Considering how few items are entirely made in the U.S. today, it is interesting that American consumers continue to express a preference in domestically-produced goods.
A new Harris Interactive/Adweek Media survey found 61 percent of consumers in the U.S. are more likely to purchase items that are "Made in America" while only three percent (they were kidding, right?) are less likely to buy. Thirty-five percent didn't seem to care one way or the other.
Interestingly, consumer preferences for American-made goods varied based on age and geographical location.
Seventy-five percent of adults 55 and older are more likely to buy "Made in America" as are 66 percent of those between 45 and 54 and 61 percent of those 35-44. Among 18 to 34-year-olds, the number drops to 44 percent.
Consumers in the Midwest (67 percent) were more likely to buy American while the same was true of 61 percent of Southerners, 60 percent of Easterners and 57 percent of those living out West.
"Advertisers are always looking for a potent, feel-good message to help sell their products. National pride is something that can always work and Americans are proud of the products made at home," said a press release to announce the survey results. "At the moment, car manufacturers are probably utilizing this tactic best, especially as they try to dig themselves out of the problems of the past few years."
Discussion Questions: How much of a competitive advantage do you think comes with the "Made in America" label? Is there enough of an upside for manufacturers to consider bringing at least some of their production back to the U.S.?