Key findings
1. Maine businesses and U.S. consumers define the Maine brand by its natural outdoor
beauty, people, products, and place.
2. Maine businesses and U.S. consumers alike agree that the Maine brand influences the
development of products and services. In fact, U.S. consumers are willing to pay 22%
more for Maine products and services.
3. Maine businesses and U.S. consumers agree that the Maine brand has a positive effect
on the attraction and retention of a skilled workforce.
• Outdoor brands rate this impact more positively than other business types.
4. Maine businesses and U.S. consumers agree that the Maine brand has a positive effect
on the economic performance of businesses.
• Businesses with a higher percentage of Maine sales as well as those in the food, agriculture,
marine, and aquaculture sectors rate this impact more positively than other business types.
5. The impact of the Maine brand remains strong both for manufacturers as well as
businesses grossing over $10 million in sales. Thus, as Maine businesses compete in the
global marketplace, the Maine brand continues to be a differentiator that adds value.
Methodology
Online survey of 250 Maine business leaders from
January-August 2023 promoted through public
presentations, MaineBiz forum and online ad, direct
email marketing, distribution by chambers of
commerce and trade associations, and follow-up
phone calls.
Online survey of 500 U.S. consumers conducted on
www.cloudresearch.com in May 2023.
Research team
Caroline Paras, MA
Norm O'Reilly, MA, MBA, PhD, CPA
Erin Percival Carter, PhD
Melanie Brooks
Connor Blake, MBA
Robyn Dumont, MPPM
Clare Murray, MS
