Can Communicators Revive Interest in "Made in the USA"?

How potent is the “Made in USA” label for manufacturers and brands in both B-to-C and B-to-B sectors in an era of rising tariffs and simmering trade wars? 

US consumers are less influenced by where the goods they consume originate than they were just a few years ago, according to research by The Conference Board. That said, they remain by far most likely to find domestically manufactured goods appealing. 

This home bias is no coincidence. Consumers generally prefer buying domestic goods unless a specific foreign country of origin offers important emotional, functional, quality, or price benefits. This could be because of patriotism; a desire to support the domestic economy; or considerations of quality, trust, environmental sustainability, or supply reliability. These reasons may also apply to B-to-B customers, especially quality and supply reliability. 

The implication: Against the backdrop of an ever-changing trade scene, the significance of “made in” branding on customers’ purchasing choices is evolving—and marketing and communications strategies must adjust with them.

Price premium is an issue

The percentage of US consumers who said that learning a product they purchased was made in a specific country would prompt them to buy it again dropped from 2022 to 2025 for all countries of origin in our research. Price sensitivity appears to be driving this shift. Consumers may associate “made in” labels with higher prices, whether due to the perception that domestically produced goods cost more or fear of increased tariffs on those made abroad. 

Does "Made in USA" still have marketing value?

These shifts do not nullify the power of “Made in USA,” but rather recalibrate it. US consumers not only prefer domestically manufactured products, but these goods also experienced the smallest relative decline in influence compared to products made in other countries. The proportion who said they would be inclined to buy a product again learning it was manufactured in the US fell by 18%—much less compared to Ukraine (–51%), Russia (–40%), Mexico (–36%), and China (–29%), among others.

Consumer purchases do not always match expressed attitudes, of course, but attitudinal studies suggest a strong support of domestic goods. One survey shows that 75% of US consumers prefer US-made products but also finds that 62% more heavily weigh factors such as quality and price. 

In other words, people view “Made in USA,” as they do sustainability: desirable but often not to the point of paying a notable premium for those added benefits.

“Made in USA” marketing, searches, and litigation are up

Manufacturers and brands have long understood the value of highlighting products’ US origin. Case in point: In response to new US tariffs, “Made in USA” marketing has surged, along with online searches for the term. So too has litigation for false claims of US manufacture—in a country that has among the strictest standards for domestic origin claims. 

Products labeled "Made in USA" must be "all or virtually all" manufactured domestically. Companies can also be charged for falsely implying a product was made in the US—for example, featuring the American flag in advertisements. They can limit their claims to partial domestic manufacturing (e.g., ”assembled in the US with Italian leather”). 

Ways to market and communicate “Made in USA” in the current environment

Marketing teams can leverage the US origin of their products in the following ways:

• Deemphasize price in favor of the products and their economic and social benefits. Promoting these advantages and their tariff-free status can help make US-made products more competitive.

• Target receptive customer segments. In B-to-C, focus marketing efforts on consumer segments more likely to respond positively to “Made in USA” labels according to our research, such as younger, medium-income, and Republican-leaning consumers. 

Communications teams should keep the following approaches in mind:

• Use “Made in USA” as an emotional, nonpolitical differentiator. Such labeling could help fill the silence left by companies becoming less vocal on social and political issues, which previously served as a meaningful brand-enhancer.

• Use nonpartisan messaging. Avoid politically charged messaging. Increasing polarization and population diversity may limit patriotism’s appeal. Instead focus messaging on domestically produced goods’ universally appealing attributes including quality, local job creation, and supply chain safety. 

• Stress how “Made in USA” supports local jobs and the local economy. These are positive impacts that everyone can embrace regardless of their politics.

• Highlight the superior quality and supply-reliability of US-made products. These performance-related qualities resonate more universally with customers in both B-to-B and B-to-C, especially after the pandemic’s supply chain disruptions. 

• Point out domestic manufacturing’s social and environmental benefits. Domestic workers often enjoy higher labor standards, leading to better worker treatment and more competitive pay. In fact, our research shows these features create the most brand appeal with US consumers among sustainability-related features. “Made in USA” also permits more eco-friendly shipping, which can reassure consumers about their purchases. It can also help B-to-B customers’ sustainability goals. 

• Adhere to regulatory norms. Ensure that all “Made in USA” claims meet FTC standards. This not only avoids legal issues but also builds customer trust. 

• Leverage the CEO and senior leaders as messengers. Speaking and publishing about their domestically-made products and their support of domestic manufacturing can make a reputational and financial difference for the company.

• Use “Made in USA” storytelling. Share engaging behind-the-scenes glimpses of domestic factories, workers, and US suppliers.

• Communicate notable distinctions. Let your stakeholders know about media recognition, awards, and sustainability rankings that have resulted from domestic manufacturing.   

• Be ready to handle criticism. In today’s political climate, companies face scrutiny from many sources and should plan for possible policy shifts to ensure today’s strategies remain effective and resilient over time.

The recent shift in the US approach to trade has shaken up the marketplace for both companies and consumers. While it’s a challenging situation, it also provides a renewed opportunity for “Made in USA” if marketed appropriately.