18% decline in 'Made in USA' influence since 2022: TCB survey
'Country-of-origin cues still matter—but their influence is slipping,' said Denise Dahlhoff, PhD, director of marketing and 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 prioritise value and affordability over emotional affinity for certain countries, including their own.'
The share of consumers saying they are more likely to buy based on where a product is made has fallen sharply. In 2025, around half say knowing a product is made in the US would prompt them to purchase—an 11-point drop from three years ago.
'Made in USA' on purchases has fallen 18 per cent since 2022, with older and White consumers driving the decline, according to The Conference Board. Price concerns outweigh patriotic sentiment, though younger buyers show slight optimism. Affluent consumers favour upscale origins, Canada leads foreign preferences, while low-cost producers see limited appeal.
The support has fallen most among Americans aged 55+, a group once most loyal to domestic brands. Among White consumers, the decline was also pronounced, suggesting growing price sensitivity. Younger Americans, however, are showing slightly more positive sentiment, linking US-made goods with sustainability and job creation.
The TCB report found affluent buyers valued upscale country origins like France, Germany, and Japan—though this effect weakened among households earning $200,000+. Canada emerged as the most favoured foreign source, followed by Mexico, while China remained the least preferred among the US' top import partners. The low-cost manufacturing nations such as India, Vietnam, and Bangladesh continued to have limited appeal.
The latest findings from The Conference Board are based on a survey of 3,000 US adults.
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