A new survey suggests that Generation Z is reshaping the marketplace by aligning purchases with personal principles — and dodging brands that don’t measure up.

About 96% of Gen Z shoppers say they buy with intention while two-thirds believe their purchases should reflect their values, according to a report released this week by retail payment platform Lightspeed Commerce. 

The study surveyed more than 2,000 consumers across North America and found that buyers born between 1997 and 2012 are particularly attuned to the social and political implications of what they buy.

“Every follow, like, repost and even purchase is a direct reflection of a person’s identity and values,” Lightspeed CEO Dax Dasilva told Fast Company, noting that Gen Z came of age in a digital landscape where activism and accountability can trend overnight.

Social media, he noted, has made purchasing decisions more public and more consequential. 

Just more than 30% of Gen Z respondents said they fear being “canceled” for supporting the wrong brands, compared to 6% of baby boomers.

And while cost and quality still top the list for many consumers — 78% and 67%, respectively — other factors are catching up. 

Sixty-two percent of all shoppers said brand alignment with personal values plays into their decision-making, while 27% made purchases in the past six months based on national pride. 

Eighteen percent said they chose brands for sustainability reasons or because they supported a social cause, and 15% weighed a CEO’s political views.

Mr. Dasilva called the shift “value spending,” per Fast Company, and he insists it’s here to stay. 

Meanwhile, half of those who buy based on principles say their purchases carry more weight than ever before, according to Lightspeed’s findings.

For brands hoping to win over Gen Z, clear values and authenticity are essential, according to Mara Stolzenbach, director of strategy at DCDX, a consulting group that analyzes Gen Z trends. 

Younger consumers have been bombarded with so much performative advertising (especially on platforms like TikTok) that they’ve grown resistant to anything that feels insincere, Ms. Stolzenbach told the Financial Times.

“Having grown up [online], Gen Z are really good at sniffing out marketing that feels like it’s pandering,” she said. “We’re just so used to it, like we’ve seen it for a little bit longer, and we’ve grown, honestly, a little bit tired of it.”

• Emma Ayers can be reached at eayers@washingtontimes.com.