Made in USA: Turning preference into purchases (part 2)

July 20th, 2019 Comments Off on Made in USA: Turning preference into purchases (part 2)

Republished with permission from Harry C. Moser, Founder and President, Reshoring Initiative® Published April 10, 2019, Assembly Magazine

In my last column, we looked at the reasons why U.S.-made products resonate with consumers. Studies found a preference for U.S.-made products when concerns about quality, safety and durability were high. We learned that Americans believe that U.S. manufacturing is important for long-term job growth, economic stability and national security. And, we learned that younger generations are less convinced of the quality of U.S.-made products. With that said, how can we turn consumer preference into purchases and reconcile the concerns of millennials and Gen Z?

Millennials represent the largest generation in American history (even larger than the baby boomers). These consumers hunger for environmentally sustainable practices and authenticity. Fast delivery and customization appeal to Gen Z. Fifty-eight percent are willing to pay extra for faster delivery. Eighty percent purchase products that have a societal or environmental impact.

Environmental impact, job creation, convenience and quality are four benefits of local production that may bridge the generational divide and influence consumer-purchasing behavior. Domestic production equates to less transport and adherence to stricter environmental standards. It decreases unemployment, stabilizes the economy and raises living standards. And, it provides more efficient production, flexibility for customization, and faster delivery—an important factor for today’s on-demand buyer.

The annual spending power of U.S. millennials alone is estimated to be worth $1.3 trillion. Google searches for “made in USA” have climbed sharply over the past few years (94 percent since 2016), which suggests companies should consider including “made in USA” in headlines, text, online tags, descriptions and Web page elements. They should also pair that with messaging about authenticity, fast delivery, and societal and environmental efforts.

Perceived and real quality standards help to create brand loyalty via an emotional connection with consumers. A study shows that a made in USA marketing strategy increases sales and enables higher prices for domestic products. Marketers would be wise to explain how reshoring reflects their companies’ commitment to sustainable production.

Many companies are already capitalizing on made in USA marketing to connect with consumers. For example, WeatherTech is famous for its “made in USA” messaging, which emphasizes the company’s commitment to U.S. manufacturing. Indeed, the company even touted that message in an ad during this year’s Super Bowl, marking the sixth straight year the company has advertised in the big game.

Other brands forging an emotional connection with consumers through made in USA messaging include:

  • Brooks Brothers, which emphasizes the fact that it reshored 70 percent of its manufacturing to a historic factory in Haverhill, MA.
  • New Balance, which connects with consumers by showing off its historic factory in Norridgewock, ME, and the history of the townspeople.
  • Shinola, which connects quality and craftsmanship to the economic and social well-being of Detroit.

The Reshoring Initiative would like to work with retailers and manufacturers to optimize methods for converting preference into purchases. Email harry.moser@reshorenow.org.

We call on consumers to seek out, request and purchase made in USA products. We ask retailers to test and report the sales impact of clearly marked, easily found, made in USA products. And, we ask manufacturers to re-evaluate total cost and see which products they should bring back now!

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Made in USA: Turning preference into purchases (part 1).

July 4th, 2019 Comments Off on Made in USA: Turning preference into purchases (part 1).

Republished with permission from Harry C. Moser, Founder and President, Reshoring Initiative® Published February 12, 2019, Assembly Magazine

Studies show that Americans prefer U.S.-made products, and that this preference can help bring manufacturing back home. But can we turn consumer preference into purchases?

The Reshoring Initiative has aggregated consumer surveys from 10 sources, gleaning insight into the preferences of more than 14,000 U.S. consumers. Findings show that there is a decisive preference for U.S.-made goods: 97 percent have a positive view of goods manufactured in the U.S. Americans also have a positive opinion of companies that manufacture in the U.S.: 91 percent believe it is important to manufacture in the U.S. and think the government should take steps to support American manufacturing.

Quality, jobs and the economy are the most commonly cited reasons for which Americans prefer U.S.-made goods (Harris Interactive, Gallup, Alliance for American Manufacturing). Similarly, Americans support U.S. manufacturing out of a belief that it’s important for long-term job growth and economic stability. Eighty-five percent of Americans believe a strong manufacturing sector is important to national security (Thomas 2018). A study conducted by the Consumer Reports National Research Center indicates that more than 80 percent of respondents cited retaining manufacturing jobs and keeping U.S. manufacturing strong in the global economy as very important reasons for buying U.S.-made products. About 60 percent were concerned with the use of child labor offshore, or believed U.S.-made goods were of a higher quality.

The preference for U.S.-made goods has a generational component that leans toward older Americans. A 2018 Thomas survey found that, although 61 percent of respondents said they were more likely to buy U.S.-made products, there exists a generation gap regarding the quality of such products. Baby boomers (52 percent) and Generation X (50 percent) believe U.S.-made products are superior, while only 40 percent of millennials and Generation Z share that belief. In total, 45 percent of all respondents thought U.S.-made products were superior to products made offshore, 41 percent thought the quality was typically the same, and 14 percent thought made-in-USA quality was inferior.

While their preference is clear, whether Americans actually purchase American goods is more difficult to determine. Some surveys indicate that less than half of consumers made an effort to purchase U.S.-made goods in the past few months (Gallup). However, according to a Boston Consulting Group survey, 80 percent of American consumers would be willing to pay more for U.S.-made goods. In fact, nearly a quarter of them were willing to pay a price premium of at least 10 percent across all categories of goods surveyed. And, 60 percent of respondents reported having done so in the past month.

Americans report the highest preference for purchasing American goods where concerns about quality, safety and durability are high, such as appliances, clothing, furniture and automobiles. Indeed, Americans are willing to pay extraordinary premiums (upwards of 60 percent) for U.S.-made baby toys and furniture (Harris Interactive 2010, BCG 2012).

Winning substantial contracts via mega-retailer Walmart’s Made in USA initiative made reshoring possible for Michigan-based American Plastic Toys and Ohio-based 50 Strong. “Our customers have told us that, second to price, where products are made influences their purchase decisions,” says Cindi Marsiglio, Walmart’s vice president of U.S. manufacturing.

U.S. appliance manufacturer Whirlpool has pumped more than $1 billion into its U.S. facilities since 2010 and recently added 200 jobs. Positive factors for reshoring include consumer preference, impact on domestic economy and proximity to customers and the U.S. market.

In my next column we will look at how to turn consumer preference into purchases, bridge the generational divide, and influence consumer purchasing behavior.

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2019 National Hardware Show American Manufacturing Award Winners Announced

May 11th, 2019 Comments Off on 2019 National Hardware Show American Manufacturing Award Winners Announced

FOR IMMEDIATE RELEASE

Las Vegas, NV – May 9, 2019 – As a supporting partner of the National Hardware Show, Made in USA Brand and GBQ Partners sponsored the National Hardware Show American Manufacturing Awards. The award ceremony took place on May 8th on the main stage at the 2019 National Hardware Show in Las Vegas, NV. John Lederer, National Hardware Show representative, presented the awards.

The four award winners were chosen from over 80 companies exhibiting in the Made in USA Product Display within the National Hardware Show. These four award-winning exhibitors reflect excellence in design, quality and innovation in the following categories:

National Hardware Show American Manufacturing Award for Best Packaging:
Bloem, LLC, ‘Merica Mingos, Hudsonville, MI, Manufactured in Chicago, IL

National Hardware Show American Manufacturing Award for Best On-Site Patriotic Marketing:
Duke Cannon Supply Company, Premium Men’s Grooming Goods, Manufactured in Memphis, TN, Indianapolis, IN and Marion, IA

National Hardware Show American Manufacturing Award for Best New Product:
Eagle Tool US, Dirt Auger System, Manufactured in Crystal Lake, IL

National Hardware Show American Manufacturing Award for Best New Product:
New Market Apparel, WorkArmor Gloves Lorton, VA, Manufactured in Charlotte, NC, Salem, VA and Utica, NY

Manufacturing products that are made in America is becoming increasingly important to conscientious consumers. The National Hardware Show, Made in USA Brand and GBQ Partners are working together to support manufacturers who are at the forefront of this national trend.

Made in USA Brand commissioned glass artist Matt Paskiet, founder of Firenation Glass Studio and Gallery, to fabricate the 2019 National Hardware Show American Manufacturing Awards. Located in downtown Holland, Ohio, Firenation is a working glass studio divided into the hot shop (where pieces are made) and cold shop (where pieces are ground, buffed, and polished).

About the National Hardware Show®:
The National Hardware Show® celebrates a rich history spanning 70+ years of serving the home improvement marketplace. From its early beginnings in New York during the post-World War II housing boom and eventual move to Chicago in the 1970s, to today’s current location in Las Vegas, the National Hardware Show continually evolves through the industry’s involvement, commitment and passion to improving America’s quality of life through their homes. Today, the National Hardware Show is the place for global manufacturers, associations, organizations and the media to unveil their new products, ideas and insight to a broad spectrum of home improvement resellers. For more information on the National Hardware Show, visit www.nationalhardwareshow.com.

About Made in USA Brand and GBQ Partners:

Made in the USA Brand, LLC has teamed with GBQ Partners LLC, an independent CPA firm to administer the Made in USA Brand Certification Mark logo label verification program process. Made in USA Brand licensees meet accreditation standards through verification or self-certification. Made in USA Brand does not verify members’ self-certified U.S. origin claims. For more information, visit www.madeintheusabrand.com.

CONTACT:

Marcie Gabor

President, Made in USA Brand

info@madeintheusabrand.com

http://www.MadeInTheUSAbrand.com

 

Tom Powers

Director, Assurance & Business Advisory, GBQ Partners

TPowers@gbq.com

https://gbq.com/

 

 

 

 

 

 

 

 

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American Manufacturing Award

Creating the American Manufacturing Awards

April 13th, 2019 Comments Off on Creating the American Manufacturing Awards

Manufacturing products that are made in America is becoming increasingly important to conscientious consumers. The National Hardware Show, Made in USA Brand and GBQ Partners are working together to support manufacturers who are at the forefront of this national trend.

Made in USA Brand has commissioned glass artist Matt Paskiet, founder of Firenation Glass Studio and Gallery, to fabricate the 2019 National Hardware Show American Manufacturing Awards. Located in downtown Holland, Ohio, Firenation is a working glass studio divided into the hot shop (where pieces are made) and cold shop (where pieces are ground, buffed, and polished).

The National Hardware Show American Manufacturing Award’s ceremony will take place on May 8th on the main stage at the 2019 National Hardware Show in Las Vegas, NV.

About Made in USA Brand

If you wish to verify your Made in USA claim to use the Verified Made in USA Brand Certification Mark logo with an assigned verification number beneath, please contact: Tom Powers, Verification Administrator, to schedule a complimentary consultation. TPowers@gbq.com

[ For planning purposes, the verification program starts at $1,500. ]

 

All Made in USA Brand licensees meet accreditation standards through verification or self-certification. Made in USA Brand does not verify members’ self-certified U.S. origin claims.

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Made in USA Logo Label

Welcome to Made in USA Brand

March 13th, 2019 Comments Off on Welcome to Made in USA Brand

Made in the USA brand, LLC offers the distinctive Verified or Self-Certified Made in USA Brand Certification Mark to businesses that proudly verify or self-certify they meet the accreditation standards in accordance with the Federal Trade Commission’s Enforcement Policy Statement for U.S.-Origin Claims.

 

VERIFIED: If you wish to verify your Made in USA claim to use the Verified Made in USA Brand Certification Mark without self-certified beneath, please contact: Tom Powers, Verification Administrator, to schedule a complimentary consultation: TPowers@gbq.com or (614) 947-5215

 

SELF-CERTIFIED: Ready to self-certify to use the Self-Certified Made in USA Brand Certification Mark?
Click here to learn more or email: info@madeintheusabrand.com.

 

 

Read more »

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Manufacturing Awards

2019 National Hardware Show American Manufacturing Awards

March 13th, 2019 Comments Off on 2019 National Hardware Show American Manufacturing Awards

Made in USA Brand | GBQ Partners are pleased to sponsor the 2019 National Hardware Show American Manufacturing Awards.

Made in USA Brand has commissioned Firenation Glass Studio and Gallery to fabricate the 2019 National Hardware Show American Manufacturing Awards. Located in downtown Holland, Ohio, Firenation is a working glass studio divided into the hot shop (where pieces are made) and cold shop (where pieces are ground, buffed, and polished).

AWARD CEREMONY

National Hardware Show | Las Vegas, Nevada
Wednesday, May 8 | 3:00 PM – 3:15 PM
Main Stage

Winners will reflect American manufacturing excellence in design, quality and innovation in the following categories:

  • National Hardware Show American Manufacturing Award for Best Packaging
  • National Hardware Show American Manufacturing Award for Best On-Site Patriotic Marketing
  • National Hardware American Manufacturing Award for Best New Product
SPEAKER

John Lederer

““““““

If you wish to verify your Made in USA claim to use the Verified Made in USA Brand Certification Mark without self-certified beneath, please contact: Tom Powers, Verification Administrator, to schedule a complimentary consultation: TPowers@gbq.com or (614) 947-5215

Made in USA Logo Label

Made in USA Verification Program

March 13th, 2019 Comments Off on Made in USA Verification Program

The Verified Made in USA Brand Certification Mark logo and certificate, pictured above, are only provided upon GBQ’s notification to Made in USA Brand of satisfactory verification results.

You are invited to participate in our Made in USA verification program.

We offer the opportunity for companies meeting our standards to use our Verified Made in USA Brand Certification Mark logo label to inform consumers of the origin of their products and services.

We have partnered with GBQ Partners, a CPA firm in Columbus, Ohio, to execute our verification testing program.

GBQ has a team of audit professionals trained in Made in USA standards.

The Verified Made in USA Brand Certification Mark logo and certificate are only provided upon GBQ’s notification to Made in USA Brand of satisfactory verification results.

If you wish to verify your Made in USA claim to use the Verified Made in USA Brand Certification Mark logo with an assigned verification number beneath, please contact: Tom Powers, Verification Administrator, to schedule a complimentary consultation. TPowers@gbq.com or (614) 947-5215

[ For planning purposes, the verification program starts at $1,500. ]

 

All Made in USA Brand licensees meet accreditation standards through verification or self-certification. Made in USA Brand does not verify members’ self-certified U.S. origin claims.

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Made in USA Awards

2018 National Hardware Show American Manufacturing Award Winners

March 2nd, 2019 Comments Off on 2018 National Hardware Show American Manufacturing Award Winners

Las Vegas, NV – May 10, 2018 – As a supporting partner of the National Hardware Show, Made in USA Brand and GBQ Partners sponsored the National Hardware Show American Manufacturing Awards. The award ceremony took place on May 9th on the main stage at the 2018 National Hardware Show in Las Vegas, NV. John Lederer, National Hardware Show representative and Marcie Gabor, President, Made in USA Brand, presented the awards.

The three award winners were chosen from over 90 companies exhibiting in the Made in USA Product Display within the National Hardware Show. These three award-winning exhibitors reflect excellence in design, quality and innovation in the following categories:

National Hardware Show American Manufacturing Award for Best Packaging:
Woodcraft, LLC, Furniture Paint, Parkersburg, WV, Manufactured in Pittsburgh, PA

National Hardware Show American Manufacturing Award for Best On-Site Patriotic Marketing:
Catahoula Manufacturing, Inc., Mason Line, Jonesville, LA

National Hardware Show American Manufacturing Award for Best New Product:
Mag Instrument, Inc., LED Rechargeable System, Ontario, CA

Manufacturing products that are made in America is becoming increasingly important to conscientious consumers. The National Hardware Show, Made in USA Brand and GBQ Partners are working together to support manufacturers who are at the forefront of this national trend.

Made in USA Brand commissioned glass artist Matt Paskiet, founder of Firenation Glass Studio and Gallery, to fabricate the 2018 National Hardware Show American Manufacturing Awards. Located in downtown Holland, Ohio, Firenation is a working glass studio divided into the hot shop (where pieces are made) and cold shop (where pieces are ground, buffed, and polished).

About the National Hardware Show®: The National Hardware Show® celebrates a rich history spanning 70+ years of serving the home improvement marketplace. From its early beginnings in New York during the post-World War II housing boom and eventual move to Chicago in the 1970s, to today’s current location in Las Vegas, the National Hardware Show continually evolves through the industry’s involvement, commitment and passion to improving America’s quality of life through their homes. Today, the National Hardware Show is the place for global manufacturers, associations, organizations and the media to unveil their new products, ideas and insight to a broad spectrum of home improvement resellers. For more information on the National Hardware Show, visit www.nationalhardwareshow.com.

About Made in USA Brand and GBQ Partners: Made in the USA Brand, LLC has teamed with GBQ Partners LLC, an independent CPA firm to administer the Made in USA Brand Certification Mark logo label verification program process. Made in USA Brand licensees meet accreditation standards through verification or self-certification. Made in USA Brand does not verify members’ self-certified U.S. origin claims. For more information, visit www.madeintheusabrand.com.

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Made in USA Logo Label

What is required to label a product Made in USA?

November 29th, 2017 Comments Off on What is required to label a product Made in USA?

For more information visit: madeinusabrand.com

To request permission to republish the “What is required to label a product Made in USA?” infographic, shown above, please contact: info@madeintheusabrand.com

This infographic is made possible by a grant from the Associated Glass & Pottery Manufacturers.

 

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MEMBER NEWS

The Importance of American Made

August 26th, 2017 Comments Off on The Importance of American Made

Republished from Always Festive with permission from the Homer Laughlin China Company

July 20, 2017

We’ve been seeing a lot about the Made in America movement over the past week, and have even been in on some of the conversations that have surrounded it. But what does being American Made really mean? Why is it good for our country? Why should you be worrying where your plates and other goods are made? We talked to a couple of family members of The Homer Laughlin China Co. to break it down for you.

First off, we’d like to take a minute to brag about ourselves (that’s okay, right?). The Homer Laughlin China Co. has been making dishes since 1871, and every dish with an HLC backstamp is American made. That’s over 145 years of American dishes! We began making Fiesta Dinnerware in 1936, and similarly, every dish with a Fiesta backstamp is  Made in America. We’re pretty proud of that.

Katie Bricker and Pete Wicks show off Homer Laughlin dinnerware in the White House.

So, after all these years, why have we stayed at our Newell, West Virginia factory while so many of our competitors have moved their business over seas for cheaper labor? Easy. It’s because we are completely committed to our community. We talked with Katie Bricker, Marketing Manager at Homer Laughlin China and member of the team that attended Monday’s Made in America Product Showcase at the White House, who agreed emphatically.

“Homer Laughlin is one of the largest employers in our area and the loss of jobs would be catastrophic to a community already suffering from loss of industry. Our dedicated local employees have supported Homer Laughlin for over 145 years, it only makes sense to offer them the same commitment.”

Our President, Liz McIlvain, is equally enthusiastic about keeping our dishes in West Virginia, even though she’s been given plenty of chances to move the company over the years.

“The Wells family, owners of  The Homer Laughlin China Co., has been approached throughout the decades to sell the company to many different entities,” says McIlvain. “For example, other dinnerware companies, other tabletop companies, capital investors, etc.  It has been important to keep our dinnerware manufacturing jobs here in USA to provide employment for those living in the Upper Ohio Valley and contributing to the economy.  Our commitment to our workers and their families has kept us operating in the state of West Virginia.”

A view of our Newell, West Virginia factory.

It’s more than just a commitment to our community that keeps us in America, though. We’ve made a promise to our customers to keep manufacturing in the country, and we don’t intend on breaking that promise.

“To me, there is no other option than continuing to produce our dishes in America,” says Bricker. “Betraying the trust of our customers that we’ve worked so hard to build over many, many years is not an option. Manufacturing in America is such a large part of what Homer Laughlin is, we’d be betraying ourselves as well.”

By now, you might be wondering what producing goods in America has to do with you, the consumer. Why should consumers buy American made products instead of going for the cheaper alternative? How does buying American Made impact Americans?

“Buying American is essential for supporting industry in the United States,” says Bricker. Buying American made products allows companies to stay on American soil and offer high quality goods to American consumers. If you want to support the American economy and create American jobs, the choice is easy, buy American goods!”

Liz McIlvain, President of Homer Laughlin China Co.

“The more that people buy American made products, the more jobs that will be maintained, or created, in the U.S.A. We Americans have to support ourselves,” agrees McIlvain.

As you can tell, there is a certain pride and purpose that goes into creating our American made dinnerware. We do it for our community, our customers, and our economy. So the next time you’re deciding whether to go with a high quality American made product or not, remember to go with USA.

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