Retain

usgb/rɪˈteɪn/Volume
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Duration EmphasisPlay
Emphasizes the ongoing status or possession of something. SlideDespite the company's struggles, they retained their loyal customers.
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Active DecisionPlay
Suggests a conscious choice to not let go or change something. SlideWe must retain our cultural traditions amidst globalization.
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Positive ConnotationPlay
Often carries a positive sense, as it implies success in holding onto something valuable. SlideHer ability to retain her composure under pressure is admirable.