Today a new press release from
Unity Marketing came across my desk. For those not familiar with Unity Marketing, it is a boutique market research firm in the US "specializing in consumer insights for marketers and retailers that sell luxury goods and experiences to the 'masses as well as the classes.'" The new release revealed that more that two-thirds of luxury consumers surveyed say that the place of manufacture is an important part of their buying decision. "Made In" matters, the company reports.
But does "Made in Canada" matter? It should. This country has excellent manufacturers of nearly all product categories: furniture, accessories, gourmet foods, bath products, and more. The design is excellent. The quality is superb. And, we know that the people producing these goods are receiving a fair wage and working in good conditions. In addition, a shift in consumer thinking is underway. The two largest factors contributing to it are: One, consumer concerns about products made in countries where there is no way of checking whether quality controls are in place or being implemented and two, the increasing consumer awareness of the environmental and human rights impacts of consumerism. Buy local has become a mantra for more consumers, and fair trade is now a consideration in the purchase decision for many people.
But, there's always a gap between what we say we'll do and what we actually do. Are your customers looking for the Made in Canada stamp?