• by Corinne Casagrande , August 18, 2025

For decades, “Made in America” was a marketer’s shortcut: a single label that signaled quality, patriotism, and job creation. Today, that signal is losing voltage.

In 2022, 60% of Americans told The Conference Board they’d be more likely to repurchase a U.S.-made product. By mid-2025, that number had fallen to 50%. Morning Consult reports that only 40% are willing to pay more for a product made in America. Inflation, tariffs, and globalized supply chains have shifted priorities from origin to outcome. Cost, convenience, and alignment with personal values now beat the flag on the box.

Value-driven over values-driven

The shift isn’t mysterious. Price is increasingly the first filter, particularly for younger and middle-income buyers. Supporting U.S. jobs has become a “nice-to-have,” not a must-have. Older consumers, especially boomers and right-leaning buyers, still show a greater willingness to pay the premium. Momentum Commerce’s April 2025 Amazon data shows search volume for “Made in America” doubling year-over-year, but those views aren’t converting to purchases.

“Made for me” is replacing “Made here”

In many categories, the label has ceded its role as shorthand for durability. Apparel, tools, and home goods once relied on it to convey lasting quality; now, brand reputation, customer reviews, and proof of performance carry that weight, regardless of where the product was made. And shoppers are increasingly swayed by products that feel tailor-made for them (through fit, style, features, or algorithmic targeting) rather than by their point of origin.

That doesn’t mean “Made in America” is irrelevant. It’s become a niche asset that’s powerful in the right context, invisible in the wrong one. Domestic trucks and SUVs still trade heavily on patriotism and performance. Certain tool and workwear brands use it as a credibility anchor. But in the broader consumer decision hierarchy, value and relevance have moved to the top.

How Marketers Can Leverage the Label:

Run the demographic math. If your core customers skew older and more conservative, “Made in USA” can still lift conversion. A Trace One study found Republicans and older Americans are more open to modest price increases for the label, especially consumers located in rural northern regions.

Pair origin with modern values. Don’t sell patriotism in isolation. Tie it to sustainability (“fewer transport emissions”), transparency (factory tours), or community investment.

Lead with proof, not just place. Replace geography as a proxy for quality with evidence: performance data, warranty length, customer testimonials.

Localize the story. Go smaller than the national flag. Hyper-local sourcing and regional pride often connect more deeply than broad “Made in USA” claims.

Bottom line: “Made in America” is still an asset, but it’s no longer a universal selling point. Marketers should treat it as one lever in a broader brand equation, deploying it where it amplifies other value signals and shelving it where price, sustainability, or personalization will close the sale faster.