The types of companies that consumers want to shop with

Today’s consumers aren’t just buying products — they’re buying into principles, according to a new report.

The survey from Lightspeed Commerce Inc. showed that 92 per cent of shoppers in Canada and the U.S. consider themselves at least somewhat intentional with their purchases, with 40 per cent saying they’re very intentional. The trend, dubbed “Valuespending,” is reshaping how people shop and what they expect from brands.

“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.”

While price (78 per cent) and quality (67 per cent) still matter most, 62 per cent of shoppers now say it’s important that their purchases reflect their personal values or identity. That includes 27 per cent saying they’re buying based on national pride, 18 per cent supporting brands tied to charitable or social causes, 18 per cent choosing products for sustainability and 15 per cent factoring in a CEO’s political stance.

For 32 per cent of shoppers, values-based buying is a new habit. Many say they feel their spending has more impact than before (50 per cent), are reacting to a more divided world (45 per cent) or are influenced by social media (23 per cent).

Gen Z is leading the charge. Almost all (96 per cent) say they shop intentionally, and two-thirds say it’s important their purchases reflect their values. Sustainability (37 per cent), national pride (29 per cent) and cultural alignment (26 per cent) are top drivers. More than half say their most recent purchases were made with “thought and intention.”

But there’s also pressure. A third (32 per cent) of Gen Z shoppers say they fear being judged for buying from the “wrong” brands — a sign that peer influence is shaping retail choices as much as personal values.

Canadian consumers are especially driven by patriotism as 38 per cent said they’ve made purchases based on local or national campaigns like “Buy Canadian,” compared to just 16 per cent of U.S. shoppers. And 45 per cent of Canadians say supporting local businesses best reflects their values, versus 36 per cent in the U.S.

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

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