Is “American-Made” A Big Selling Point?

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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About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.