The report underscores that „Made in“ labels, once powerful indicators of quality, brand differentiation, and patriotism, are losing their sway as consumers grapple with higher costs driven by domestic production and tariffs on imported goods. „Country-of-origin cues still matter—but their influence is slipping,“ said Denise Dahlhoff, PhD, Director of Marketing & Communications Research at The Conference Board and author of the report. „As price concerns intensify, many US consumers appear to associate ‚made in‘ labels with elevated prices due to generally higher domestic production costs as well as tariffs on foreign-made goods. Increasingly, consumers prioritize value and affordability over emotional affinity for certain countries, including their own.“
Key Findings from The Conference Board Report
- Declining Influence of Country of Origin: The share of US consumers who say they are more likely to purchase a product based on its country of origin, including the US, has decreased significantly since 2022. Only about half of consumers in 2025 report that a „Made in USA“ label makes them more likely to buy a product, marking an 11-point drop in positive perception, equivalent to an 18% overall decline.
- Shifting Demographics: Support for US-made products has notably waned among older Americans (aged 55+), a group traditionally loyal to domestic brands, and among White consumers, reflecting growing price sensitivity in these demographics. Conversely, younger consumers under 35 are showing reduced skepticism toward „Made in USA“ products, potentially driven by interest in sustainability and job creation associated with domestic production.
- Mixed Perceptions of Foreign-Made Goods: Consumer preferences for foreign products vary by country and income level. Affluent consumers (up to $125,000 annually) show a preference for goods from countries associated with high quality, such as France, Germany, and Japan. However, among the highest earners ($200,000+), interest in country-of-origin labels diminishes, likely due to broader lifestyle considerations or financial literacy. Among the US’s top import partners, Canada is viewed most favorably, followed by Mexico, while China remains the least preferred. Emerging low-cost producers like India, Vietnam, and Bangladesh have limited appeal as countries of origin.
- Tariff and Price Pressures: The report suggests that tariffs, combined with inflation, have heightened consumer awareness of costs, leading many to perceive „Made in USA“ products as more expensive due to higher domestic production costs. This perception is compounded by tariffs on foreign goods, which increase the price of imports, yet fail to significantly boost demand for domestic alternatives.
Broader Context: Tariffs and Consumer Behavior
The findings align with other recent surveys indicating that while Americans value domestic production, price remains a primary driver. A DuraPlas survey from February 2025 found that only 14% of consumers have changed their buying habits due to tariffs, but 79% would consider purchasing American-made products if import prices rise significantly. However, most are unwilling to pay more than $10 extra for domestic goods, highlighting a limit to patriotic purchasing. Similarly, an inFlow Inventory survey revealed that 54% of Americans are willing to pay up to 10% more for US-made products, but only 17% would exceed this threshold, with job creation—not patriotism—being the primary motivator.
Tariffs, such as the 25% levies imposed on Canada and Mexico in March 2025, have sparked mixed reactions. While intended to bolster US manufacturing, they have led to retaliatory tariffs, increasing costs for US businesses reliant on imported components. The Conference Board report notes that even „Made in USA“ products often depend on global supply chains, meaning tariffs can raise production costs for domestic goods, further complicating affordability.
Implications for Businesses and Policymakers
The declining appeal of „Made in USA“ poses challenges for businesses leveraging patriotic branding. The report suggests that companies must balance quality and affordability to maintain competitiveness, as consumers prioritize value over origin. Retailers are responding by diversifying supply chains and emphasizing durability and craftsmanship, but small businesses, in particular, face pressures from higher costs and uncertain tariff policies.
For policymakers, the findings question the effectiveness of tariffs in driving demand for domestic products. While Treasury Secretary Scott Bessent has argued that tariffs will boost US industrial capacity and job creation, current data shows manufacturing growth remains sluggish, with factory orders declining and capacity utilization below average. Consumers’ reluctance to absorb higher costs suggests that tariffs may not translate into the anticipated resurgence of US manufacturing.
Conclusion
As tariffs and inflation reshape the economic landscape, US consumers are increasingly prioritizing affordability over the „Made in USA“ label, marking a significant shift from traditional patriotic buying patterns. The Conference Board’s report highlights the need for businesses to adapt to price-sensitive consumers and for policymakers to reassess trade strategies to ensure they align with consumer priorities and economic realities. With only half of Americans now swayed by domestic origin, the challenge lies in making „Made in USA“ both accessible and appealing in a cost-conscious market.
