Five Years Since Covid Wreckage Began, America’s View On Manufacturing Has Changed

For decades, manufacturing was a loaded word—synonymous with decline, job losses, and factory closings. It was seen as a relic of the past, not an engine of the future. But today, that narrative has flipped: Manufacturing is America’s comeback story. And in these divided times, it may be the one thing we can all agree on.

The Reality Check

Manufacturing contributes $2.9 trillion to the U.S. economy, employs 13 million Americans, and leads all other sectors in R&D investment and patents. Despite building a high-tech, high value industry, American manufacturing continues to struggle with a lingering perception problem—a relic of the collapse of big steel and the downturn of big auto from decades past.

As manufacturers, we know the truth. We see the innovation, vibrancy, and impact of our industry every day. No industry is perfect, but we’ve proven our resilience time and again—adding 1.5 million jobs since pandemic shutdowns, battling through paralyzing supply chain chaos, and transforming our industry into a burgeoning hub for semiconductors, defense, and EV manufacturing.

A record-high 80% of Americans believe the country is fundamentally split on what matters most. But here’s one thing they do agree on: Manufacturing.

America’s Manufacturing Mindset Shift

A recent survey, conducted by the American Small Manufacturers Coalition, underscores a dramatic shift in perception:

• Overwhelmingly, Americans view manufacturing positively. In fact, 85% had a favorable view of the industry. In 2015, a study found that just 23% of respondents had a positive association with the word, while 33% had a negative one. Manufacturing is no longer seen as a dying industry—it’s viewed as a path to prosperity, security, and innovation.
• Support for government investment in manufacturing is bipartisan. Across the political spectrum, 72% of people want stronger government action to support the industry.
• Americans recognize the need for investment. 83% believe government programs are essential to keeping small and mid-sized manufacturers strong, creating jobs, and reducing dependence on foreign supply chains.
• “Made in America” isn’t just a slogan—it’s a demand. Nearly six in ten Americans say they are willing to pay more for U.S.-made goods.

Perception is finally catching up to reality, reflecting a growing awareness that manufacturing is about more than factories. It’s about innovation, geopolitical security, and the future of American jobs.

What’s behind this shift? A combination of economic wake-up calls, transformative technology, and national interests.

Why Manufacturing Matters More Than Ever

America’s manufacturing revival isn’t just about jobs—it’s about building resilience. War and post-pandemic supply chain disruptions left us scrambling for essentials like baby formula and pharmaceuticals, exposing the very real risks of relying too heavily on foreign production.

Homegrown manufacturing is our best hedge against global uncertainties. Consider Intel’s $20 billion investment in semiconductor plants in Ohio, Ford’s EV battery plants helping transform the Rust Belt into the Technology Belt, and new defense contracts fueling stateside aerospace growth and innovation.

Manufacturing momentum is real, and it’s accelerating. Wages and productivity are higher than they’ve ever been. AI and robotics are reshaping factory floors, making modern manufacturing safer, more efficient, and more attractive as a career. Young adults are seeking paths to success that are untethered from secondary education at the same time manufacturing’s high-tech, high-wage jobs are equipping a new generation for the future of work.

The last three elections have hyped the economic impact of manufacturing. Politicians may disagree on policy, but they all agree that manufacturing is a critical part of America’s future. And the public has obviously heard that message loud and clear.

The Opportunity for Manufacturers

Manufacturers are masters of the comeback. We should take tremendous pride in the resurgence we’ve seen so far—but we can’t stop here. This isn’t just about changing public perception. It’s about taking action to solidify manufacturing’s rightful place as a pillar of the U.S. economy.

We must:

• Invest in next-gen talent by showcasing modern manufacturing as a high-tech, high-impact career path.
• Double down on innovation to help American factories compete globally.
• Engage decision-makers to shape policies that support manufacturing growth and resilience.
• Tell our story so the world sees what it looks like to have America make the things that run the world.

Manufacturing has become a unifying force, a symbol of patriotism, pride, and the promise of a better, more prosperous future. It’s now seen as a solution to help rebalance the international playing field and restore global fairness in a way that protects national security and safeguards our interests.

Manufacturers have an opportunity—and a responsibility—to keep this momentum going. Manufacturing isn’t just our past. It’s our future. And now, finally, America agrees.