92% respondents in North America intentional with purchases: Report

Today’s shoppers aren’t just buying products—they’re also buying into values. Nearly half (45 per cent) say brand values will play a bigger role in future purchases, signalling a clear shift toward mindful, purpose-driven consumption—what Lightspeed calls Valuespending.

While price (78 per cent) and quality (67 per cent) remain key priorities, more consumers (62 per cent) now say it’s important that their purchases align with their personal values or identity.

“Consumers today are balancing cost with conscience,” said Dax Dasilva, CEO and founder 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—Valuespending—is reshaping retail and pushing businesses to be more transparent and authentic.”

For 32 per cent of shoppers who report making values-based buying decisions, this is a new behaviour. Driving this shift are a stronger belief that their spending has more impact than before (50 per cent), a sense of living in a more divided world (45 per cent), and influence from social media (23 per cent), as per the survey.

Younger shoppers are leading the movement. An impressive 96 per cent of Gen Z consumers say they shop intentionally, with 66 per cent noting that it’s important their purchases reflect their values. For this cohort, sustainability (37 per cent), national pride (29 per cent), and cultural alignment (26 per cent) top the list of decision drivers. More than half (51 per cent) say their most recent purchases were made with thought and intention Social media plays a major role—61 per cent of Gen Z discover value-aligned brands online, far more than other generations.

Notably, 32 per cent of Gen Z shoppers say they fear being judged for buying from the ‘wrong’ brands—highlighting a generational mix of purpose and peer pressure reshaping the retail space.

Canadian consumers are taking principled spending even further. While just 16 per cent of US respondents say they’ve made purchases in the past six months based on local or national campaigns like ‘Buy American,’ that number jumps to 38 per cent in Canada. Similarly, 45 per cent of Canadian consumers say supporting local businesses best reflects their values, compared to 36 per cent of US shoppers. This trend points to a growing sense of national alignment at the checkout—especially in the context of trade tensions.

“These insights show us that consumer expectations are evolving,” Dasilva added. “From sustainability to social impact, the brands that listen, adapt, and ‘walk the talk’ can thrive in this age of Valuespending.”

ALCHEMPro News Desk (RR)