United States – Page 70 – understand-culture

Food and obesity

Despite the fact that over 30% of Americans are considered obese, they continue to expect and consume very large portions of food. This is part of a culture that glorifies and celebrates things that are large. Large homes, large cars, and large food portions are made possible by America’s abundant wealth and natural resources and celebrated as a key aspect of American culture. Bigger is better.

McDonald’s revolutionized the restaurant sector by applying an assembly line model to their hamburger restaurant. This process produces food of predictable quality in an efficient manner. In order to be profitable, non-fast food chains like the Cheesecake Factory must quickly produce food products of predictable quality without wasting ingredients or resources such as water and electricity. These restaurants have set up processes that rely upon training low-skilled workers how to create high-quality products by following strict processes.

„Bigger is better“: Many travelers have noted that American food portion sizes are much larger than portions in other countries in Europe and Asia. A medium sized drink or meal in America is the equivalent of a large in many Asian or European countries. Mainstream America tends to value size and price over the quality of a food product. Most fast food chains give customers the option of super-sizing a meal for a small fee ($0.50 – $1.00). Super-sizing increases the apparent value of the meal because it increases the size (and calorie count) for a small sum of money.

Some corners of American society have begun to strive for healthier, more sustainable portion sizes. One notable example is the controversial decision by New York City Mayor Michael Bloomberg to limit soft drink sizes. The law bans the sale of sugary drinks larger than 16 ounces and is aimed at curbing obesity and unhealthy habits that ultimately increase medical costs and decrease worker productivity.

Another initiative aimed at encouraging Americans to make better eating choices is the federal law that forces food chains with more than a certain number of store locations to post calorie information on the menu. This law was part of the Affordable Care Act, also known as „Obamacare.“

The Image of Exclusivity

In his May 12, 2015 article Taking the Fast Lane in the Handelsblatt Global Edition, Christian Schnell (schnell means fast in German) wrote about Porsche’s success in the U.S.

“Porsche keeps setting sales records in the United States, with double-digit percentage growth over four years. Of 190,000 Porsche’s sold last year, 47,000 were delivered to U.S. customers. The brand, part of the Volkswagen Group, has grown sales by double-digit figures for four years straight.”

Porsche is a niche player. It has a U.S. market share of only 0.4 percent. “It shouldn’t become much more than that to protect the car’s image of exclusivity, in Porsche’s view.”

“We have not set a figure as a target. Instead, we want to get a sense of how much we can expand the brand,” said Porsche-CEO Matthias Müller. “We’d rather sell a car less than one too many.”

Schnell noted: “At other companies, such elitist thinking has led to conflicts.” In 2014 the chief executive of Ferrari, Luca die Montezemolo, said he only wanted to build 7,000 cars per year. “The statement angered Sergio Marchionne, CEO of Ferrari’s parent company Fiat.” Not long thereafter, Montezemolo was out of a job.

It was an incident which the Porsche-CEO could not understand. “If Mr. Marchionne thinks he can turn Ferrari into a mass market brand I can only say: ‘A very warm welcome’.”

Houses people love to hate

According to the U.S. Census Bureau „The average new American home last year was 2,480 square feet, an increase of 88 square feet from 2010.“ These excessively large single-family homes are often referred to as „McMansions“ due to their relatively low cost and massive size.

By comparison, this is more than double the average home size in France and Denmark. The average size of a house in the United Kingdom was 818 square feet in 2009. Large homes consume large amounts of electricity, water, and other resources.

Americans tend to fill these large homes with numerous large things such as high capacity washing machines, clothes dryers, and kitchen appliances. Americans tend to keep the temperature of their home around 70 degrees Fahrenheit regardless of the temperature outside or amount of energy required to do so. Although some utility companies are encouraging Americans to use more efficient lighting, inefficient lighting and appliances remain the norm in most of the country.

American homes tend to be found on large plots of land, especially in affluent suburban areas. These lots are usually landscaped and planted with decorative plants and grasses that must be mowed, watered, and maintained. Mowing large lawns requires large tractors that, in turn, consume large amounts of gasoline. Watering lawns is a very inefficient process during hot summer months when much of the water evaporates before it has a chance to absorb into the soil.

Increasing home efficiency: In November 2010 the Obama Administration announced a program that provides funds to help Americans make their homes more energy efficient. The funds are used, for example, to insulate attics or put double panes on windows to trap heat in the winter and cold air in the summer months.”

Many local utility companies now send “efficiency packs” to new customers that include water-saving nozzles for faucets, energy efficient light bulbs, and suggestions on how to save energy during the warmest and coolest months.

The U.S. government also provides rebates for new commercial and residential wind and solar power projects. These initiatives have a dual function. They are aimed at bolstering the U.S. economy by creating jobs in the renewable energy sector. And they are also aimed at reducing greenhouse gas emissions by increasing energy efficiency. America is striving to be more “green.”

Pimp My Ride

DIY or Do it Yourself projects are very common in the United States. Rather than buying reliable products, many Americans prefer to buy unreliable products and then, using DIY, turn them into reliable (or at least different) products. This can be anything from salvaging a broken toaster to buying old houses and refurbishing them.

According to a recent survey, 3 out of 4 Americans who make changes to their houses will include some form of DIY. Additionally, there has also been a recent surge of DIY websites explaining to Americans how to go about fixing and upgrading products on their own.

There have been several American television shows that showcase DIY, including Pimp my Ride, which restored rundown vehicles, This Old House, which restored old houses, and even Home Improvement, a sitcom which centered around the antics of a DIY presenter, Tim Allen, as he routinely made mistakes showing people how to fix appliances and redesign their houses.

It turns out that Pimp my Ride was a bit deceptive. Oops!

“The same product forever?”

Americans rarely want to own a product for an extended period of time. Most are updated, changed, modified on a regular basis, giving them a kind of newness. These include: computers, electronicc, automobiles, and clothing styles.

Even houses are torn down so that new ones can be built in their place. To the extent that a person views themself as a product, some even alter their own physical appearance via cosmetic surgery: lift, tuck, tighten, remove, add.

Americans simply don‘t want to own, use or be seen with the same product for all too long. They want what is new, better, the „next best thing“, whether it is truly better or not.

Think of mobility in the U.S. Large percentages of Americans in a given year move from one place to another. Job mobility has always been a part of the American economy, now more than ever involuntarily.

Americans own cars for shorter amount of years than in most Western cultures. Fashion cycles are short, the trends are frequent. America is the land of fads, crazes, rages. It‘s a very large and diverse market, culture. It is a consume and consumer oriented economy.

Durable is important to Americans, but for a shorter period of time.

Smart

Smart power: In international relations, the term smart power refers to the combination of hard and soft power strategies. It is defined by the Center for Strategic and International Studies as “an approach that underscores the necessity of a strong military, but also invests heavily in alliances, partnerships, and institutions of all levels to expand American influence and establish legitimacy of American action.

It is smart because it achieves the desired outcome with the minimum amount of effort and utilizes every available resource. It focuses on the desired political effect.

Intelligent products: Products increasingly rely on technology that thinks for the user. Some examples are social networking (Facebook, Twitter, etc.), smart phones, software, weapons systems, and home automation systems.

Social networking now includes functions that match peoples’ networks and interests and suggest friends or connections. This decreases the amount of time that a user needs to search for users similar to themselves. Smart phones include voice recognition software and question-answer functions like the popular Siri function of the iPhone 4S. Software often reminds users to complete tasks like upgrading software or checks to ensure a user intended to take a certain action.

Weapons systems enable troops to save time by identifying friendly and hostile forces and automatically alerting allied troops of nearby threats. In the home automation sector, technologies such as the Nest thermostat learns the patterns of its users and automatically adjusts the temperature of the home in accordance with previous trends.

Drowning cars

Because Americans like to upgrade products so often, they have developed interesting ways to dispose of their old products. One such way is in an ice car competition.

In many northern cities in the U.S., there is a tradition that involves driving a car out onto a frozen lake in the middle of winter, and taking bets on when the car will break through the ice when temperatures rise.

The activity became popular in the 1940s when civic groups (such as the Lions Club) realized that putting an old, unused car on the ice and betting on when it would crash through would be a fun competition and a good way to dispose of an old piece of machinery and generate revenue for local cities.

These days, with environmental awareness on the rise, most cities have laws against dumping old cars in lakes. As a result, in cities that continue this tradition, the towns typically remove the engine and transmission, and make sure there are no fluids in the car that might damage the environment. Additionally, the cars are usually tethered to the bank so that they can easily be pulled out of the lake once they break through.

In cities that participate in this tradition, having your car plunge through the ice is considered something of an honor, and it’s not unusual for people to donate their old cars when they want to buy new ones.

Used cars

According to DEKRA’s 2014 report German automobiles scored very highly in terms of reliability, ranking first in six of nine categories.

The overall winner was the Mercedes E-Class, followed by the Audi Q5 and the Audi A5. Car of the Year was the Mercedes B-Class. As reported by the Kölner Stadtanzeiger on February 19, 2014.

Reliability is in Germany one of the essential characteristics of any product, and at the same time a key element of the German brand.

“March to our own beat”

WordPress software powers 70 million websites. Just about half of the biggest blogs in the world run on WordPress. Automattic – owner of WordPress – is not your typical Silicon Valley Web start-up.

“We march a little to our own beat, and sometimes it’s out of sync with Silicon Valley — and that’s been to our advantage and disadvantage,” co-head Toni Schneider said.

“We don’t get sucked into the latest thing, while some of our competitors are distracted by the latest shiny object. The disadvantage is sometimes we’re against the grain of what everyone else is excited about, and people ask ‘Why don’t you have x yet?’ — but we go at our own pace.”

Another way that Automattic is unusual is its extraordinarily low rate of staff changeover. It currently has 106 employees — and it has only ever hired 118 people.

Automattic was founded by Matt Mullenweg. From Houston. An American with a German background.

Air conditioning

Air conditioning in the U.S. is present in almost every home and building. It is often run 24 hours a day in commercial buildings. Large airports are air-conditioned 24 hours a day throughout the entire year. Americans often use substantial amounts of money during hot summer months and cold winter months to keep the temperature in their home around 70 degrees Farenheit. These practices represent a focus on the output – comfort – over other considerations such as environmental toll, cost, etc.

The U.S. Department of Energy recently passed increased standards for heating, ventilation, and air-conditioning (HVAC) equipment used in homes. These new standards will gradually take effect over the next several years and will require newly installed heating and cooling equipment to be higher efficiency equipment. Although this act shows that the government is serious about curbing energy use in American homes, enforcement will be difficult.

Some companies have realized that they spend large amounts of money heating, cooling, and lighting empty offices during nights and weekends. Many have adopted technologies that program equipment to automatically switch off at certain times of the day.