In whatever way you decide to view the situation, the shrinking of the American job base in many industries due to the exporting of jobs to foreign countries, has had a deep impact on the US Economy.  

Economic theorists talk often about how that the idea of free trade opens up far more opportunities for Americans than a more restricted trade policy. While this theory may be proven true over the long haul, in the short term the effect of outsourcing as it has come to be known has shrunk opportunity in many occupations that used to be major middle class employers.

Companies involved in the practice speak often about the need to remain competitive. They also talk about the need to be able to compete on price.

Some companies will even go so far as to say that competitors have forced them to engage in the practice to keep up.

Basically, the idea of outsourcing being inevitable is so dominant in economic discussion, that until very recently, the idea of preserving American jobs in production industries was not considered practical. The mantra for years has been “those days are over”, so better to look towards the future.

Roger Simmermaker is author of How Americans Can Buy American: The Power of Consumer Patriotism. In the book he expresses a different viewpoint on outsourcing.

Mr. Simmermaker talks about the fact that consumers altering just some of their choices and choosing to buy American could have a major positive impact on job retention.

One company that has defied economic dogma of the day with great success is Vornado Air. Vornado began making air comfort products like space heaters and floor fans in 1989 and has expanded to about 25 different products all assembled domestically.

Vornado introduced the Vornado Air Quality System 500 fairly recently as the vanguard air purifier product for the company. The Vornado Air Quality System 500 is a leader in the air purifier market taking on competitors who do their production in foreign countries to take advantage of cheaper labor.

 Vornado grabbed hold one largely ignored advantage of making products in the USA.  In the Vornado Air Quality System 500, Vornado trades the higher production costs of paying American workers more for the consistency of quality workmanship and performance.

Vornado has smartly saved money on advertising by simply allowing the information age to spread the great word of mouth they expect from an expertly manufactured product.

This is an often ignored strategy that can make the Made in the USA production choice a huge advantage.

Recently I had the opportunity speak to a small group of aspiring writers at a breakfast get together near my home area of Detroit.

Similar to a piece I shared online recently, the discussion turned to a noteworthy Saturday speech to the nation given by Presiden Obama. In that talk, the President talked in glowing terms about the quality and choices available in product lines for buying American. 

He in so doing he stressed the importance of making patriotic buying decisions.

The reason this was noteworthy is because it was a departure from the prevailing thoughts and actions of our policy makers over the last two decades.

 If you remember the 80s, Japan was the growing country and emerging economic challenger to the US on the world stage. Quite often you would see TV ads lauding us to buy American. However in the last 20 years or so, rarely do we see much said on the subject of Made in the USA.

Companies like Vornado Air which have achieved considerable market share making real goods domestically seem to be a dying breed. The belief is that they have given in and went offshore with production to compete on price at the big box retailers like Wal Mart or Target.

 So what is behind the newly found interest among our leaders in buying American, when for decades it seemed not to matter?

 The fundamental reasons come down to the reality of the world economy today and where it is trending, and additionally the prosperous examples being set by companies like Vornado air when still producing their goods domestically. 

First, the world economy has shifted wealth to countries that previously had very little. Places like China and India have emerged with a consumer-oriented middle class. Many of the jobs driving the rise of this middle class were jobs that once existed in the US.

 The US Dollar is the currency of a country weakened by losses of middle class jobs and their decreased purchasing power. At the same time, currency values in the new economic powers like India and China have risen. The marriage of the weak dollar and higher costs in countries that were offshore production leaders have made making it in the USA increasingly attractive.

In addition, companies like Vornado Air out of Kansas, have changed the way we look at producing complicated electronics on US soil. Their Vornado Whole Room Air Purifier has taken a solid leadership position in the rising home air purification market by being more technologically savvy than the competition.

The Vornado Whole Room Air Purifier (Vornado AQS) is effectively computerized with digital controls and timers. This is normally the stuff of Asian offshore production.   With Vornado Whole Room Air Purifier, Vornado has leveraged the advantage and popularity of the whole idea of Made in the USA to grow domestic jobs to keep up with steadily rising demand.

 Above all else, leaders at this point are following the trend being set by the public. Consumers are coming around to the connection between buying American and a strong domestic economy with plentiful job opportunities.

In an election year, the wise politician understands the direction of the winds.