Led by Gen Z, 'Cancel' Fear and Intentionality Are Driving Consumers to Embrace 'Value Spending'

"Consumers today are balancing cost with conscience. It's not always about the lowest price - it's about choosing brands that reflect their values.""

"This new era of intentional spending - value spending - is reshaping retail and pushing businesses to be more transparent and authentic.""

A recent survey highlights a significant shift among U.S. and Canadian consumers towards value-driven purchases. While price and quality remain important, 62% of respondents emphasize buying products that align with their values. The term 'value spending' illustrates this trend where brand values increasingly influence purchasing decisions. Notably, 27% of consumers have made purchases based on national pride, with others choosing brands aligned with social causes or sustainability. This intentional spending is not just a trend; 32% of respondents see it as a new consumer behavior that reflects a deeper commitment to impactful consumption.

Read at WWD