Hervé Corvellec

This chapter examines the myth of neophilia – the belief that new products are inherently better than repaired ones – and how it has shaped consumer culture, business models and policy. Rooted in postwar consumerism, neophilia has been reinforced by marketing, technological change and growth strategies that promote novelty as progress while casting repair as outdated or uneconomical. The emphasis on the new has led to shorter product lifetimes, greater resource use and the erosion of repair skills. Businesses have prioritised rapid product renewal, often through design choices that limit repairability, while policies have tended to reward innovation and consumption rather than durability and maintenance. As a result, repair is undervalued, even when it could extend lifetimes, conserve resources and lower costs. The chapter highlights the wider value of repair, not only in reducing waste but also in sustaining knowledge and strengthening local economies. Repair cafés and community initiatives make repair a shared practice of learning and cooperation, while businesses that design for durability and modularity demonstrate their technical and commercial viability. Refurbished electronics and second-hand markets further illustrate how repair and reuse are reshaping consumption, offering tangible alternatives to the consumption of new. The chapter concludes with implications for citizens, businesses and policymakers, emphasising that strengthening repair is essential for more sustainable production and consumption. Dispelling the myth of neophilia reframes repair as a practice of responsibility, care and resilience.