Why the "buy American" movement is fading for U.S. consumers
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U.S. consumers are losing interest in made-in-America products, according to a new study.
Why it matters: President Trump's trade agenda is prioritizing American manufacturing, imposing tariffs to incentivize companies to make goods in the U.S.
State of play: In June 2025, Americans said there's a 50% chance they'd be more likely to buy again a product they liked after discovering that it was made in the U.S., according to a new survey by The Conference Board.
- That's down from 60% in 2022.
- Loyalty to products made in other key markets also fell from 2022 to 2025, including Japan (21% to 16%), the U.K. (21% to 16%), Mexico (17% to 11%) and China (12% to 9%).
What they're saying: "Country-of-origin cues still matter—but their influence is slipping," The Conference Board report author Denise Dahlhoff said in a statement.
- "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."
The intrigue: Customers are putting value and affordability over loyalty to domestic manufacturing, according to Dahlhoff.
- Among people 55 and older, loyalty fell to 47% from 69% — the largest drop among key age groups.
Yes, but: Loyalty rose to 50% from 49% for people under 35, possibly "hinting at growing interest in domestic production tied to sustainability and job creation" among younger consumers, according to the report.
💭 Our thought bubble: The "buy American" movement has been active for decades — most notably in the auto industry — but consumers have long gravitated toward products that best fit their wallet and their personal needs regardless of origin.
