Consumers are putting values first — even at a time of economic struggle.
According to data from a new survey of 2,000 U.S. and Canadian consumers from Lightspeed Commerce Inc., 92 percent of consumers are at least somewhat intentional about their purchasing, with 40 percent reporting that they are “very intentional” in purchasing decisions. Price and quality remain top of mind, but spending with brands that share values is gaining.
This purpose-driven consumption, or as Lightspeed has named it “value spending,” reflects consumers’ desire to buy into values as they buy products. Price remains a key priority for 78 percent of consumers, followed by quality at 67 percent, but 62 percent of consumers said that purchases aligning with personal values or identity is now more important than ever.
The authors of the report said that there is a signaling of a shift toward this mindful shopping, pointing to the 45 percent of respondents who said that brand values will play a bigger role in future purchases.
“Consumers today are balancing cost with conscience,” said Dax Dasilva, founder and chief executive officer of Lightspeed. “It’s not always about the lowest price — it’s about choosing brands that reflect their values. And when those values align, loyalty can follow more easily. This new era of intentional spending — value spending — is reshaping retail and pushing businesses to be more transparent and authentic.”
When prompted, consumers shared that as they put principles into action, 27 percent have made purchases based on national pride, 18 percent have supported brands for charitable or social causes, 18 percent choose products with sustainability impact and 15 percent factor in the political alignment of the brand’s CEO.
Thirty-two percent of shoppers said that making buying decisions based on values is a new behavior. Half of these respondents cited stronger beliefs that spending has a greater impact while 45 percent said there was a sense of living in a more divided world driving the behavior change and 23 percent said that they have been influenced through social media.
Unsurprisingly, younger shoppers are leading the charge for “value spending,” with 96 percent of Gen Z respondents telling the company that they “shop intentionally.” Sixty-six percent of Gen Z also said it is important that purchases reflect their values and just over half (51 percent) said that their most recent purchases were made with “thought and intention.” Social media’s influence is higher for this generation comparatively, with 61 percent of Gen Z reporting discovery of value-aligned brands online.
At the same time, Gen Z shoppers said there is a lot of fear around shopping the wrong brands. Thirty-two percent of these consumers said that they “fear being judged for buying from the wrong brands.” The authors of the report said that this sentiment highlights a “generational mix of purpose and peer pressure reshaping the retail space.”
“These insights show us that consumer expectations are evolving,” Dasilva said. “From sustainability to social impact, the brands that listen, adapt and ‘walk the talk’ can thrive in this age of value spending.”
