset is the way we envision consumers will think about products and their purchase after getting familiar with the DFL principles, or that naturally develops after they have DFL products in their life. Frankly, it’s the way we aspire to be thinking about our everyday purchases as well. We aim to create a different relationship between the customer and the product. The more you get to know DFL, the more you examine and almost subconsciously evaluate your buying options based on the DFL criteria. Ultimately, the idea of investing in the long-term for every product you decide to purchase is what can accomplish DFL’s purpose.
The DFL mindset is about buying less and buying better, but that word better can be tricky. It can mean different things to different people in different situations. The main point of the DFL mindset is to make sure you are being thoughtful about your consumption habits and purchases, that you’re not buying something on autopilot, or buying something with the expectation of throwing it away, that you are thinking through your use of the product, what you need from it now and might need in the future and what you might do with it when you no longer need it. We need to remember there is no “away” to throw something to, a product always goes somewhere even if we don’t see or think about it anymore. We have come up with a hierarchy of what we mean when we say buying better, below:
|Bad||Buying on autopilot|
|Good||Thinking through the needs you have for a product, your lifetime of use, and the end-of-life plan.|
|Better||Buying second-hand with the knowledge of your needs, especially if you think they might change in the long run.|
|Best||Buying a DFL product that can adapt with your changing needs and be useful throughout your lifetime.|
Our view is that the DFL mindset is infectious. We see this in our customers, but especially in our employees at Lovesac. Once people are exposed to a DFL couch, they start seeking out other products that are as adaptable, easy to maintain, and durable. They start getting annoyed that it’s hard to find such products on the market in a lot of categories. They start becoming more mindful of their consuming habits. We want to spread this infectious mindset wider – we want more consumers to be more mindful, this changing consumer behavior will encourage companies to design better products – seeking to fulfill the desires of this growing group of conscious shoppers. Exposure to one DFL Product pushes us to expect more from other products in our lives and pushes us into a DFL mindset. In this way, we hope that the DFL mindset can go viral.