Latest Marketing Tool: Made in USA

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Over 80% of Americans are willing to pay more for Made-in-USA products

Small manufacturers, craftsmen and retailers are marketing the “Made in USA” tag to score points with consumers for employing stateside, says Margarita Mendoza, founder of the Made in America Movement, a lobbying organization for small manufacturers.

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.

Made In America Lobbying Organization

There mission is to play a part in the restoration of the U.S. economy by connecting American manufactures with consumers; to educate consumers on the importance of buying American made products; and to partner with American manufacturers and businesses to collaborate on maximizing their use and distribution of Made in USA products.

Made in USA Brand Certification Mark Icon

Made in USA Brand Certification Mark Icon
Made in USA Brand Certification Mark Icon

The Made in USA Brand certification mark icon creates the shape of an outstretched hand, while symbolizing the United States flag.

The certification mark is the only registered non-mandatory brand enhancer and identifier of goods made and grown in the United States. Until now, there has been no consistent way of identifying that a Made in USA product is of U.S. origin.The Made in USA Brand certification mark provides that consistency. Businesses that meet the accreditation standards are invited to use the Made in USA Brand certification mark. When customers see the Made in USA Brand certification mark, they know they are getting reliable U.S. made and grown products.

The fingers of the hand appear in red as a tribute to the stripes on the flag. Cradled in a palm of blue, a single white star represents unity. The shape of a hand was chosen to stand for the products that are “made” by the hands of workers at United States companies. The icon appears in the position of a business handshake, which represents the promise of reliability and quality of goods and products made in America.

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.”

Why Claim Made in USA?

  • It will enhance and build your brand
  • It will expand your customer base
  • It is a differentiator from your competition
  • It adds purchase influence at the point of sale
  • It allows an opportunity to tell your Made in the USA story
  • It strengthens your brand for exports

Perception Research Services reported that four out of five shoppers notice “Made in the U.S.A.” claims on packaging. 76% of those shoppers claim that they are more likely to purchase a product after noticing the “Made in the U.S.A” claim.

From offshore to insourcing
For many consumers, affordability has driven the bulk of purchasing decisions. Businesses in turn have ventured abroad for cheap labor and specific manufacturing skills to keep prices down.

So what’s driving big and small businesses to increase sourcing of U.S. products — beyond the obvious good PR?

In short, a shift in global manufacturing that’s in the early stages. A combination of factors including rising labor costs are eroding China’s cost advantage as an export platform for North America.

Mexico, meanwhile, is rebounding as a manufacturing base, and wages there will be significantly lower than in China, according to a Boston Consulting Group report. By 2015, BCG forecasts that for many goods destined for North American consumers — manufacturing in some parts of the U.S. will be just as economical as manufacturing in China.

For years, the main attraction of China outsourcing has been access to low-cost labor. But pile on related business costs such as transportation of goods, duties and industrial real-estate expenses, and the global manufacturing landscape is no longer China-dependent.

American-made green products

Among the growing piles of American-made goods, many are made with recycled materials. Turns out it’s easier to manufacture green products domestically because sourcing of recycled materials including recycled plastic is particularly plentiful and transparent in the U.S., said Jenna Sellers Miller, president of Architec Housewares, a nine-employee housewares business, based in Delray Beach, Fla.

Sources: USA Today, NBC News and Made in USA Brand

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