‘Made in America’ Drives Sales
Considering how few items are entirely made in the U.S.
today, it is interesting that American consumers continue to express a preference
in domestically-produced goods.
A new Harris Interactive/Adweek Media
survey found 61 percent of consumers in the U.S. are more likely to purchase
items that are "Made in America" while
only three percent (they were kidding, right?) are less likely to buy. Thirty-five
percent didn’t seem to care one way or the other.
Interestingly, consumer preferences
for American-made goods varied based on age and geographical location.
percent of adults 55 and older are more likely to buy "Made
in America" as are 66 percent of those between 45 and 54 and 61 percent
of those 35-44. Among 18 to 34-year-olds, the number drops to 44 percent.
in the Midwest (67 percent) were more likely to buy American while the same
was true of 61 percent of Southerners, 60 percent of Easterners and 57 percent
of those living out West.
"Advertisers are always looking for a potent, feel-good message to help
sell their products. National pride is something that can always work and Americans
are proud of the products made at home," said a press release to announce
the survey results. "At the moment, car manufacturers are probably utilizing
this tactic best, especially as they try to dig themselves out of the problems
of the past few years."
Discussion Questions: How much of a competitive advantage do you think comes
with the "Made in America" label? Is there enough of an upside
for manufacturers to consider bringing at least some of their production
back to the U.S.?
- National Pride Matters as Three in Five Americans More Likely to Purchase
Product When Ad Emphasizes it is "Made in America" – Harris Interactive/Adweek