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16 August 2022 / Report
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This is one of a series of insight papers drawn from our latest wave of research into Multicultural Consumers in North America. For more insights into this topic, please visit: https://www.conference-board.org/topics/multicultural-consumer |
In this day and age, for consumers, there is no such thing as corporate oversharing: they value brands’ transparency about everything from details about a product’s ingredients to the reasons for price increases to brands’ stance on social and political issues.
This also extends to where a product has been manufactured, according to our latest research with US multicultural consumers: three-quarters want companies to state where their products are made, and slightly more than half say they consider a product’s country of origin in their purchase decisions. This attitude seems especially pronounced among higher-income, younger, and White consumers. However, unless it’s an integral part of the brand, product, or service, the country of origin might influence purchases less than other product features such as quality and price. Thus, overall, the country of origin might have more of an upside opportunity than a downside risk—if positive country associations are communicated appropriately and negative perceptions addressed and compensated for by a product’s appealing core features.
Consumers’ interest in knowing the specific countries where companies make their products may only gro
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