durability

New and improved! Personal care products seldom change dramatically from year to year in the way that a car manufacturer might add new features or modify the design. Companies redesign the packaging or make some small adjustment and rebrand the product as „new and improved!“ This plays to the American belief that new is inherently good, tapping into the cult of youth, that new equates young with fresh and desirable.

Some products celebrated for their durability are more resistant to rapid change than things like electronics or cars. American-made tools are generally designed to be strong and durable since replacement is expensive and breaking a tool is inconvenient. Durability in the long-lasting, rugged sense is the more desirable quality.

Although old buildings are torn down and replaced with new construction, American building codes specify much more stringent standards than in other parts of the world. What results is high quality – albeit expensive – buildings that endure. Like in many European cities, American historic districts showcase the place’s commitment to the durability of its construction products.

A New Broom Sweeps Clean – A fresh leader gets rid of the old and brings in new ideas and personnel. This term can be found in English as early as 1546 in John Heywood’s proverb collection.

Climb/jump on the Bandwagon – Join a growing movement in support of someone or something, often just as that movement appears to have become successful. This phrase developed after American politicians in the late 19^th century began using bandwagons when campaigning for office.

First known use: 1899 by President Theodore Roosevelt: “When I once became sure of one majority they tumbled over each other to get aboard the band wagon.”

Familiarity Breeds Contempt – The better you know someone, the more likely you are to find fault with them. First known use: 1386 in Chaucer’s “Tale of Melibee.”

The Grass is Always Greener on the Other Side – A different situation always seems better than your own. First known use: 1400s.

You Can’t Teach an Old Dog New Tricks – Old dogs (and people) learn less well than the young. Although this phrase primarily refers to people, not products, it nevertheless shows how Americans tend to view old things as outdated and unadaptable. First known use: John Fitzherbert’s 1534 “The Boke of Husbandry.”

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.

The idea that people should try everything once is deeply ingrained in American thinking. In fact, Americans are so hesitant to choose a definite course of action without trying all of the alternatives, that Winston Churchill once said “You can always count on Americans to do the right thing – after they’ve tried everything else.”

Many famous Americans possessed of a try everything once spirit. American actress Mae West once said “I’ll try anything once, twice if I like it, three times to make sure.” In 1920, G.B. Manly offered to take American humorist Will Rogers on an airplane ride. After the ride, Rogers remarked: “Try anything once. Try some things oftener. When you goin’ again?”

American President Franklin D. Roosevelt also had the willingness to try anything – something which is now said to have greatly attributed to his ability to help America out of the Great Depression. FDR’s wife Eleanor once commented about him that “He recognized the difficulties and often said that, while he did not know the answer, he was completely confident that there was an answer and that one had to try until one either found it for himself or got it from someone else.”

Americans take a similar viewpoint towards products. They don’t want something that will last forever, but just long enough for them to try it, and see how it compares to other products that they’ve used. Then they want to move on to try another product.