“Made in the USA” counts with consumers

“Made in the USA” counts with consumers

And so do “chemicals of concern” and recycling.

For our Eco Pulse™ 2013 study, we asked respondents to choose the three most important things that companies should be doing that might positively impact their purchase decisions.

Placing first was “manufacture in the United States” (17.7 percent).

This was followed closely by “remove chemicals of concern” (17 percent) and “recycle” (16.9 percent).

“Made in the U.S.A.” is a powerful messaging across the board, to all consumer segments. It resonates with conservatives because of the patriotic appeal and economic benefits, and with greener consumers because of their belief that U.S. regulations make American products “safer.”

Ironically, it’s getting more and more difficult to make this claim. We live in an age of global sourcing where pieces and parts come from multiple manufacturing plants all over the world. Most consumers are also only vaguely aware of the true nationality of most companies.

But if you can fly the stars and stripes – do it!

Skills

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Posted on

September 12, 2013

About the Author

Brooks Clark

Brooks is a former contributor to Shelton Insights.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Matt Brass

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Courtnay Hamachek

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Courtnay oversees our day-to-day operations to keep us running smoothly and support our growth. She establishes project management systems and processes to help our teams anticipate bottlenecks, prevent process issues, and keep projects on time and on target. Courtnay has built extensive experience over 25 years in all aspects of marketing, from account services and project management to design and production.