“Made in USA” appeal dropped 18%. About half of US consumers in 2025 say knowing a product was made in the US makes them more likely to purchase it again. That’s an 11-point decrease in positive perception compared to three years ago—an 18% decline overall.
What’s weird is that the graph shows exactly 60% and 50% (a 10-point decline), but if we nudge either figure by a point, the math works out:
1 - (50/61) ≈ 1 - 0.8197 = 0.1803 ≈ 0.18 = 18%
1 - (49/60) ≈ 1 - 0.8167 = 0.1833 ≈ 0.18 = 18%
I assume the correct figures are in the actual study, but it looks like it requires a login so I didn’t bother.
It’s percentage rather percentage points, which is explained in the linked official statement about the study:
What’s weird is that the graph shows exactly 60% and 50% (a 10-point decline), but if we nudge either figure by a point, the math works out:
1 - (50/61) ≈ 1 - 0.8197 = 0.1803 ≈ 0.18 = 18%
1 - (49/60) ≈ 1 - 0.8167 = 0.1833 ≈ 0.18 = 18%
I assume the correct figures are in the actual study, but it looks like it requires a login so I didn’t bother.
Statistics is the devils work.
Lol