Made in Germany is much more than just a location branding: it is history, politics, industrial innovation and international trade competition, cultural values, social engagement, and labor standards. Although Made in Germany is still of enormous importance for German and European prosperity—and consequently for democracy—the fear of being labelled negatively for breaching ‘political correctness’ led many designers to denounce ‘Made in Germany’ as a relic of the past or even as an expression of ethnocentricity.
‘Made in Germany’ means top quality, education and research, innovation, workers' rights, ethics, product durability, sustainability, society-oriented design goals, aesthetic unpretentiousness, integration of cultural heritage. Additionally, through fair pricing, ‘Made in Germany’ goods enabled many consumers’ access to comforts and improved quality-of-life.
After the end of World War II, increasing demand for goods and services made in Germany attracted blue-collar and white-collar foreign workers, offering them opportunities for a better life, education, citizenship, and active participation in politics. Germany should be proud of the innumerable success stories of its new citizens who contributed with their energy, expertise, commitment, talents, and values to the international radiance of the ‘Made in Germany’ label.
Thus, we should not snub the brand’s qualities such as commitment to perfection, social responsibility, environmental protection, respect for labor rights – all characteristics stemming from the cultural and ethical fundaments of Germany shaped through the centuries, as ‘ethnocentric’.
Let us think about what ‘Made in Germany’ pioneers tell us about the amazing story of an experimental and intrepid avant-garde, of the heroic sacrifice of Hans and Sophie Scholl that inspired the vision of postwar designers for true democracy, of the quest for improving the life quality of the less privileged, and last but not least of enhancing customers’ pleasure and increasing consumers’ brand loyalty.
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