Valuespending: Turning intentional shopping into lasting loyalty

By Lightspeed Commerce

John Shapiro, Chief Product and Technology Officer, Lightspeed Commerce  

Competing for consumer dollars has never been tougher. Today’s shoppers still care about price and quality — but they’re also asking who made the product, where it came from and whether it aligns with their values.

This shift toward intentional purchasing, or “valuespending,” is changing the rules of retail. According to a recent Lightspeed survey, 92% of shoppers in the U.S. and Canada see themselves as at least somewhat intentional, and 40% describe themselves as very intentional. Nearly half say a brand’s values will significantly influence their future purchases.

For retailers, the opportunity is clear — but meeting it requires more than good intentions. It takes the right technology, data and product strategy to make values-based commerce real.

Authenticity is a deal breaker

Valuespending starts with trust. Consumers have more information at their fingertips than ever before, and they can quickly spot brands that are being inauthentic just to capitalize on a trend. The rise of social media platforms like Instagram and TikTok has empowered consumers to educate themselves about the brands they support, enabling shoppers to make more informed choices at the checkout. Not only do consumers expect a brand to be consistent with their brand ethos, they also expect transparency on sourcing, labor practices and sustainability commitments — and they expect it instantly.

Retailers that want to stand out need the infrastructure to be able to give consumers the information they need in order to make an informed decision. Integrated point-of-sale and e-commerce platforms can embed sourcing data, carbon footprint metrics and production details directly into product pages. QR codes and NFC tags can link shoppers to the stories behind a product, whether it’s locally made, ethically sourced or environmentally friendly.

When product data is easy to access and hard to dispute, shoppers can buy with confidence, knowing their purchase aligns with their values.

Sourcing smarter during uncertain times

Today’s retail landscape is dynamic. Not only can global trade change in an instant, but consumer priorities can adapt with those changes overnight — from sustainability to national pride, to health-conscious sourcing.

One recent example is the rise of patriotism in Canada: 38% of consumers there have made purchases in the past six months based on “Buy Canada” campaigns, compared to 16% in the U.S. Likewise, 45% of Canadians say supporting local businesses best reflects their values, versus 36% of U.S. shoppers.

Real-time supplier integrations and demand forecasting tools give retailers the agility to adapt to these changes. If analytics reveal a surge in interest for locally-made products, as seen in Canada, purchasing teams can adjust orders to meet that demand. This same flexibility can help retailers respond to sudden dips in consumer sentiment toward certain brands or materials, protecting both sales and reputation.

Gen Z is setting the rules

Gen Z has undeniably emerged as a frontrunner in the push toward value-driven shopping. As a generation that has redefined the power of social media and its direct influence on how and where individuals shop, Gen Z has reinvented what it means to shop with purpose.

If a brand receives negative reviews, sells poor-quality products or supports controversial figures, Gen Z shoppers will spread the word and encourage others to shop elsewhere. This creates both opportunity and risk. A strong social media presence that authentically aligns with their values can increase visibility and loyalty, but a misstep can lead to swift backlash.

Lightspeed’s survey found that 96% of Gen Zers shop intentionally, 66% said purchases should reflect their values and 32% worry about being judged for buying from the “wrong” brands. Their top decision drivers include sustainability (37%), national pride (29%) and cultural alignment (26%). More than half (51%) said their most recent purchases were made with thought and intention.

And they’re discovering brands differently: 61% find value-aligned companies on social media, far more than any other generation.

What retailers should do next

Retailers cannot afford to treat valuespending as a passing trend. Succeeding in this turbulent market means embedding valuespending alignment into everything — from product sourcing to how businesses treat their employees. Meeting consumers where they’re at can drive both growth and loyalty. But the path to get there requires intentional shifts:

  • Be transparent: Use integrated tech to display sourcing data, labor standards and sustainability metrics in real time, across both in-store and online channels.
  • Be flexible: Knowing what trends are coming and how to authentically shift inventory to meet demands will be critical. Being able to nimbly adapt to changing macro-economic environments and consumer behaviors will put retailers ahead of their competition.
  • Be data-driven: Use analytics to inform buying decisions, optimize inventory and measure the impact of values-based initiatives on both sales and loyalty.

Valuespending is no longer a niche behavior; it’s becoming the baseline. As consumers increasingly filter their purchasing decisions through the lens of ethics, identity and social impact, retailers face a clear choice: evolve, or risk being left behind.

Those investing in the technology and processes to prove their values, adapt to change and meet shoppers where they are won’t just earn trust, they’ll secure a lasting competitive advantage.

Sponsored by Lightspeed Commerce