Economic patriotism: Is it a good selling point?

Under the wake of geopolitical tensions, the globalisation of trade seems to be giving way to the fragmentation of markets and value chains. Calls for boycotts, increased customs duties, economic sovereignty, manufacturing reshoring and protective regulations are on the rise… and the political sphere is putting national preference on its agenda.

Some manufacturers are mulling the opportunity to echo this political mood and promote the commercial argument of ‘made in your country’ to boost sales.

Is economic patriotism a good selling point?

Nope!

It is a false good idea from both the buyers’ point of view and the producers’ own interests.

Instead, I suggest a few best practices for assessing the business opportunity of promoting the geographical origin of your offering.

Geographical roots are something to be proud of and highlight, provided they are part of a relevant and enticing narrative. A narrative that not only speaks to the hearts of potential customers but also is based on rational arguments.

To find out more, read the full article in PDF!