OPINION SEPTEMBER 2020
National
pride
As the economy begins the long road to recovery, British
manufacturers should be proud fly the flag for the nation
BY JOHN PEARCE, CEO, MADE IN BRITAIN
The UK economy suffered its biggest
slump during the three months
from April to June with lockdown
measures pushing the country
officially into recession for the first time
in over a decade. The easing of restrictions
and social distancing is thankfully seeing
shops re-opening, homebuilding continuing
to recover, factories ramping up production
and businesses increasing output to meet
demand as consumer confidence returns.
While we are facing unquestionably
challenging times with further hardship
ahead, there are encouraging signs that
indicate we are gradually on the road to
recovery. In June, the economy grew by
8.7% according to the ONS, with the rebound
largely driven by construction, retail and
hospitality. While a small uptick, things are
moving in the right direction.
So, what can we do to help fuel the
recovery? Made in Britain conducted its
annual Buying British survey (https://bit.
ly/3jJHY2i), speaking to consumers and
businesses to understand purchasing
motivations and to examine how the
pandemic is changing shopping habits and
attitudes towards British goods.
The results were unequivocal – we
Manufacturers should make
it as easy as possible to
identify and buy British”
are keener than ever to buy more British
made products to support UK retailers,
manufacturers and producers. And many of
us are willing to pay a premium to do so.
Two-thirds of consumers and threequarters
of businesses are more likely
to buy British goods than before the
Coronavirus outbreak. Eight in 10 businesses
and consumers would happily pay more
for products made in this country, while
two-fifths of consumers and two-thirds
of businesses would prefer to buy British
regardless of cost.
Goods made in Britain have long been,
and continue to be, synonymous with quality
and reliability. Britain also has among the
highest consumer standards in the world and
buying British is better for the environment
so it’s not surprising to see a preference for
products manufactured or sourced locally.
This clear demonstration of public
support is of course extremely welcome.
However, it is important to emphasise there
is a risk this renewed determination to boost
the economy could remain unfulfilled.
While we are happy to pay more for
goods made on British soil, around eight in
10 consumers and the same proportion of
businesses admit to wanting to buy more
British products than they already do. The
reason they don’t is down to confusion over
product origin, with four in 10 consumers
unable to tell if a product is British-made.
When asked about their current car,
for instance, 37% claimed to know the
country that owns the brand but not where
the model was built. This comes against a
backdrop of some of our biggest car brands
such as Mini or Range Rover being owned
by foreign companies.
With demand for buying British soaring,
now is the time for UK producers and
manufacturers to harness this opportunity
and shout about their products’ provenance
to keep the wheels of industry turning.
To help cut through the confusion around
product origin, manufacturers should make
it as easy as possible for consumers and
businesses to identify and buy British. The
registered Made in Britain accreditation,
for example, certifies a product’s country of
origin while also recognising the producer’s
ethical and sustainable business practices.
In this new climate of public support
and with consumers and businesses actively
seeking out British made items, a registered
Made in Britain mark on products, packaging
and websites could make the world of
difference and could also serve to help keep
the many small businesses owners and
makers that make up such a large proportion
of our workforce in this country in jobs.
With the majority of British consumers
and businesses willing to play their
part through patriotic purchases, it’s
more important than ever that British
manufacturers and producers make the
most of this drive to ‘back British’.
How are you flying the flag for the UK’s manufacturing sector and leading the recovery?
We want to hear from you. Email: chris.beck@markallengroup.com
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