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“Made in America” is becoming a more and more compelling marketing claim. That’s because consumers believe buying American goods helps the economy, reduces unemployment, supports “The American way of life,” and is better for the environment too.

Over 60% of Americans are more likely to buy a product if they know it is made in the US. People over 55, Midwesterners, and the affluent are the most likely to be swayed by a product’s country of origin. In fact, over 75% of the wealthy gravitate towards items that are made in the US, up 5 percentage points in the past two years.

Unfortunately, it’s not that easy for consumers to “Buy American.” Roughly 90% of products in mainstream stores like Wal-Mart are made elsewhere. What’s more, consumers are confused, often assuming products are made domestically when they are not.

Brands are starting to take notice of the American made trend. Tiffany & Co. now markets the fact that all its jewelry is designed in the US, and 50% is manufactured here. Fashion brands, including Brooks Brothers and Joseph Abboud, are also boldly advertising their US pedigrees.

We expect the made in the US trend to gain strength because it hits on key consumer hot buttons related to the economy, jobs, and taking care of the planet.

We should think about...
  • Are we marketing “made in America” as appropriate on our products?
  • Should we do more domestic sourcing or manufacturing?
Sources: Brand Channel 2011; Harris Interactive 2010; MSNBC 2011
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