As America increasingly turns inward amid rising economic nationalism, corporates will see new market opportunities linked to the Made in America product segment and will require new data and analytical tools to take advantage of them. Amid these dynamics, the 2024 edition of Morning Consult’s Made in America Report leverages two years of trended data to offer a comprehensive assessment of public attitudes toward the “made in” product segment and the demographic and political drivers of consumer behavior, along with scenario-based reshoring assessments. The Executive Briefing section of the report provides a consolidated market outlook along with a summary of key consumer metrics to help time-constrained, data-savvy business leaders navigate the market.

In addition to a holistic overview, the report provides a detailed look at views of the Made in America market segment by gender, generation and political affiliation, with a particular emphasis on Gen Z adults, who show both a newfound enthusiasm for the "made in" market segment and exhibit strong costs concerns when it comes to buying domestic versus purchasing an equivalent foreign-made good.

Amid a particularly polarizing U.S. election year, the report also provides guidance for companies seeking to understand and navigate partisan differences surrounding Made in America purchasing considerations.

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