Gen Z shoppers are choosing brands that reflect their values

Fast Company

4 hours ago

Gen Zers are putting their money where their mouths are when it comes to shopping.
Nearly all Gen Z consumers—96%—say they shop with intention, and 66% believe their purchases should reflect their personal values, according to the newly released Lightspeed Commerce report, which surveyed over 2,000 North American shoppers.
Spending habits have never been more visible, thanks to social media. Today's consumers have more ways than ever to signal their morals and values—and more platforms to share those choices. Posting shopping hauls and 'empties' videos, or filming a fit check with coffee in hand has become prime social media fodder. In an age where everything is content, more consumers are choosing brands that reflect who they are and what they stand for.
'A hallmark of Gen Z is coming to age in a hyper-connected world. In this world, every follow, like, repost, and even purchase is a direct reflection of a person's identity and values,' Lightspeed CEO Dax Dasilva tells Fast Company. 'Through this connected world, there is a never-ending exposure to global issues, where activism, accountability, and 'cancel culture' move at the speed of light.'
Today, the wrong purchase can carry social consequences—not just from peers, but from the broader judgment of the internet. This pressure is especially strong among Gen Z: Thirty-two percent fear being 'canceled' for supporting the wrong brands, which is more than five times higher than for boomers (6%). 'In many ways, this fear of being judged or canceled and the understanding of the weight of their buying decisions differentiates Gen Z from older generations, who have traditionally shopped based on things like price or quality,' Dasilva says.
This trend—what Lightspeed calls 'value spending'—is part of a broader consumer shift. Nearly all consumers (92%) identify as at least somewhat intentional in their purchases. While price (78%) and quality (67%) remain top priorities across generations, purchasing decisions that align with personal values or identity are close behind, cited by 62% of respondents.
In the past six months, 27% of consumers made purchases based on national pride; 18% supported brands tied to charitable or social causes; another 18% chose products for their sustainability impact; and 15% factored in a CEO's political alignment. For 32% of these 'value spenders,' this is a new behavior—but half believe their spending carries more influence than ever before.