Made in USA brand remains strong despite trade tensions
- A recent Ipsos poll indicates strong global support for 'Made in USA' products despite tariffs.
- American goods are generally preferred over Chinese products in most surveyed countries.
- Consumer intent to purchase American goods shows resilience, even amidst political tensions.
In response to ongoing global trade tensions, particularly those stemming from the Trump administration's tariff policies, the perception of American goods continues to remain positive internationally. A global Ipsos poll conducted in early April 2025 involving around 23,000 adults across 29 countries showed that the 'Made in USA' brand still holds its ground among consumers, who generally associate it with high quality. This sentiment is particularly evident when comparing products made in the USA to those manufactured in China, with consumers in many countries favoring American products. Despite some decline in the international reputation of the United States linked to domestic policy and geopolitical dynamics, it was noted that purchase intent for American goods remains significant, especially in countries like Brazil and the USA itself. The RepTrak Alert Study revealed that while some anti-American sentiment existed, it did not heavily influence the intent to buy from American companies. In Canada and Germany, however, intent to purchase American products was lower, primarily due to negative feelings towards U.S. trade policies. This relationship between trade perceptions and consumer behavior underscores the complexity of American influence in global markets. Consumers in China demonstrated surprising willingness to buy American products, while sentiments in other nations varied, with some being neutral. Importantly, the findings highlighted a greater preference for locally produced goods, yet 'Made in USA' consistently ranked as a preferred second choice. This trend reflects ongoing competitive dynamics among global brands and the nuances involved in international trade perceptions. The findings from the Ipsos poll and the RepTrak study suggest potential for American companies to capitalize on their strong brand appeal in global markets, especially by tailoring marketing strategies to address local consumer concerns. This would require American brands to maintain transparency and emphasize the value of their products in the face of mounting global competition and rising anxieties related to economic uncertainties.