Americans expect products to last. Products that wear out quickly disappoint; products that endure earn loyalty and recommendations. “Built to last” is high praise.
This durability expectation calibrates to product type and price—expensive products should last longer than cheap ones—but the underlying value is consistent: good products don’t fall apart. Durability connects to value perception. Products that don’t last require replacement, increasing total cost. Durable products deliver better lifetime value.
But durability also carries almost moral weight: well-made things should last because that’s what well-made means. Environmental consciousness reinforces this—disposability draws criticism while longevity aligns with sustainability. When Americans evaluate products, they’re thinking about how long the product will serve them well.
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