Made in USA Makes Comeback as a Marketing Tool
January 21, 2013
It’s working: Over 80% of Americans are willing to pay more for Made-in-USA products, 93% of whom say it’s because they want to keep jobs in the USA, according to a survey released in November by Boston Consulting Group. In ultra-partisan times, it’s one of the few issues both Democrats and Republicans agree on.
When considering similar products made in the U.S. vs. China, the average American is willing to pay up to 60% more for U.S.-made wooden baby toys, 30% more for U.S.-made mobile phones and 19% more for U.S.-made gas ranges, the survey says.
Now Wal-Mart wants a piece of the action. The behemoth, embroiled over the past year with worker protests and foreign bribery investigations, pledged recently to source $50 billion of products in the U.S. over the next 10 years, says Wal-Mart spokesman Randy Hargrove. They’re not alone. Mendoza says both Caterpillar and 3M have also made efforts to source more in the U.S.
“Regardless if this is a PR ploy or not, it doesn’t matter. A lot more people will look for the Made-in-USA tag,” she says, adding that, considering Wal-Mart’s size, $5 billion a year is only “a drop in the bucket,” for the retailer whose 2012 sales reached almost $444 billion.
Kyle Rancourt says his American-made shoe company, Rancourt & Co., hit it big as concern over U.S. jobs mounted when the recession hit in 2009. But he says he lies awake at night worrying if Made-in-USA is just a passing fad.
“It’s inevitable that times will change,” Rancourt says. “But I am still holding out hope that this has become a core value of our country.”
Mendoza says that if buying American turns out to be a passing fad, the country is in trouble.
“If they don’t understand the economic factor, we need to pull on their heartstrings,” she says. “The thought of having a country like China taking over, that alone is bone-chilling.”
But do folks care enough about U.S. manufacturing jobs to permanently change the way they shop? David Aaker, vice chairman of brand consulting firm Prophet, says the companies that get the most credit for being American, such as Apple and Cisco, don’t even source products in the U.S.
“I don’t think it matters unless it becomes visible,” Aaker says. “The most common way for that is if something bad happens, like if Nike gets some press about conditions in factories overseas.”
But Rancourt says his customers believe foreign-made shoes lack the soul of their American counterparts.
“There’s hundreds if not thousands of workers working on those factories. They do one specific job, maybe put an eyelet into a specific place,” he says. “They don’t have an idea or concept of a finished product and how that should look.”
Just watch out for phony Made-in-USA claims. It’s illegal to claim a product is U.S.-made unless both the product and all it’s components are sourced in the U.S. Even products that could imply a phony country of origin with a flag or country outline are verboten. Julia Solomon Ensor, enforcement lawyer at the Federal Trade Commission, says the FTC gets “several complaints each month about potentially deceptive ‘Made-in-the-USA’ claims.”
It sets a bad example. Mendoza says the U.S. needs to let kids know it’s OK to work in manufacturing. “Not all children are going to grow up to be dentists, and lawyers, and investment bankers.”
Margarita ,we have been followin your site and have been working with the folks at The American Clothing Company…Logan Beanin particular. We at HBS Marketing are ALSO pasionate about MADE IN AMERICA…check out webb site”DUGLIFE.com”..Keep up the GREAT WORK!
Ron…
OUR NEW PROJECT IS ” THE GREAT ALL AMERICAN DREAM GALLERY”
The ” Great All American Dream Gallery” is a not for profit ” Experience” Developed to introduce consumers to All Products “Made In The USA ” and to The companies in America, that produce them! Our goal is to do our share to Grow our Economy by encouraging retail consumption of products produced Domestically..and there by creating NEW JOBS !
We are seeking sponsorship of major Retailers and Corporations who will directly benefit from Economic Growth in this Country!
Hello Ron – Thank you for your continued support. We work closely with the folks at AAC. Wonderful team! Great work you are doing as well. This movement is a collaborative effort. Thank you for your passion and dedication to American manufacturing. Your efforts are applauded! Let us know if you see a collaboration.
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It’s really a great news that Made in USA Makes Comeback as a Marketing Tool. This will creates more job opportunities for the employees.
There is no updates regarding The Made in America Movement since long time..If any then kindly share with us..
Made In The USA ” and to The companies in America, that produce them! Our goal is to do our share to Grow our Economy by encouraging retail consumption of products produced Domestically..and there by creating NEW JOBS !
We are seeking sponsorship of major Retailers and Corporations who will directly benefit from Economic Growth in this Country!
It’s really a good news for Small manufacturers, craftsmen and retailers..
What should I do to become a corporate member or corporate sponsor?
Thank you for the inquiry on becoming a MAM member. Kindly email us at info@themadeinamericamovement.com and an associate will send you details.
What should I do to become a corporate member or corporate sponsor?
I like the micro industries that are popping up. My nephew and his friends and neighbors are really into sustainable farming.
Wonderful of your nephew and friends! A conscientious consumer begins at home. It seems as though they are doing a find job. Thank your support.
I heard about the Made in America Movement. It supports all American Businesses, Manufacturers and Service Providers
It certainly does, Dermatend. Email us for benefit details: info@themadeinamericamovement.com
Small manufacturers are having their time here. It’s only the added advantage of technology that leads them to success.
Indeed. A lot of the smaller manufacturers are not taking advantage of the technology in front of them. Social media can be a great benefit for the small manufacturers who do not have a market budget. We try to help through our membership. Thank you for your support and for your dedication to American manufacturing.
Its being seen that small scale businessmen are more capable to meet the requirement of their customers as compared to the activities which are undertaken by the Businessmen at an enterprise level.
Absolutely. Thank you for your support and for your dedication to American manufacturing.
It has become necessity to take care where to invest and where to buy the product because of recession.
As I’ve observed, the customers take interest in trusted company. Product quality is on second, and every body knows that American companies are more trustworthy than Chinese.
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This movement is a collaborative effort. Thank you for your passion and dedication to American manufacturing. Your efforts are applauded! Let us know if you see a collaboration.
Thank you as well, Cover Letter Examples, for your support.
We try to help through our membership. Thank you for your support and for your dedication to American manufacturing.
A lot more people will look for the Made-in-USA tag,” she says, adding that, considering Wal-Mart’s size, $5 billion a year is only “a drop in the bucket,” for the retailer whose 2012 sales reached almost $444 billion.
considering Wal-Mart’s size, $5 billion a year is only “a drop in the bucket,” for the retailer whose
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