In today’s polarized landscape, shopping transcends mere price or quality — it’s a statement of purpose. A recent Lightspeed Commerce Inc. survey reveals a transformative shift: 92% of U.S. and Canadian shoppers now approach purchases with at least some intentionality, with 40% identifying as highly deliberate. Dubbed “Valuespending” by Lightspeed, and also referred to as “Values Based Shopping“, this trend highlights a growing preference for brands that mirror personal values. Amid heightened distrust of companies that take divisive ideological stances or clashing with American or family values, tools like the Veebs app are empowering consumers to shop with confidence and alignment.
The Rise of Valuespending
The survey of 2,000 consumers shows that while price (78%) and quality (67%) remain key, 62% now prioritize brands reflecting their identity or values. This movement is gaining traction, with 45% of shoppers anticipating an even greater role for brand values in future purchases, signaling a demand for authenticity and transparency.
For 32% of consumers, Valuespending is a new habit, driven by the belief that spending impacts change (50%), a sense of societal division (45%), and social media’s influence (23%). Gen Z leads this charge, with 96% shopping intentionally, prioritizing values and cultural alignment, and 32% avoiding brands that invite judgment.
Pushback Against Polarizing Brands
U.S. shoppers are increasingly frustrated with brands endorsing what they perceive as anti-American or anti-family values, often viewing such stances as alienating. Only 16% report recent purchases tied to “Buy American” campaigns, contrasting with 38% of Canadians backing local efforts, hinting at a unique American skepticism toward corporate agendas. This backlash fuels a desire for brands that authentically align with broadly shared ideals like community and family, rejecting those that polarize on 50/50 issues.
Veebs: Empowering Values-Based Shopping
Veebs, a grocery and information technology app available on Google Play Store and Apple App Store, puts Valuespending into action. By simply scanning product barcodes, the app displays a “V Score” (0-100) for users, assessing a company’s values alignment to the users’ own values settings, such as “Conservative”, “America-first”, or “Supports Veterans”. The Veebs app also allows for Search, and Categories functions, as well as customizable “Buy” and “Don’t Buy” lists to match personal principles allowing users to avoid all brands in a parent company portfolio. This was especially relevant during the “Bud Light Fiasco” as the app easily helped users avoid the mistake of ditching the Bud Light brand but then opting for Busch Light instead — both owned by the same parent AB Inbev.
Why It Matters
Lightspeed’s Dax Dasilva notes, “Consumers today balance cost with conscience, choosing brands that reflect their values.” This is especially true for younger shoppers, with 61% of Gen Z discovering aligned brands via social media. Veebs streamlines this process, enabling small, impactful swaps in shopping habits. As the Veebs website states, “Change starts by making values-based shopping a priority,” empowering consumers to ensure their dollars reflect their beliefs.
For those navigating a retail world filled with divisive brands, Veebs offers a practical solution. It transforms shopping into a deliberate act, aligning purchases with principles like patriotism and family values.
Call to Action: Download Veebs Today
Ready to shop with intention? Download the Veebs app from the Google Play Store or Apple App Store to scan products and uncover their “V Score.” Whether you value national pride, sustainability, or family-friendly brands, Veebs makes it seamless. Join the Valuespending movement and let every purchase mirror your principles—change begins with you.
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