How Trump ruined the 'Made in America' label: industry experts

The "Made in America" label used to have great appeal selling a brand of patriotism and quality, but President Donald Trump's tariffs, among other things, have caused that label to lose its luster, according to home furnishings industry experts at Home News Now.

"To stay competitive, domestic brands must emphasize quality, customization, convenience and storytelling," they write, saying, "there’s something about a star-spangled label that tugs at the patriotic heartstrings — or maybe it’s just easier to justify spending more on a dining table made here."

The data, however, "doesn't exactly match the rhetoric," they write.

In 2022, 60 percent of U.S. consumers said they were more likely to purchase a product they knew was American-made, they explain. However, that number has slipped to "around 50 percent."

That's an 18 percent drop in influence, according to a recent Conference Board study surveying 3,000 U.S. adults.

Driving this shift, they say, are "tariffs, price sensitivity, inflation and trade policies," which "are reshaping how consumers perceive 'made in' labels — even those signaling U.S. origin."

"Many Americans now associate 'made in USA' with higher costs because of domestic production expenses and tariffs on foreign goods. Put simply, patriotism is still nice, but value often wins the day," says Denise Dahlhoff, Ph.D., the author of the study.

Throughout his political career,Trump has championed a "Made in America" agenda while his family's branded products have been primarily manufactured overseas, often in China. This has created a recurring point of conflict and criticism regarding his policies versus his business practices.

The study also shows that older Americans are "losing enthusiasm for American-made goods," viewing them as pricier than their foreign counterparts.

Under 35 consumers, they say, aren't interested in the label "for reasons tied to sustainability and job creation."

Affluent buyers prefer the "Made in Italy" or "Made in France" labels, they say.

The bottom line is, "For residential furniture manufacturers, the takeaway is clear: 'made in America' alone is no longer enough."