Why Americans’ attitudes on globalization are in flux

Consumers are no longer in the dark about how products are made: they look beyond the “Made in” label to scrutinize the entire supply chain, demanding transparency from source to shelf.

While many consumer opinions on globalization are rooted in political ideology, economic circumstances have a strong impact as well. For example, “Made in the USA” resonates with Americans who are worried about job security and their industry’s ability to compete in a global marketplace. And these attitudes are continually influenced by stories about manufacturing labor and impact, both in the news and on social media.

With headlines and social media driving sentiment around globalization, brands need to monitor and get ahead of potential issues at each step of the supply chain.

For further reading

• Why political polarization means brands need to clarify their purpose
• Why polarization is our biggest security threat
• Ipsos Global Trends