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Does “Made in America” Still Matter to Consumers?

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opinions on made in America products

Does “Made in America” Still Matter to Consumers?

Do American citizens care where their products come from? Well, it depends on who you ask.

Over the past few decades, the importance of “Made in America”—labels on products indicating production was done in the U.S.—has ebbed and flowed.

As China has grown into the United States’ economic rival and geopolitical adversary, the distinction between American-made and Chinese-made has resurfaced, even as some products have been mislabeled or locally produced but Chinese-owned.

How do people currently feel? This chart uses survey responses from May 2023 out of Morning Consult, in which a representative sample of 1,000 U.S. adults were questioned on whether they had favorable views of products from U.S. companies using American or Chinese labor and parts.

Who Prefers American-Made?

According to the report, companies that choose to move production state-side will experience reputational gains with American consumers.

In fact, around two-thirds of survey respondents said they regularly sought out products that were “Made in America” during the last year. But there were slight divides in gender (men favored American-made products more) and noticeable divides in generational responses.

Here’s a look at the data on how different demographic groups valued national goods:

GenerationFavorable View of
Chinese-Made Products
Favorable View of
American-Made Products
Gen Z41%45%
Millennials40%67%
Gen X29%71%
Boomers12%83%
U.S. Adults Total29%70%

Overall, thee older generations like baby boomers tend to be more patriotic in their purchasing opinions, with Gen Z being the least concerned with Chinese products.

On the political spectrum, both Democrats and Republicans had the exact same share of respondents who favor American-made products at 76%. Comparatively, only 57% of independents favored American-made products, though they also responded least favorably to Chinese-made products at 22%.

One other interesting point to come out of the survey: close to 50% of consumers said they would actually be willing to pay more for American-made products.

The American Goods Market

Looking at responses from U.S. adults overall, large shares of consumers are leaning towards domestic-made goods. Here are some additional insights worth considering:

  • 65% of U.S. adult consumers claimed to sometimes or always buy “Made in America” products intentionally
  • 43% prioritize purchasing American-made products rather than prioritizing other options like quality, sustainability, or affordability
  • 48% are willing to pay higher amounts for U.S.-based products. 39% responded they would pay between 6%-10% more for said products

Overall, it appears that “in-house” goods are more desirable to Americans in the current environment. This also explains why regionalization is becoming more important for companies, whether in terms of reshoring (or onshoring) production back to America, or “nearshoring” to Mexico and closer neighbors.

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Mapped: The 10 U.S. States With the Lowest Real GDP Growth

In this graphic, we show where real GDP lagged the most across America in 2023 as high interest rates weighed on state economies.

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The Top 10 U.S. States, by Lowest Real GDP Growth

This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.

While the U.S. economy defied expectations in 2023, posting 2.5% in real GDP growth, several states lagged behind.

Last year, oil-producing states led the pack in terms of real GDP growth across America, while the lowest growth was seen in states that were more sensitive to the impact of high interest rates, particularly due to slowdowns in the manufacturing and finance sectors.

This graphic shows the 10 states with the least robust real GDP growth in 2023, based on data from the Bureau of Economic Analysis.

Weakest State Economies in 2023

Below, we show the states with the slowest economic activity in inflation-adjusted terms, using chained 2017 dollars:

RankStateReal GDP Growth 2023 YoYReal GDP 2023
1Delaware-1.2%$74B
2Wisconsin+0.2%$337B
3New York+0.7%$1.8T
4Missississippi+0.7%$115B
5Georgia+0.8%$661B
6Minnesota+1.2%$384B
7New Hampshire+1.2%$91B
8Ohio+1.2%$698B
9Iowa+1.3%$200B
10Illinois+1.3%$876B
U.S.+2.5%$22.4T

Delaware witnessed the slowest growth in the country, with real GDP growth of -1.2% over the year as a sluggish finance and insurance sector dampened the state’s economy.

Like Delaware, the Midwestern state of Wisconsin also experienced declines across the finance and insurance sector, in addition to steep drops in the agriculture and manufacturing industries.

America’s third-biggest economy, New York, grew just 0.7% in 2023, falling far below the U.S. average. High interest rates took a toll on key sectors, with notable slowdowns in the construction and manufacturing sectors. In addition, falling home prices and a weaker job market contributed to slower economic growth.

Meanwhile, Georgia experienced the fifth-lowest real GDP growth rate. In March 2024, Rivian paused plans to build a $5 billion EV factory in Georgia, which was set to be one of the biggest economic development initiatives in the state in history.

These delays are likely to exacerbate setbacks for the state, however, both Kia and Hyundai have made significant investments in the EV industry, which could help boost Georgia’s manufacturing sector looking ahead.

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