What is 'emotionally durable' design?
9 February 2013 Last updated at 08:38 GMT
In 2005 a book was published called Emotionally Durable Design: Objects, Experiences and Empathy. It was a call to arms for professionals, students and academic creatives to think about designing things we would cherish and keep, rather than throw away.
Jonathan Chapman, professor of sustainable design at Brighton University, wrote the book eight years ago. But is it having any impact?
"It's actually very easy to design and manufacture a toaster that will last 20 years; that can be done. What's not so easy is to design and manufacture a toaster that someone will want to keep for 20 years, because as people... we haven't been trained to do that," he told the Today programme's Evan Davis.
Professor Chapman stressed the importance to "de-materialise and to use less".
First broadcast on BBC Radio 4's Today Programme on Saturday 9 February 2013.