Made in USA labels influence USA shoppers less than they did three years ago, according to a Conference Board survey of 3,000 USA adults released August 11, 2025.
Key findings
- About half of consumers in 2025 said knowing a product was made in the USA makes them more likely to buy it again. That is 11 points lower than in 2022, an 18% decline.
- The drop was steepest among consumers 55 and older, historically the most loyal group.
- Negative views of Made in USA fell among consumers under 35, which the report linked to interest in sustainability and job creation.
- Among top import partners, Canada was viewed most favorably, then Mexico. China was the least preferred.
“Increasingly, consumers prioritize value and affordability over emotional affinity for certain countries, including their own.”
Denise Dahlhoff, PhD, The Conference Board
Dahlhoff, the report’s author, said many consumers appear to associate “made in” labels with higher prices because of domestic production costs and tariffs.
Why it matters for Made in USA
The label still matters to about half of shoppers, which is a large market. But it is no longer enough on its own when budgets are tight. Brands making the claim need to pair it with value: durability, service or a clear reason the price is worth it.
The shift among younger consumers is worth watching. Messaging about jobs, quality and lower shipping impact may work better with them than patriotism alone. And as the label carries less of a price premium, the cost of a false claim stays high. FTC enforcement and class actions continue regardless of what consumers are willing to pay.
FAQ
How much has Made in USA appeal declined?
The Conference Board found an 18% decline since 2022, an 11-point drop in shoppers saying the label makes them more likely to buy again.
Who did the survey cover?
3,000 USA adults.
Why is the appeal slipping?
The report links it to price sensitivity, inflation and tariffs, with consumers prioritizing value and affordability.
Source & credit
Source: The Conference Board, news release via PR Newswire, August 11, 2025: US Consumers Less Swayed by “Made in USA”: Tariffs and Price Pressures Undercut Products’ Country-of-Origin Appeal