Does “Made in the USA” matter today?

1342515_flagYes actually it does, if  “Made in the USA” means better quality, quicker availability and product safety according to an article in The New York Times.

While the phrase used to induce patriotism and a commitment to supporting the US and its businesses/economy, today consumers are most concerned with getting the best product and safety for their family – i.e. China’s lead paint on children’s toys…

So how does a business use “Made in the USA” to its advantage in a marketing strategy? Well, for example, Whirlpool Corporation promoted in its ads “that 80 percent of its appliances “sold in the U.S. come from our U.S. factories.” Other companies are relying on heritage and a “Since 19XX” tie of its roots to the US.

Companies also need to be cautious of how much of their product is actually “made in the USA.” This technicality had redirected several marketing plans.

In another study by the Boston Consulting Group, results showed that 80 percent of consumers surveyed said they would be willing to pay more for “Made in the U.S.A.” products than for those carrying a “Made in China” label.

But does it add up in the checkout line? Do you check labels on your everyday consumed products or just the likely imported ones like electronics and apparel?

I think we all have good intentions these days of being more cautious of big box stores and products made or grown in the USA. However, I don’t think the average customer is willing to pay extra to support the label if they can get the same quality from another outside brand.

What does “Made in the USA” mean to you? Does it influence your purchases?


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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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