A durable product, often referred to as a durable good, is a product that does not quickly wear out or, more specifically, one that yields utility over time rather than being completely consumed in one use. Durable products have a long lifespan and are used over a longer period, typically three years or more. The longevity of these products differentiates them from non-durable products, which are consumed quickly or have a short lifespan.

Examples of durable products include:

  1. Appliances: Refrigerators, washing machines, ovens, etc.
  2. Furniture: Tables, chairs, sofas, beds, etc.
  3. Vehicles: Cars, trucks, motorcycles, bicycles, etc.
  4. Electronics: Televisions, computers, mobile phones, etc.
  5. Tools: Hammers, saws, drills, etc.

In contrast, non-durable products (or non-durable goods) are items that are consumed quickly or have a short lifespan. Examples include food, beverages, cleaning supplies, and many personal care products.

In economic analyses and forecasts, the distinction between durable and non-durable goods is significant. Durable goods often require a more significant investment, and their sales can be an indicator of consumer confidence in the economy. When consumers expect economic stability or growth, they are more likely to invest in durable goods. Conversely, during economic downturns, consumers might delay purchasing durable goods due to uncertainty.

What makes a product durable?

Making products more durable is essential for both environmental sustainability and consumer satisfaction. Durable products reduce waste, save resources, and often provide better value for money in the long run. Here are some strategies and considerations for making products more durable:

Material Selection:

  • Use high-quality materials that are known for their longevity.
  • Opt for materials that are resistant to wear, corrosion, and environmental factors.

Design for Durability:

  • Prioritize a design that minimizes weak points or areas prone to wear.
  • Consider modular designs that allow for easy replacement of parts.
  • Avoid trends that can make a product seem outdated quickly.

Manufacturing Quality:

  • Implement strict quality control processes to ensure consistent production standards.
  • Use manufacturing techniques that enhance durability, such as double stitching for clothing or reinforced joints for furniture.

Maintenance and Repair:

  • Design products to be easily maintainable. For instance, make sure parts that are likely to wear out (like batteries in electronics) are replaceable.
  • Provide clear maintenance instructions to users.
  • Offer repair services or partner with repair shops.

Protective Features:

  • Include features that protect the product from damage, like shock-absorbing cases for electronics or rust-resistant coatings for metal products.


  • Conduct rigorous testing to simulate long-term use and identify potential weak points.
  • Use feedback from these tests to refine the product design.

Consumer Education:

  • Educate consumers on proper care and maintenance to extend the product’s life.
  • Offer warranties that reflect confidence in the product’s durability.

Sustainability and Eco-design:

  • Consider the entire lifecycle of the product, from raw material extraction to end-of-life disposal.
  • Design for recyclability, so even when the product reaches the end of its life, its materials can be reused or recycled.

Feedback Loop:

  • Encourage feedback from customers about product durability and use this feedback for continuous improvement.
  • Monitor returns and complaints to identify and address common durability issues.

Regulations and Standards:

  • Stay updated with industry standards and regulations related to product durability.
  • Seek certifications that vouch for the product’s durability and quality.

Avoid Planned Obsolescence:

  • Resist the business model of designing products to have a limited useful life so that consumers will have to buy replacements. Instead, build a reputation for long-lasting products.

Importance of Building for Durability

Building a durable product is crucial for a variety of reasons, spanning economic, environmental, ethical, and brand-related considerations. Here are some of the primary reasons why product durability is important:

Consumer Satisfaction and Trust:

  • Durable products meet or exceed consumer expectations, leading to increased satisfaction.
  • Consumers are more likely to trust and remain loyal to brands that offer long-lasting products.

Economic Value:

  • Durable products often provide better long-term value for consumers, even if they are more expensive initially.
  • Companies can reduce costs related to returns, repairs, and warranty claims.

Environmental Responsibility:

  • Durable products reduce the need for frequent replacements, leading to less waste in landfills.
  • They help conserve resources by reducing the frequency of manufacturing new products.
  • Reduced production means less energy consumption and fewer emissions.

Ethical Considerations:

  • Producing durable goods can be seen as a more ethical business practice, as it avoids the controversial strategy of planned obsolescence.
  • It respects the consumer’s investment in the product.

Brand Reputation and Positioning:

  • Companies known for producing durable products can position themselves as premium or quality-driven brands.
  • Positive word-of-mouth and reviews can enhance a brand’s reputation.

Sustainability and Corporate Social Responsibility (CSR):

  • Durability aligns with the principles of sustainability and CSR, as companies take responsibility for the entire lifecycle of their products.
  • Companies can market their commitment to sustainability, appealing to environmentally-conscious consumers.

Economic Stability:

  • Durable products can lead to more predictable and stable sales patterns, as opposed to the boom-and-bust cycle of products with short lifespans.
  • It can also lead to diversified revenue streams, such as maintenance and repair services for long-lasting products.

Reduced Total Cost of Ownership:

  • For many products, especially those in the B2B sector, the total cost of ownership (including maintenance, repairs, and downtime) is a significant consideration. Durable products can offer a lower total cost over their lifespan.

Competitive Advantage:

  • In markets saturated with similar products, durability can be a distinguishing feature that sets a product apart from its competitors.

Supports Circular Economy:

  • Durable products fit well within the circular economy model, where products are designed to be used, repaired, and recycled, rather than following the traditional linear “take, make, dispose” model.

By focusing on durability, companies can build trust with consumers, reduce returns and warranty claims, and contribute to a more sustainable and less wasteful society. In summary, building a durable product is not only beneficial for the consumer but also for the company and the environment. It fosters trust, promotes sustainability, and can lead to long-term economic benefits.