#USA #New York #consumer behavior #The Conference Board #Made in USA

The Shift in Consumer Attitudes Toward 'Made in USA'

In recent years, American consumers' attitudes towards the country of origin of products have notably changed. A new report from The Conference Board reveals that the significance of 'Made in USA' labels has decreased significantly over the past three years. According to a survey of 3,000 US adults, the likelihood of considering the country of origin when making a purchase has dropped by 18% since 2022.

Key Findings of the Report

The findings highlight several trends that help explain this shift:

• - Decreased Influence of Country of Origin: A growing number of consumers now view the country of origin as a less important factor in their purchasing decisions. As of 2025, only about half of the respondents indicated that they were more likely to buy a product if it was made in the USA, an 11-point decline from previous years.

• - Price Sensitivity: Economic challenges such as inflation and shifting trade policies have led consumers to prioritize affordability over the emotional connection often associated with domestic products. Denise Dahlhoff, PhD, the report's author and Director of Marketing Communications Research at The Conference Board, noted that rising prices linked to domestic production costs and tariffs on imports have affected consumer preferences.

• - Age Dynamics: Interestingly, support for products made in the USA has significantly fallen among older Americans (55+). This demographic, once considered the most loyal to domestic products, is now showing increased price sensitivity. In contrast, younger consumers (under 35) exhibited a slight increase in interest toward domestic production, possibly linked to sustainability and job creation narratives.

Varied Consumer Preferences

The report also underlines that attitudes toward foreign-made products vary widely, influenced by factors such as income levels and the specific countries involved:

• - Affluence and Country Preference: Wealthy consumers tend to favor products from 'upscale' nations like France, Germany, and Japan. However, their interest in these cues diminishes as income exceeds $200,000, suggesting that lifestyle factors take precedence.

• - Shifting Views on Foreign Products: Among the US's top import partners, Canada holds the most favorable standing among consumers, followed closely by Mexico, while products from China continue to evoke skepticism despite its strong market presence.

• - Low-Cost Production and Consumer Concerns: Countries known for their low-cost production, such as India, Vietnam, and Bangladesh, receive mixed reviews from US consumers. The perception that these countries are associated with quality issues during US trade tensions with China contributes to this unease.

Conclusion

The insights from The Conference Board underline a transformation in consumer behavior marked by a shift from an emotional connection to products based on their country of origin to a more pragmatic approach driven by economic realities. As price sensitivity grows amidst ongoing inflation and geopolitical factors, businesses seeking to appeal to US consumers may need to reconsider their marketing strategies. This evolving landscape presents challenges and opportunities for brands as they adapt to the changing preferences of the American consumer.

The traditional power of 'Made in USA' to signal quality, patriotism, and ethical consumption now contends with a broader context of economic pressure—a reflection of a society negotiating between ideals and practical considerations in their purchasing habits.