Core Insights - A new consumer landscape is emerging where "Valuespending" is becoming a significant factor in purchasing decisions, alongside traditional priorities like price and quality [1][2][3] Consumer Behavior Trends - 92% of consumers identify as at least somewhat intentional in their purchases, with 40% describing themselves as very intentional [2][8] - 45% of consumers indicate that brand values will play a larger role in their future purchases, reflecting a shift towards mindful consumption [2][3] - 62% of consumers now prioritize alignment of purchases with their personal values or identity [3] Generational Insights - 96% of Gen Z consumers shop intentionally, with 66% emphasizing the importance of their purchases reflecting their values [4][5] - Key decision drivers for Gen Z include sustainability (37%), national pride (29%), and cultural alignment (26%) [4] - 51% of Gen Z report that their most recent purchases were made with thought and intention, with social media being a major discovery tool for value-aligned brands [4] Regional Differences - 38% of Canadian consumers have made purchases based on local or national campaigns, compared to only 16% in the U.S. [6] - 45% of Canadian consumers believe supporting local businesses best reflects their values, versus 36% of U.S. shoppers [6] Key Drivers of Valuespending - National pride (27%), charitable giving (18%), sustainability (18%), and political views (15%) are significant factors influencing buying decisions [8][9]