What does a ‘Made in the U.S.A.’ label convey? Years ago the label appealed mostly to blue collar workers worried about the flight of manufacturing jobs overseas and those interested in trumpeting their down-home patriotism. No longer, reports the NY Times today. The label has new cachet.
With scandals swirling around Chinese exports and a growing awareness of the environmental impact of shipping goods vast distances, “the label represents a heightened concern for workplace and environmental issues, consumer safety and premium quality.” Products with the ‘Made in the U.S.A.’ label were once thought of as sturdy, but certainly not chic. Now “American-made products, which are often more expensive, have come to connote luxury.”
Alex Steffen, executive editor of www.worldchanging.com, offers examples: “you have not only the local food craze but things like American apparel, or Canadian diamonds instead of African ‘blood diamonds,’ or local-crafted toys.” Other companies capitalizing on ‘Made in the U.S.A.’:
New Balance produces less expensive running shoes abroad, but it still makes the top-of-the-line 992 model… in Maine… each model 992 features a large, reflective “USA” logo on the heel, and an American flag on the box.
Fender, the guitar maker, builds entry-level electric guitars in Mexico, but it still makes higher-end Stratocasters and Telecasters… in California.
These companies cater to connoisseurs and those willing and able to pay a premium to flaunt ethically produced, environmentally friendly products. Still, this microtrend is likely to expand along with concerns about fair labor practices and product safety in the developing world.
