Global Politics
Made in America Report, 2023 Edition
Report summary
The 2023 edition of Morning Consult’s Made in America Report offers a comprehensive assessment of public attitudes toward the “made in” product segment and the demographic and political drivers of consumer behavior, along with scenario-based assessments of reshoring, onshoring and friend-shoring.
The Executive Briefing section provides a consolidated market outlook, along with a summary of key consumer metrics and a strategy playbook, to help U.S. and global business leaders navigate the market.
Risk management and financial services professionals, insurers, and public sector entities similarly rely on this report to better understand what “Made in America” means to consumers and constituents, and to plan accordingly.
Key Takeaways
- U.S. consumers’ demand for “Made in America” products is robust: Nearly two-thirds of U.S. consumers said they routinely sought out “Made in America” products over the past year.
- Recent economic headwinds have not dented consumer appetites.
- Price hesitancy will limit upside potential: Many consumers are willing to pay more for “Made in America” goods. But price hesitancy will constrain companies’ ability to upcharge: Among U.S. consumers who said they would pay more, a majority are unwilling to pay above 10% extra for “Made in America” goods relative to foreign-made equivalents.
- Nationalism offers a partial remedy: Patriotic consumers are willing to pay more for “Made in America” goods at higher rates, partially explaining Republicans’ and baby boomers’ enthusiasm for them relative to Democrats and Gen Z adults.
- Reshoring out of China will yield large reputational gains for U.S. multinationals.
- American companies that reshore have a competitive edge relative to foreign ones that onshore.
- Foreign multinationals hailing from U.S. allies and friendly countries have a leg up compared with those from China and Russia: Among foreign multinationals, those hailing from U.S. allies and friendly nations have a better chance of seizing market share.
Highlights from this report
Consumer demand for “Made in America” goods has remained strong since early 2022 despite persistently elevated U.S. inflation, rising interest rates and recent banking sector instability.
Recent economic headwinds have not dented demand for "Made in America" products
Methodology
Sampling and Data Collection
This report relies on data collected through Morning Consult’s proprietary survey research capabilities.
Data on “Made in America” sentiment comes from monthly surveys conducted among
representative samples of roughly 1,000 U.S. adults each, with unweighted margins of error of +/-3 percentage points. Data on reshoring, onshoring and friend-shoring sentiment comes from monthly surveys conducted among representative samples of roughly 2,200 U.S. adults each, with unweighted margins of error of +/-2 percentage points. All interviews are conducted online. Surveys began fielding in February 2022 and are fielded during the first half of each month.
All references in this report to “Made in America” refer to products labeled as such. All references to “nationalism” or “nationalist sentiment” refer to the share of U.S. adults who “strongly agree” that they are proud to live in the United States.
Weighting and Representativeness
Data are weighted to approximate representative samples of the adult (18+) population.
About the author
Jason I. McMann leads geopolitical risk analysis at Morning Consult. He leverages the company’s high-frequency survey data to advise clients on how to integrate geopolitical risk into their decision-making. Jason previously served as head of analytics at GeoQuant (now part of Fitch Solutions). He holds a Ph.D. from Princeton University’s Politics Department. Follow him on Twitter @jimcmann. Interested in connecting with Jason to discuss his analysis or for a media engagement or speaking opportunity? Email [email protected].
