The present work of investigation is subscribed under the project of corporate social responsibility of the investigation line of Business Reality of the Faculty of Business of the Universidad del Rosario. The investigation problem arises from two actual problems, which converge in the short and medium term unsustainability derived of the way of doing business nowadays. The first problem is the sufficiency problem, which emerges from the consumer, who is programmed to buy and accumulate objects and stuff that after a while are going to be thrown away as waste. The second problem is the business model that extracts resources, transforms them, commercializes them and compels the consumer to keep buying and that forgets that most of the stuff it produces ends up as waste. The deficiency of having a not sustainable consumerism and a design process that ignores the future generations, are two different sides of the same coin. That is why the problem is studies from both the perspective of the consumer and the perspective of the producer. International tendencies related to sustainability are driving business trough a new road that will reward early adopters. Taking the two problems as the starting point and with the objective of finding business sustainability, a solution for each agent of the problem is studied. In the side of the consumer, the theory that describes responsible consumption is analyzed; it is also studied how the consumers have the power to cause a positive effect doing what they know best: shopping (and choosing what to buy). In the side of the producer, a new business model called the product-service system is studied. This model focuses on satisfying the consumer’s needs through a combination of the provision of services and the facilitation of products, instead of the commercialization of them. In other words, instead of selling things that the consumers will want to accumulate (sufficiency problem), they are offered with solutions that satisfy their real needs. Te company maintains the property of all the products that integrate the service. It is also studied in which ways can the product-service system be adopted by the consumers, who are so used to the actual model. One of the objectives is to explore the system of products and service as an enduring business alternative that solves the environmental challenges of the XXI century. In order to test the feasibility of this hypothetical model that changes the patterns of interactions between businesses and their users, a new business idea that integrates products and services to satisfy the user’s need is proposed. An area that is characterized for being onexof the most consumerist segments in the market in terms of the annual buying sales volume was chosen: the clothing and fashion business. And not only any type of clothing, but the segment of fast fashion, a model that forces the consumers to buy clothes with an even higher frequency. This was done with the objective of proving that the proposed model can work even under the most consumerist assumptions that exist nowadays.
