Consumer Behavior

Consumers embracing ‘valuespending’

Photo: Adobe Stock

June 26, 2025

Consumers are embracing "valuespending," with intentionality and brand value central to purchasing decisions.

Nearly all consumers (92%) identify as at least somewhat intentional in their purchasing, with 40% describing themselves as very intentional.

Those are top data findings from Lightspeed Commerce Inc., a unified omnichannel platform. The Lightspeed's survey polled 2,000 consumers across the U.S. and Canada. Lightspeed is a POS and payments platform and defines 'valuespending' as a new era of intentional spending.

While price (78%) and quality (67%) remain key priorities, more consumers (62%) say it's important their purchases align with their personal values or identity, according to a press release on the data findings.

"Consumers today are balancing cost with conscience," Dax Dasilva, CEO and founder of Lightspeed, said in the release. "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."