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WEBINAR

Made in America: How U.S.-Made Products Shape Consumer Trust, Value & Purchase Decisions

What ‘Made in America’ really means to shoppers today — and why it matters more than ever for brands.

What ‘Made in America’ really means to shoppers today — and why it matters more than ever for brands.

In 2025, “Made in America” is more than just a label. For some shoppers, it signals quality, durability, and fair wages. For others, it’s about identity and supporting local communities. And for many, it’s still a balancing act between values and what they can afford — especially as tariffs, rising prices, and global supply questions shape what ends up in their cart.

So what do today’s consumers really think about buying American-made products? And when are they actually willing to pay more for them?

In this episode of The Tariff Tapes, Voxpopme’s Aimee Stier and Erica Dinger dive deep into what shoppers told us — in their own words — about what Made in America means to them today, across product categories, price points, and purchase moments. You’ll walk away with practical insights to help your brand tell the right story, strike the right tone, and meet shoppers where they are.

What You’ll Learn:

  • What “Made in America” means to consumers today — beyond the label.

  • How shoppers weigh trust and quality versus cost.

  • When and why consumers check where products are made.

  • The emotional drivers behind buying American-made — and the limits of loyalty.

  • Which categories spark the most willingness to pay a premium.

  • How tariffs and news cycles are shaping perceptions and behaviors.

  • Why storytelling and transparency are critical when using “Made in USA” claims.

Aimee Stier

It reinforces the need — always — for empathy, clarity, and connection in how brands communicate origin and value.

Aimee Stier VP of Customer Success

You’ll also hear which brands are getting it right — and what pitfalls to avoid when leaning into the Made in America message.

Whether you’re in marketing, research, brand management, or product strategy, this is a must-watch if you want to stay ahead of how U.S. shoppers are thinking — and buying — right now.

Watch now and get ready to rethink how your brand talks about where your products come from — and why it matters.