Tuesday, October 26, 2010
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'Made in America' Tag Resonates with Shoppers

There is a sense of national pride when a world-wide innovation is created in the U.S. Advertising that emphasizes a product is "Made in America" plays to that national pride, and it seems to have results.

Three in five Americans (61%) say they are more likely to purchase something when the ad touts it is "Made in America" and only 3% say they are less likely to buy it. Just over one-third (35%) of U.S. adults say they are neither more nor less likely to purchase a product when an ad emphasizes it is "Made in America."

These are some of the findings of a recent Adweek Media/Harris Poll survey of 2,163 U.S. adults surveyed online between July 27 and 29, 2010 by Harris Interactive.

Differences by Age

Age plays a role with how likely someone is to buy American; the older one is, the more likely they are to do so. Three-quarters of (75%) U.S. adults 55 and over say an ad emphasizing a product is "Made in America" would make them more likely to buy that product as would two-thirds (66%) of those 45-54 and three in five (61%) of those 35-44. This number drops considerably for the youngest Americans, with just 44% of those ages 18-34 saying an ad emphasizing a product is "Made in America" would make them more likely to purchase it while over half (52%) say it would make them neither more nor less likely to do so.

Differences by Region

There is also a regional difference. Two-thirds of Midwesterners (67%) say they are more likely to purchase a product when an ad emphasizes it is "Made in America". This drops to six in ten Southerners (61%) and Easterners (60%) and just over half of Westerners (57%) who say the same.

So What?

Advertisers are always looking for a potent, feel-good message to help sell their products. National pride is something that can always work and Americans are proud of the products made at home. At the moment, car manufacturers are probably utilizing this tactic best, especially as they try to dig themselves out of the problems of the past few years.

(Source: Harris Interactive, 10/14/10)

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