“Made in America” Finds Place in Consumers’ Hearts
The “Made in America” slogan is starting to make its way back into marketing campaigns and hopefully into consumer hearts. Manufacturing for U.S. companies continues to be driven overseas, taking with it our jobs. With unemployment on the rise and consumer confidence shaken, a shift in consumer awareness of and preference for American-made goods is on the rise. And with that shift there are predictions among marketing professionals and advertising watchers alike that we will see more campaigns featuring “Made in America.”
Rob Kozinets, an anthropologist and professor of marketing at York University’s Schulich School of Business, notes that we are already starting to see a big shift in consumer priorities as evidenced by the rise of organic food and the locavore movement. “People are becoming more concerned about production, not just consumption. It’s interesting to see it showing up in advertising.”
Advertising Age reports that New Balance, the athletic-footwear company, is playing the patriotism card in their new marketing push. Though only a fourth of their shoes are made or assembled in the U.S., they believe this singles them out from their competition.
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