CDG’s Marketing Director: Nora Thomas-Dib

September 12, 2024

In our conscious consumer landscape, shopping has become more than just finding the best deals or the trendiest products. More and more consumers are making value-based purchasing decisions, reflecting their personal beliefs and ethics and not only based on the product, but based on the company’s values as well. According to a 2022 IBM survey, 70% of consumers are willing to pay more for sustainable and eco-friendly brands, and 57% are actively changing their shopping habits to reduce their environmental impact. But what does it mean to shop with your values, and how can you incorporate this approach into your daily shopping habits? We can’t avoid shopping, might as well make value-based decisions when available. 

Understanding Sentiment Shopping

Sentiment shopping involves making conscious choices that align with what matters most to you—whether that’s sustainability, fair labor practices, cruelty-free products, or supporting local. It’s about being intentional with your purchases and ensuring that the products you buy and the brands you support reflect your core principles—and of course evoke happiness for buying something meaningful to you. 

For instance, if supporting local is a priority to you, you may prioritize shopping at farmers markets to support state-based farmers and artisans to help sustain the goods they create. If access to mental health resources is something you’re passionate about, you can choose to purchase from brands that talk explicitly about supporting employee mental wellbeing or that support mental health such as journals or meditation apps. 

Why Does Shopping With Values Matter?

When you shop according to your values, you’re not just buying a product, you’re supporting a purpose. Every purchase you make is advocacy for the kind of world you want not only to live in, but thrive in as well—that’s the vastness of what values based shopping can create. Intentional consumer power can drive significant change in industries at large, encouraging companies to adopt more ethical and sustainable practices. 

Additionally, values based shopping can enhance your sense of fulfillment. Instead of feeling indifferent about where your money goes, you can take pride in knowing that your purchases contribute to causes you care about. Conscious consumers often find a deeper connection to the products they buy, knowing their dollars are making a positive impact. Think about the last product you purchased that did more than subtract some dollars from your bank account. Your purchase doesn’t have to be completely serious either, what’s something leisurely you purchased that maybe tasted good and was purpose driven? As an example, one of my purchases over the weekend was a £17 glass of wine. Expensive, but from start to finish, the tasty beverage was crafted by all female winemakers. The wine and farming industry generally speaking has been dominated by male figures from the beginning of production so the feeling that evoked for me was happiness and intentionality. One, for supporting women producers and two, because of the nature of the product, I felt there was so much care poured into every drop with the end consumer in mind (maybe my feelings just started flowing as the wine glass became emptier, let’s just ignore that part). 

Progress Not Perfection: Practicing Your Values

To support you in shopping with your values, here’s a simple exercise:

  • List Your Top Five Values: Reflect on what matters most to you. These could be environmental conservation, social justice, supporting local communities, promoting health and wellness, fostering innovation, etc. Write them down to clarify your priorities and remember, there are no wrong answers when it comes to what you care about most!
  • Identify Brands That Align with Your Values: For each value, find a product or brand that supports it. For example, if sustainability is a priority, Patagonia might be a brand that comes to mind due to their positive environmental impact and social commitments.
  • Reflect on Your Past Purchases: Review your purchases from the last 30 days. Do they align with your top values? If not, consider how you can make more intentional choices moving forward. (Pro-tip: Check out CDG socials @cdgsocial to read through a few brands that are being intentionally impactful around sustainability, wellbeing and Queer Rights)
  • Create a Values-Based Shopping List: Next time you shop, bring your list of values with you (no excuse for not having it, I will bet you it lives in your Notes app on your phone…did I get it right?). Use it as a guide to ensure your purchases are in line with your beliefs. Bring it to the grocery store, your local convenience shop and yes, even Target. 

BIG Demand for Purpose-Driven Brands

The demand for purpose-driven brands is not just a niche trend it’s becoming the norm. A 2021 study by NielsenIQ revealed that 73% of global consumers are willing to change their consumption habits to reduce their environmental impact. Furthermore, an Accenture survey found that 62% of consumers expect companies to take a stand on social, cultural, environmental, and political issues.

This shift is driven largely by younger generations, particularly Millennials and Gen Z, who are holding brands accountable and seeking out those that align with their values. However, this way of life is expanding across all demographics as awareness of social and environmental issues grows.

Make Your Purchases Count

Shopping with your values is a powerful way to make a difference. By identifying what matters most to you and being intentional with your purchases, you can help create a marketplace that reflects and supports the world you want to live in. The next time you’re about to make a purchase, ask yourself, does this truly align with my values? Your answer could make all the difference. And remember, start small. Conscious capitalism is subject to classism (cue new blog coming)—picking one product that is serving people and is planet friendly is a great practice. Just one. Because every dollar is a vote for what matters most. Let’s do this, people!