Polls about consumer interest in American-made products suggest a slow increase.
Annual “Made in America” Poll Available This week’s feature features some interesting articles about why consumers are prioritizing American-made products.
Morning Consult publishes this report every year. Last year’s handTherefore, it is better to determine which direction the wind is blowing.
The big takeaways remain consistent: About half of American adults are willing to pay a premium for products made in the U.S. And, just as they did last year, Americans of nearly every age and political leaning want American-made products at least sometimes.
But notice the word “most” in that last sentence. Gen Z is the only large demographic group that doesn’t specifically want domestic products. And just like last year, they’re the least likely to pay a premium for domestic products. If you think about it, they’re the youngest, they have the least money, and they’re the most price-sensitive.
But there are some differences in this year’s Gen Z survey results, the pollsters wrote.
Gen Z adults are less likely than other generations to say they’re willing to pay a premium for “Made in America” products, but their willingness is on the rise: More than a third (39%) say they’re willing to pay a premium for such products, compared to just 33% in June 2023. That’s a six-point annual increase. This trend represents a potential growth opportunity for companies that have historically avoided marketing “Made in America” products to Gen Z consumers, subject to a few important caveats.
Interesting! Despite falling inflation and high interest rates, the Zoom generation is increasingly interested in domestically produced goods. Morning Consult reports: here.
