Prepared for Chelsea M. | Delivered August 24, 2020
Public Perception of US Steel Facilities
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To inform a brand strategy refresh by determining current public perceptions of US steel facilities, ideally in terms of the percentage of people who have different perceptions.
Availability of Information
Initial research suggests that there is
, publicly available information on American's perceptions of US steel facilities.
In particular, the majority of relevant data is either
and/or only tangentially relevant, given that it applies to perceptions of
US steel companies
However, the initial hour of research indicates that meaningful information exists surrounding US public perceptions of
in the country and, in some cases, manufacturing facilities.
US Perceptions of Manufacturing Industry
According to Deloitte, the preponderance of Americans have
of the manufacturing industry, for example:
of Americans view manufacturing as important to the country's economic prosperity
of Americans consider manufacturing to be key to maintaining their standard of living
of people in the US believe the country should invest more in manufacturing
Almost two-thirds (
) of Americans consider the manufacturing industry to be "
However, Deloitte adds that despite these positive perceptions, US families are
reluctant to work
in the manufacturing industry:
Although over two-thirds (
) of Americans consider manufacturing jobs to be interesting, only
believe a career in manufacturing provides a reasonable level of pay.
Moreover, approximately one-third of US citizens would not encourage their family members to pursue a career in this industry, due to concerns about security (
), available career paths (
) and compensation (
However, American families that are more familiar with manufacturing are
twice as likely
to encourage their offspring to pursue a career in this field.
Additionally, Americans generally have a more positive view of the future for manufacturing jobs, because they will increasingly require technical skills (
), improve from a safety perspective (
), require less manual labor (
), become more innovative (
) and become more creative in nature.
Lastly, Deloitte found that several segments of the US population (American parents, Generation X, those familiar with manufacturing) view
as the best opportunity in the country to create new jobs.