Made In America: The Next Big Thing for Brands?
It's not a story you hear very often, but there are still companies making their products here in the U.S. As more leading brands lend their support to "Made In America," we may find that the secret ingredient to restarting the country's economy is right under our noses.
This week the New York Times highlighted Starbucks' selection of Ohio-based American Mug and Stein Company for its new made in America merchandise line, Indivisible. The partnership has kept four people employed and created eight more jobs at American Mug. Proceeds from the sale of Indivisible products will go to Starbucks's Create Jobs for USA Fund, which just received a $1 million donation from Citi to expand the program to stimulate small business growth.
General Electric kicked off 2012 with an ad campaign featuring the stories of its American factory workers and in May released an infographic map touting over 14,000 new American jobs created since 2009.
Starbucks, Citi, and General Electric, all ranked on Interbrand's Top Global Brands list, are showing the power of brand to lead by example and not just to sell their products. Each of these companies is attempting to accomplish what Starbucks CEO Howard Schultz calls a "balance between profitability and responsibility" and leverage their unique ability to get buy-in for their ideas as well.
Do you think these Made in America efforts will create sustainable impact for the long-term or is it just a clever sales angle? Share your thoughts in the comments!