A combination of factors including safety issues with imported products, environmental concerns and even economic nationalism are leading more consumers to look for the "Made in the U.S.A." label on products they buy, according to a report by The New York Times.
Bill Allayaud, a director for the Sierra Club, told The Times that he was among those who has begun to look for American made goods where once he dismissed concerns about buying foreign made products.
"Every time you see 'Made in China,'" he said, "you think, 'wait a minute, something's not right here.'"
Alex Steffen, executive director of www.worldchanging.com, said consumers are looking to buy American goods because it provides them with the opportunity to enjoy "guilt-free affluence."
This desire, said Mr. Steffen, has meant "you have not only the local food craze but things like American apparel, or Canadian diamonds instead of African 'blood diamonds,' or local-crafted toys."
Interestingly, the low price of imported goods has in many cases given American-made products a luxury cache. The Times article pointed to New Balance, which produces its top-of-the-line sneaker in the U.S. while sourcing lower-end models overseas.
In the past, the fashion industry led a manufacturing exodus to points overseas. While the vast majority of goods continue to be made somewhere other than here, New Balance and others such as Nicole Miller and Oscar de la Renta are manufacturing in the U.S.
While these designers are producing goods domestically, they are not currently incorporating "Made in the U.S.A." into marketing messages.
Despite problems with some low-cost goods produced in China and elsewhere, there is still a view held by many consumers that "Made Over There" equates to higher quality and buying U.S. products does not merit serious consideration.
Ernie Boch, president of Boch Automotive, which operates Honda, Subaru and Toyota dealerships, said that is the case when it comes to affluent consumers buying cars. "It's kind of like people who stay at the Four Seasons," he said. "They've heard of Motel 6, but they don't stay there. It's not part of their vernacular."
Discussion Questions: Is the time right for a retailer to establish a purchasing/sales strategy along the line of Sam Walton's "Buy American" program? Are American consumers ready to buy "Made in the U.S.A." goods? How would a retailer market such a program?