By Jenifer Joyce
My 12-year-old son is onto something: When shopping at a mall retailer whose name prominently includes the word “American,” he observed its clothing was, ironically, manufactured overseas. This didn’t make sense to him, and it doesn’t to me. But I’m encouraged by a new Boston Consulting Group report, showing the American manufacturing sector stands to win back over 3 million jobs that have gone overseas. The push behind the growth is simple: efficiencies.
According to the report, Boston Consulting Group found three reasons why America stands to win: labor costs are rising overseas; American workers are more productive; and distributing American-made products here at home cuts down on transportation costs. Some companies like Chesapeake Bay Candle, NCR, Whirlpool and Ford are already tapping into these efficiencies by re-opening American plants and hiring new workers. I applaud these companies that are making changes now and helping Americans get back to work.
Marketers need to pick up this banner. We can do more. I’ve blogged before about struggles other industries are having and ideas to get the economy moving. At the risk of over simplifying, marketers need to make better use of available resources, both internal and external, to find efficiencies. Programs must work harder and produce greater ROI. If that’s lacking, find a partner who can help. Don’t settle. It’s not surprising to see restlessness in my 12-year-old son. The apple doesn’t fall far from the tree.