Key takeaways from this year’s Wisconsin Manufacturing Report fell into the categories of workforce, economic optimism, tariffs and AI. The report, which was compiled by pollster Rob Autry of Meeting Street Insights and is an annual project of the Wisconsin Center for Manufacturing & Productivity (WCMP), captured the views of 405 Wisconsin manufacturing executives, primarily representing small- and medium‑sized businesses, as well as insights from manufacturing focus groups held across the state.
Confidence in the state’s business climate was at an all-time high in the 2025 study, jumping 18 points from 2024, when Autry said inflationary concerns were high.
Current economic uncertainty is less about inflation and more about tariffs and trade policy, officials said; nearly three-quarters of survey respondents said their company was affected in some way by the Trump administration’s recent tariffs, either positively or negatively. Larger firms were more likely to feel negative effects, Autry says, and responses often differed based on the category of products being manufactured.
“Manufacturers are pretty divided on this,” Autry said. “Twenty‑eight percent believe trade negotiations will help their business; twenty‑six percent believe it will hurt.”
Regardless of specific tariff implications, companies are looking to grow their customer base within the United States more than ever, says Buckley Brinkman, WCMP executive director and CEO.
“One thing that was really clear in this survey and in the focus groups we did afterward was that more and more manufacturers are looking in their backyard for new prospective business,” he said. “A year ago, 80% said that the United States was the part of the world where they see the greatest increase in prospective business. Today, it’s at 87%. And while that may not seem like a huge jump over the span of one year, that data has been remarkably flat for the previous four years.”
Not surprisingly, the study also found that automation and AI adoption is accelerating significantly in Wisconsin. Nearly three-quarters of executives view automation as critical, and more than one-third are already using AI, which is triple the number from 2023. This year, about 55% of respondents fall into the category of “embracing AI,” Autry says.
— Kate Bruns
Read the complete report online at wicmp.org/wisconsin-manufacturing-report
Nominations open for Manufacturer of the Year
Applications are being accepted now through Dec. 10 for the 37th Annual Wisconsin Manufacturer of the Year awards, presented by Baker Tilly, Michael Best & Friedrich LLP, and Wisconsin Manufacturers & Commerce (WMC). Winners will be announced at a black‑tie ceremony in February. Learn more about the program and submit a nomination at wimoty.com.
Wisconsin receives $7 million manufacturing investment
The U.S. Department of Labor has announced more than $86 million in Industry-Driven Skills Training Fund grants for 14 states — including Wisconsin — to accelerate innovation, strengthen domestic production and address critical workforce needs. The Wisconsin Department of Workforce Development will receive $7.3 million to support advanced manufacturing and generative AI.
What’s made in Door County?
It’s much more than vacation scrapbooks. And it’s the subject of the NEW Manufacturing Alliance’s latest video series, which highlights the work of Fincantieri Bay Shipbuilding, Hatco, Therma‑Tron-X and Marine Travelift. Check it out at newmfgalliance.org/whats-made-in-door-county.
2
The number of Northeast Wisconsin manufacturers recognized with Wisconsin Manufacturers & Commerce’s 2025 Business Friend of the Environment Awards for Sustainability: Performance Pallet of Seymour and Masters Gallery Foods of Plymouth
6
The number of New North businesses that advanced to the Sweet 16 of WMC’s “Coolest Thing Made in Wisconsin” competition, including Carbliss (Plymouth), Search and Rescue 1000 Island Airboat (Marion), Brawny 3-Ply Paper Towel (Green Bay), Cruisers Yachts’ 38 VTR (Oconto), Sargento Natural American Sliced Cheese (Plymouth), and Pack Air Inc.’s Turntable Swing Gate (Neenah)
65%
The level of manufacturing optimism indicated on the National Association of Manufacturers’ Q3 Outlook Survey, up from 55.4% the previous quarter
