Consumers Embrace "Valuespending": Intentionality and Brand Values Now Central to Purchasing Decisions
Nearly all consumers (92%) identify as at least somewhat intentional in their purchasing, with 40% describing themselves as very intentional.
National pride (27%), charitable giving (18%), sustainability (18%), and political views (15%) are key drivers of buying decisions.
MONTREAL, June 17, 2025 /CNW/ - New data from Lightspeed Commerce Inc. (NYSE: LSPD) (TSX: LSPD) ("Lightspeed"), the unified omnichannel platform powering ambitious retail and hospitality businesses in over 100 countries, suggests a new consumer landscape is emerging—where price and quality still matter, but Valuespending is taking center stage.
Lightspeed's survey of 2,000 consumers across the U.S. and Canada 1 reveals that 92% of respondents consider themselves at least somewhat intentional with their purchases, while 40% say they are very intentional. Today's shoppers aren't just buying products—they're also buying into values. Nearly half (45%) say brand values will play a bigger role in future purchases, signaling a clear shift toward mindful, purpose-driven consumption—what Lightspeed calls Valuespending.
Valuespending at the Checkout
While price (78%) and quality (67%) remain key priorities, more consumers (62%) now say it's important that their purchases align with their personal values or identity.
They're putting those principles into action:
27% have made purchases based on national pride
18% supported brands for charitable or social causes
18% chose products for their sustainability impact
15% factored in a CEO's political alignment
"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% of shoppers who report making values-based buying decisions, this is a new behavior. Driving this shift are a stronger belief that their spending has more impact than before (50%), a sense of living in a more divided world (45%), and influence from social media (23%).
Gen Z's Fear of the 'Wrong' Brands
Younger shoppers are leading the movement. An impressive 96% of Gen Z consumers say they shop intentionally, with 66% noting that it's important their purchases reflect their values. For this cohort, sustainability (37%), national pride (29%), and cultural alignment (26%) top the list of decision drivers. More than half (51%) say their most recent purchases were made with "thought and intention." Social media plays a major role—61% of Gen Z discover value-aligned brands online, far more than other generations.
Notably, 32% 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.
Patriotism in Purchases
Canadian consumers are taking principled spending even further. While just 16% of U.S. 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% in Canada. Similarly, 45% of Canadian consumers say supporting local businesses best reflects their values, compared to 36% of U.S. 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."
To learn more about Lightspeed and its insights into consumer trends, visit http://www.lightspeedhq.com.
Lightspeed is the POS and payments platform powering businesses at the heart of communities in over 100 countries. As the partner of choice for ambitious retail and hospitality entrepreneurs, Lightspeed helps businesses accelerate growth, deliver exceptional customer experiences, and run smarter across all channels and locations.
With fast, flexible omnichannel technology, Lightspeed brings together point of sale, ecommerce, embedded payments, inventory, reporting, staff and supplier management, financial services, and an exclusive wholesale retail network. Backed by insights, and expert support, Lightspeed helps businesses run more efficiently and focus on what they do best.
Founded in Montréal, Canada in 2005, Lightspeed is dual-listed on the New York Stock Exchange and Toronto Stock Exchange (NYSE: LSPD) (TSX: LSPD), with teams across North America, Europe, and Asia Pacific.
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Forward-Looking Statements
This news release may include forward-looking information and forward-looking statements within the meaning of applicable securities laws (" forward-looking statements"). Forward-looking statements are statements that are predictive in nature, depend upon or refer to future events or conditions and are identified by words such as "will", "expects", "anticipates", "intends", "plans", "believes", "estimates" or similar expressions concerning matters that are not historical facts. Such statements are based on current expectations of Lightspeed's management and inherently involve numerous risks and uncertainties, known and unknown, including economic factors. A number of risks, uncertainties and other factors may cause actual results to differ materially from the forward-looking statements contained in this news release, including, among other factors, those risk factors identified in our most recent Management's Discussion and Analysis of Financial Condition and Results of Operations, under "Risk Factors" in our most recent Annual Information Form, and in our other filings with the Canadian securities regulatory authorities and the U.S. Securities and Exchange Commission, all of which are available under our profiles on SEDAR+ at www.sedarplus.com and on EDGAR at www.sec.gov. Readers are cautioned to consider these and other factors carefully when making decisions with respect to Lightspeed's subordinate voting shares and not to place undue reliance on forward-looking statements. Forward-looking statements contained in this news release are not guarantees of future performance and, while forward-looking statements are based on certain assumptions that Lightspeed considers reasonable, actual events and results could differ materially from those expressed or implied by forward-looking statements made by Lightspeed. Except as may be expressly required by applicable law, Lightspeed does not undertake any obligation to update publicly or revise any such forward-looking statements, whether as a result of new information, future events or otherwise.
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