We all hear them, read them and see them. They mean so much. “Made in” taglines. All of these taglines mean very different things. There is a connotation between Germany and healthcare, medications, automobiles and technology as a whole. When I read Made in Germany, I think of an impeccably made luxury sports car and can practically smell the alcantara leather interior. I see Hecho en México and my mouth starts to water knowing full well that the mango juice I am about to drink is going to be richly flavored. If you read Fabriqué En Chine on a tag, it may inspire different thoughts than when you read Made in China. Both items are made in China, though one is printed in français.
So, why is MADE IN THE USA so…complicated? The combination of the English language and the words Made in the USA inspire a unique reaction for customers or would-be-customers. Let’s dive into a few potential reasons.
Firstly, our country has seen injustices and conflict from sea to shining sea. It may affect others in a similar way that it affects our American veterans that made a point not to purchase Japanese-made cars and goods for the rest of their days after living through their time on the island.
Secondly, as a leading world power that is relatively young, showing national pride may rub people the wrong way. We may look like the cocky, new rich kid on the block on the world stage. Some countries, such as China and Switzerland, are home to companies that are older than the United States as we know it today.
Lastly, there may be a perception of a lower quality for a higher price for products made in the US. Why could this be? These great united states have laws in place that seek to protect its citizens and provide for them decent benefits, a livable wage and workplace safety. States set their own minimum wage and some set their own state sales tax and most set their personal income tax rates (if any—God bless Texas!)
Acknowledging how it can affect potential customers and followers, how can we showcase our pride as an American company? We are supporting local communities with jobs, fair, competitive wages and pride in their local area. We are creating growth and paying taxes to the region (as one should) to bring commerce and development in our area. We value our employees more than a higher profit margin and NEVER pay awfully low wages as is done in an array of countries and regions.
It is important that you carefully choose your words in your marketing content, especially on social media, where your followers on their way through the purchase funnel can stem from any country in the world! It should be obvious what should be avoided, but just in case, someone has to say it, I will. Avoid saying we are the best country ever. You won’t get very far belittling others. We talked about low wages; we do not need to name drop. We have all heard of the stories of unsafe buildings that house workers that work tirelessly to earn very little compensation for manufacturing cheap clothing. We all know of the cities with record-holding, architecturally astounding skyscrapers that were built by a foreign workforce.
Avoid talking about our complicated history unless you are doing something about it. This could be a calculated risk to touch on topics such as slavery, war and our presence in young democratic nations in regions that stand against democracy. If you want to go there, do so with a deep understanding of your customer base and your end goal with inspiring such commotion.
In conclusion, if creating goods in the good ol’ US of A with love and pride is part of your heritage, showcase it! Contact Heritage Writing Co. to market your company as a proud company with American-made goods, without offending your international customers and the multicultural national community!
Heritage Writing Co. 