Over at MarketingForecast.com, they’re taking a look at an increasing desire on the part of American consumers to seek out domestic goods.
New research shows that the Made-In-America message is selling particularly well to affluent consumers. In the past 2 years, the number of well-to-do consumers who are buying products manufactured in America factories rose 5%. In addition, the data (from American Express Publishing and the Harrison Group) shows that 65% of affluent consumers consistently look for U.S. made merchandise.
Often, the American-made products come with a hefty price tag. In exchange for paying more, consumers are assured of quality. They are also tapping into the idea that, historically, the U.S. was built by hard-working people who generated their own wealth. Affluent consumers may like the idea of continuing that trend.
I once worked on a hardware manufacturer that made its products in Pennsylvania. And I wrote a line in a radio spot referencing the notion that the company’s line of products made good gifts for the holiday season, plus it would help American workers have a good holiday season as well. My Creative Director scoffed at it until I reminded him we were living in the Midwest, where people do care about those types of things.
But for many American consumers, it’s a matter of convenience and price. Still, I think it can be a big selling point if it’s relevant. Consumers also like a good story–and “Made in America,” these days, often comes with a compelling story.
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I think you combine what you mentioned with the economy of the past few years, the weakening of the American dollar, and foreign economies bypassing us, and keeping business in America has to become more an attraction to consumers. Buying “Made in America” would not only be a statement of pride but an act that can strengthen our current economic situation.