5 reasons “American-made” resonates with consumers
Over the last two decades, Americans have had little interest in USA made products. Almost everything Americans were buying (including the little flags we waved on the 4th of July) was cheaply produced in foreign countries like Taiwan and China, and the trade deficit continued to grow. Luckily, that is beginning to change, as American-made products are suddenly regaining popularity and driving sales. And it’s not just about sentimental patriotism anymore. Here are 5 reasons today’s consumers are looking to buy products that are made in the USA:
According to a Boston Consulting Group survey released in November 2012, over 80% of Americans say they are willing to pay more for Made in the USA products. 93% sited wanting to keep jobs in the USA as the main reason. It’s not hard to understand that after years in a recession and rampant unemployment, Americans are starting to feel the consequences of importing more than we export. Now Americans are voting with their wallets and making smarter buying decisions in order to tip the scales back in our favor.
Many consumers take an interest in simplifying the supply chain, reducing our carbon footprint, and protecting the environment. For this reason, locally sourced products very popular. In a global economy, American-made is the equivalent of locally sourced, and consumers feel good knowing products are made “in their own backyards.” More importantly, America has stricter environmental laws than countries like China where there are unacceptable levels of pollution levels from manufacturing plants. That makes buying American an easy choice for environmentally conscious consumers.
The same consumers that are concerned about the environment are also concerned about protecting human resources. They understand that many countries exploit their own people, including children, to make a profit. When consumers buy American, they can be more certain that proper labor and fair trade laws have been followed.
Better Safety Standards
Some foreign countries do not set even minimum safety standards for the products they manufacture. For example, China ships tens of thousands of toys that contain poisonous lead paint to the US every year. When consumers buy American, they have more peace of mind knowing that standards are in place to protect them.
Many consumers have finally grown tired of cheaply made foreign goods, and they are willing to pay a premium for quality, American-made products. When marketing Made in the USA products, a focus on traditional craftsmanship and quality is key.
As you can see, the new Made in the USA market is more sophisticated, informed and socially conscious than ever before. To drive sales, you’ll want to ditch the old approach of appealing to patriotism and spend more time providing quality information about your manufacturing processes, company heritage and high standards.
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