The persistent practice of reuse in the modern era: A survey of francophone advertising in Switzerland from 1851 to 1968

This study examines the persistent, though often overlooked, practice of material reuse in francophone Switzerland, exploring advertisements from 1851 to 1968 that illustrate a continuous and practical approach to reclaiming construction materials. These ads reveal reuse as an adaptable and community-centered practice, enduring even as industrialization reshaped construction priorities. By analyzing 21 ads and categorizing them into six core themes-including community resilience, public authority involvement, and heritage preservation-this paper underscores reuse as a culturally embedded and economically driven norm. By drawing comparisons with other European contexts, the study highlights how historical reuse principles might inform contemporary circular economy frameworks, especially concerning community-based material networks and ethical considerations in heritage conservation.