The latest wave of tariffs has reignited a familiar tension in boardrooms and brand suites alike. As trade restrictions ripple through industries from consumer electronics to automotive, companies are once again forced to confront not just where they make their products but how they talk about them. For marketers and communicators, this isn't just a supply chain issue, it's a brand moment. Tariffs have become more than economic levers; they are now narrative triggers. The question is no longer whether to highlight 'Made in America,' but how to approach it with the nuance, consistency, and strategic intent today's consumers expect.
The resurgence of “Made in America” campaigns is not a coincidence. According to a recent piece in the Wall Street Journal, companies are carefully threading the needle, crafting ads that highlight U.S. production without overpromising or misrepresenting the global nature of their operations. The article notes a measurable uptick in brands leaning into patriotic messaging, especially in categories like apparel, home goods, and automotive, where origin stories can directly influence purchasing decisions.
Local news outlets are seeing the same trend. KSHB in Kansas City reported that more companies are explicitly advertising their American-made credentials, with scholars and consumer advocates noting the growing emphasis on domestic sourcing as a PR and marketing tool. The appeal is clear. For brands, “Made in America” signals quality, trust, and a commitment to domestic jobs. For consumers, it offers a way to feel good about where their money goes.
But the truth is more complicated. In a global economy, almost no product is entirely domestic. The FTC has strict rules about what qualifies as “Made in the USA.” To meet the standard, “all or virtually all” of a product must be made domestically, including raw materials and final assembly. That’s a high bar. According to NBC News, even vehicles marketed as American-made often contain significant foreign components. In fact, there is no such thing as a fully American-made car today.
UpNorthLive, a Michigan-based news outlet, recently highlighted this complexity in a segment on iconic American brands. Many of these companies rely on global suppliers for parts, textiles, or packaging, even if the final assembly happens on U.S. soil. USA Today echoed this in its coverage of how tariffs are affecting car manufacturing, pointing out that even vehicles built in U.S. factories are deeply intertwined with international supply chains.
This is where things get tricky for communicators. A brand that overstates its domestic credentials risks backlash from regulators, journalists, and consumers. The FTC has already taken action against companies that mislead the public on origin claims. In this environment, authenticity isn’t just a buzzword, it’s a legal and reputational safeguard. Brands must be precise. “Assembled in the USA” is not the same as “Made in the USA,” and the public is becoming more savvy about the difference.
Yet, for challenger brands, this moment offers a rare opportunity. When tariffs raise the cost of imported goods, smaller domestic players can gain ground. Take the case of Breeo and Solo Stove, two companies in the fire pit market. According to the Wall Street Journal, Breeo, which manufactures in the U.S., has seen increased interest from consumers looking to avoid tariff-inflated prices on imported competitors like Solo Stove. Breeo has used its American-made identity as a point of contrast, positioning itself as the local alternative in a crowded field.
This tactic works best when the comparison is clear. When a domestic brand can stand toe-to-toe with a well-known foreign competitor, and win on quality, availability, or values, the narrative writes itself. But it only works if the claims can withstand scrutiny. Consumers are willing to support domestic brands, but they won’t tolerate being misled.
Consumer behavior, though, remains unpredictable. While Americans say they value products made at home, their wallets often tell a different story. The BBC recently reported on panic buying behavior tied to tariff announcements, showing that price sensitivity still dominates in many categories. Marketplace highlighted the contradiction even more starkly: people express a desire to buy American-made gifts, but the allure of cheaper imports from China remains strong.
Investopedia found a similar disconnect. Although consumers report a willingness to support domestic manufacturing, the data shows that U.S. factories haven’t seen a corresponding surge in demand. One reason is cost. CNBC reported a fully American-made iPhone would cost between $1500 and $3500. The result? Nearly double the current retail price. That’s sticker shock most consumers won’t accept, no matter how patriotic they feel.
This disconnect puts digital marketers in a tight spot. The messaging must walk a fine line. It needs to honor the values of domestic production without alienating price-conscious shoppers. That means transparency is key. Brands should clearly explain what aspects of their product are made in the U.S., why that matters, and how it aligns with their broader mission, whether that’s job creation, environmental responsibility, or craftsmanship.
Communication teams should prepare for scrutiny. Reporters will ask tough questions. Consumers will Google your supply chain. Regulators will review your language. Brands that are proactive, those that train their spokespeople, audit their sourcing claims, and prepare for pushback, will be better positioned to weather the storm.
The best campaigns don’t just slap a flag on the packaging. They tell a story that ties origin to purpose. American Giant, the apparel company, has done this well, as reported by Adweek. Since its founding in 2011, it has maintained a commitment to U.S. manufacturing, not just as a marketing angle but as a core business principle. The company has used tariffs as a way to reinforce its values, not invent them.
Other brands are following suit. Cra-Z-Art, the toy company, announced plans to increase its U.S. manufacturing footprint by 50%, citing economic uncertainty and consumer demand for American-made goods. Rustic Marlin, a home décor company, has also leaned into its local roots, emphasizing craftsmanship and community support in its messaging.
To evaluate success, brands should look beyond sales alone. Engagement metrics, social media interactions, customer feedback, and loyalty indicators, can reveal how well the message is landing. American Giant, for instance, has built a customer base willing to pay premium prices for domestically made apparel, a sign that its message is resonating with a specific, values-driven segment.
Tariffs are not just economic policy, they’re narrative events. They compel brands to take a stance, whether they intend to or not. For some, it’s an unwelcome complication. For others, it’s a chance to lead. But in today’s environment, where messaging missteps can carry real consequences, the response must be more than patriotic, it must be precise, measured, and grounded in what the company actually does. The most effective communicators will avoid ideology and focus on impact: how tariffs affect their business, employees, and customers. This isn’t about waving a flag; it’s about telling a story rooted in values, backed by facts, and delivered with care. The brands that succeed won’t treat “Made in America” as a slogan, but as a strategy, one that resonates not just emotionally, but credibly and clearly.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
Click the social buttons to share this story with colleagues and friends.
The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.