Your Cart, Your Identity?:

What You Buy Says Who You Are

By John Shapiro, Chief Product & Technology Officer at Lightspeed Commerce

If anyone’s rewriting the retail rulebook, it’s Gen Z. According to a recentLightspeed survey, these savvy shoppers aren’t just buying—they’re vetting, comparing, and curating like pros:

• A whopping 70% of Gen Z say a brand’s values will play a bigger role in their spending going forward (that’s way higher than the 45% average for everyone else).
  
  
• They’re also serious about research—39% always compare products before buying, with another 34% often doing so.
  
  
• And get this: nearly 1 in 3 (29%) prioritize experiences over things, more than double the average across all ages.

Gen Z is redefining what “value” means, blending personal ethics with digital savvy to demand that brands act authentically. Retailers that can’t match this mindset—one rooted in transparency, purpose, and personalization—risk being ignored. Those that can will earn the loyalty of the next generation of brand advocates.

A cart is more than a list of items—it’s a mirror of your ethics and priorities. Maybe you favor sustainable goods, fair-wage brands, or companies that align with your worldview. Lightspeed data shows more than half of consumers consider brand values when purchasing, rising to 70% for Gen Z.

Environmental impact also matters: 47% of shoppers evaluate how eco-friendly a product is, while 45% look at fair wages and ethical labor practices. In short, your cart reveals your values as much as your taste.

Retailers should see this as insight, not coincidence. Every purchase tells a story about what customers care about. Brands that connect their purpose with their product offerings can transform values into long-term value.

Behind these shopping habits is a growing layer of smart technology. AI and analytics are helping both consumers and retailers make decisions that align with values, not just price points.

Badges now highlight eco-friendly or ethically made products. Filters showcase transparent supply chains, and blockchain tools verify authenticity. This isn’t just personalization—it’s personalization with purpose.

Solutions like Retail Insights by Lightspeed give merchants visibility into evolving shopper behavior, helping them anticipate what matters most. With this data, retailers can align their offerings with their customers’ principles, turning one-time buyers into loyal believers.

Loyalty today is more than discounts. Consumers want both perks and principles. They seek brands that reward their purchases and reflect their beliefs. Retailers that pair classic loyalty programs with purpose-driven positioning will build stronger, longer-lasting relationships.

The brands winning hearts (and carts) are those striking the right balance—rewarding customers while staying true to their values.

A strong example is Marché Floh, a vintage clothing company that started as a pop-up before opening its flagship store in Montreal. The brand promotes inclusivity by showcasing local entrepreneurs, launching new products in a low-risk retail environment, and creating a welcoming space for both shoppers and creators. Its mission to make fashion accessible and community-driven shows how authenticity builds connection and trust.

Inflation, uncertainty, and global change have reshaped consumer priorities. Yet even in tight times, people still want their money to mean something. They’re choosing quality over quantity and purpose over impulse.

For retailers, this isn’t a constraint but an opportunity. Intentional spending doesn’t mean spending less—it means spending better. Brands that meet shoppers with honesty, flexibility, and personalization will gain not only sales but loyalty.

Valuespending isn’t a fleeting trend. It’s a quiet revolution that happens every time someone checks out online or in-store.

Next time you shop, take a look: is your cart just a collection of things, or a reflection of what matters to you? In 2025, every purchase tells a story. It’s your identity, your ethics, your worldview—expressed through what you choose to buy.

And for retailers, that’s a message worth listening to. The future belongs to brands that understand that shopping isn’t just transactional. It’s personal, purposeful, and deeply human.