Why Buy Made in USA? / Part 1

Mainline will be publishing excerpts from research we conducted in 2015 at the University of Southern California, on the relationship between domestic manufacturing and brand equity for nondurable consumer goods. Here is the first installment of our findings.

So why buy Made in USA? The U.S. Department of Commerce (2015) reports that for the last five consecutive months of 2014, new orders for domestically made manufactured goods were down 3.4 percent, equivalent to a $16.4 billion dollar loss. Not only were new orders for American-made products down, so was the amount of product shipped; during seven of the last eight months of 2014, U.S. shipments of manufactured nondurable consumer goods like clothing and personal care items suffered an additional loss of approximately $8.5 billion dollars (U.S. Department of Commerce, 2015). The demand for durable consumer goods like cars and appliances also appears to be slowing down, as inventories of these products have reached the highest recorded level since 1992 (U.S. Department of Commerce, 2015). However, Americans are not necessarily consuming less, as the amount of merchandise imported by the U.S. grew by approximately $2.85 trillion dollars in 2014 (Sparshott, 2015). These figures suggest an alarming trend: Americans are consuming a massive amount of imported or outsourced products while the demand for American-made goods is declining (U.S. Department of Commerce, 2015). To be continued.