In my last column, we looked at the reasons why U.S.-made products resonate with consumers. Studies found a preference for U.S.-made products when concerns about quality, safety and durability were high. We learned that Americans believe that U.S. manufacturing is important for long-term job growth, economic stability and national security. And, we learned that younger generations are less convinced of the quality of U.S.-made products. With that said, how can we turn consumer preference into purchases and reconcile the concerns of millennials and Gen Z?
Millennials represent the largest generation in American history (even larger than the baby boomers). These consumers hunger for environmentally sustainable practices and authenticity. Fast delivery and customization appeal to Gen Z. Fifty-eight percent are willing to pay extra for faster delivery. Eighty percent purchase products that have a societal or environmental impact.