Don Carli On Tuning What We See Online To Reduce eCommerce Returns
https://whattheythink.com/articles/129325-the-850-billion-retail-return-problem-nobody-owns-yet/. That's what retail and e-commerce returns will cost in 2026, generating 8.4 billion pounds of landfill waste — and a surprising share of it involves products that worked perfectly. They just didn't look the way people expected. About 22% of consumers return items because the product looked different in person than it did online, and for home goods and textiles, that number climbs higher. The culprit has a name: metamerism — the way colors shift under different light sources, so the navy sectional and the matching throw pillow that looked identical on your screen clash under your living room LEDs. https://whattheythink.com/articles/author/222/, founder of Nima Hunter and Senior Research Fellow at the Institute for Sustainable Communication, joins Sustainability In Your Ear to explain why this keeps happening and what it would take to stop it.
The fix isn't a moonshot. The relevant standards — https://www.khronos.org/gltf/ for digital rendering and https://www.color.org/iccmax/index.xalter for physical material appearance — already exist and were designed to be connected. Digital textile printing already makes it possible to produce fabrics with pigment recipes that match under any lighting condition, not just one. What's missing is coordination: brands putting spectral consistency requirements into their supplier purchase orders, the same way the GMI certification transformed packaging quality once Target and Home Depot required it. The https://www.khronos.org/3dcommerce/ has already standardized how products look across digital screens — the next step is bridging that standard to the physical object.
When we get this right, a sofa stays in the home it was ordered for instead of traveling a thousand miles back to a distribution center and ending up in a landfill. That's what circularity looks like when it's applied to the seam between the digital world and the physical one.
Follow Don's work at https://whattheythink.com/articles/author/222/ and on X at https://twitter.com/DCarli.
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