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In the face of rising inflation and global economic instability, a surprising trend is emerging: consumers are increasingly willing to pay more for products made in the USA. This paper explores the factors driving this shift, illuminating how domestic value is being reshaped by consumer preferences. Retail executives, policymakers, and small business owners stand at the forefront of this transformation, poised to make strategic decisions that could bolster the American economy.

The consumer landscape is witnessing a renaissance of American-made goods. Despite the tightening grip of inflation, a segment of the market is defying traditional price sensitivity in favor of domestically produced items. Unpacking this phenomenon reveals a complex interplay of motivations fueling a preference for homegrown products, which includes supporting local economies, ensuring environmental sustainability, and demanding superior quality.

Consumer ideology and political affiliation significantly influence shopping behaviors, which is especially pronounced among Republican and Libertarian consumers regarding the preference for American-made products. This group’s inclination stems from a deep-seated belief in supporting the national economy and promoting self-reliance and independence, principles highly regarded in both Republican and Libertarian viewpoints. They perceive purchasing domestically produced goods as a direct contribution to American job creation and economic stability, aligning with their broader political agendas of limiting reliance on foreign goods and bolstering national security. Furthermore, these consumers often view American-made products as embodying higher quality and safety standards, reflecting their values of excellence and accountability in production. This ideological alignment between political beliefs and consumer behavior showcases a powerful intersection where personal values directly impact economic activities.

In the current landscape of entrepreneurship and digital business, many companies are seduced by the allure and ease of “rented land” – third-party platforms upon which they build their customer base, market their products, and conduct sales. This thought leadership paper dives into the pitfalls of over-reliance on such rented platforms, illuminating the risks and advocating for a strategic lean towards owned land – resources and channels a company controls outright.

In a world propelled by instant gratification and rapid growth, “rented land” – commonly social media platforms, marketplaces, and third-party hosted services – provides a tempting launchpad for businesses seeking visibility and customer engagement without substantial initial investment. Platforms such as Instagram, Facebook, and Medium can offer fertile ground for growing a following.

However, building on rented land is a foundation fraught with uncertainty. The algorithm updates on platforms like Instagram in 2019, which shuffled the visibility and reach of content drastically, serve as cautionary tales for businesses heavily reliant on such volatile ecosystems.