Manufacturing has always been central to the U.S. economy, but what do everyday consumers think about its future? To find out, Augury partnered with Dynata, a data and market research firm, and surveyed 1,000 U.S. adults on their views of the industry, its challenges and its opportunities.
The results show strong optimism for a new era of American manufacturing, paired with clear expectations around jobs, technology and product quality.
Consumers Believe in a U.S. Manufacturing Comeback
When asked whether the U.S. can become a manufacturing powerhouse, 65% said yes. Millennials (68%) and Gen X (71%) expressed the strongest belief, while the other total respondents (15%) said it already is. Only 20% said no.
At the same time, 91% of all respondents agree that increasing the number of U.S. manufacturing jobs is important to the economy, signaling that consumers link domestic production directly to economic health.
But the timing of the comeback is unclear. When asked how long do you think it takes on average to build a new manufacturing site in the US from concept to production, responses widely varied:
- 29% said one to two years
- 27% said three to four years
- 16% said six months to one year
- 14% said four to five years
- 11% said six or more years
This split shows that while consumers are hopeful for a U.S. manufacturing comeback, they remain uncertain about how quickly new factories will begin production.
Made in America Carries Meaning
The survey showed that 62% of consumers are willing to pay more for a U.S.-made product, with Millennials leading at 67%. And support for U.S.-made products is consistent across generations with:
- 54% actively seeking “Made in America” labels when shopping
- 64% believing domestic products are higher quality than imports
Views on tariffs are more split:
- 54% believe tariffs will positively impact U.S. manufacturing
- 53% believe tariffs will create more domestic jobs
- 31% believe recent tariff policies have given the manufacturing industry the appreciation and recognition it deserves as the bedrock of our economy
Younger consumers are more skeptical. While patriotism sells, economic policy remains a point of debate.
Manufacturing Careers Are Gaining Appeal
As higher education costs rise and AI reshapes office jobs, consumers are taking another look at careers in manufacturing.
- 70% say manufacturing is a more cost-effective path to long-term success compared with traditional higher education
- 62% say the field is more appealing today given the disruption of AI in white-collar work
Parents and peers are supportive as well. A vast majority (81%) say they would be proud if a child or friend pursued a career in manufacturing. And 60% believe younger generations view the industry as a viable option in today’s AI-driven economy.
When asked what would make them more likely to pursue a career in manufacturing, consumers pointed to:
- Competitive pay (54%)
- Standard hours and stability (39%)
- Opportunities to work with new technologies like AI (32%)
- Improved safety (33%)
Looking Ahead
The survey shows a public that is hopeful about the future of American manufacturing, supportive of U.S.-made products, and open to careers in the industry. At the same time, consumers recognize that the future depends on smart decisions about technology, training and policy.
For manufacturers, this means more than adopting advanced tools. It means ensuring technology is usable, equipping new workers with confidence, and showing people that U.S. manufacturing can be both high-tech and human at its core. Therefore, build trust with the public by showing that “Made in America” can stand for both quality and innovation
The overall takeaway is consumers want a strong future for U.S. manufacturing and they expect both leaders and technology to rise to the occasion.
Ready to go deeper? Check out the Manufacturing Meet Up episode “Can US Manufacturing Compete? Three Surprising Truths“ for insights on the competitive advantages that will drive America’s manufacturing comeback. Interested in the global economic reality impacting production? Watch “Tariff-ied? Turn Uncertainty into Agility“. You’ll learn from a panel of manufacturing veterans how to leverage data & AI to drive greater efficiency during challenging times.
