Givsly, a leading platform for responsible advertising and marketing solutions, today released new data on consumer values. The survey found that Americans, particularly Gen Z and multicultural consumers, now expect brands to genuinely embody their values, take public stances on critical issues, and demonstrate real actions behind their messages. In today’s market, alignment with values is no longer a mere “nice-to-have”; it has become a key factor in purchasing decisions, a driver of customer loyalty, and a critical element in maintaining a favorable reputation. As trust becomes the ultimate currency, consumers are increasingly turning their loyalty into advocacy, amplifying the voices of brands they believe in and holding accountable those that fall short. 

According to Givsly's research, more than one in four Americans pay greater attention to brand values today than they did five years ago, with that figure rising to 36% among Gen Z consumers. The importance of values is directly reflected in spending habits: 64% of Americans and 79% of Gen Z are willing to pay more for brands that resonate with their values. In terms of product categories, retail tops the list for Gen Z consumers (61%), while healthcare leads among multicultural audiences (58%).

Gen Z consumers are not only value-driven; they are also value-activated. Key findings include:

• Gen Z is twice as likely as baby boomers to factor brand values into their purchasing decisions today compared to six months ago
• Gen Z is 145% more likely than baby boomers to feel loyal to brands that publicly share their values
• Over 70% of Gen Z pay more attention to advertisements that include a donation component, and they are 87% more likely to find donation-based ads engaging
• When brands violate consumer trust, Gen Z is 98% more likely than baby boomers to seek tangible actions, such as donations, community work, or volunteering, rather than symbolic apologies
• Across various social issues, Gen Z is significantly more motivated, being 54% more driven by sustainability, 73% more by mental health causes, and 88% more by women’s rights compared to baby boomers 

“This is a wake-up call for our industry,” said Chad Hickey, CEO of Givsly. “Neutrality is no longer neutral; it has become a stance on its own. Consumers, particularly Gen Z and multicultural audiences, demand real accountability. The spending power of these two segments is growing rapidly, and brands that don’t meet them on their values will be aging themselves out of revenue and into irrelevance by sticking with outdated strategies.”

Multicultural consumers are the loyalty engine. Multicultural audiences are even more likely to reward or punish brands based on values:

• 45% more likely than white consumers to reconsider buying if a brand’s values don’t align with theirs
• 30% more likely to believe brands should use their platform to drive social change
• 28% more likely to recommend a brand to friends or family based on values alignment
• 21% more likely to support ethical brands regularly, even for everyday essentials.

When assessing authenticity, 41.7% of multicultural respondents and 43% of Gen Z cite how brands treat their employees (regarding fair wages, benefits, and diversity) as the most significant factor, followed by their support for charities, causes and community work.

Givsly commissioned GWI, which has a panel of over 22 million consumers, to survey more than 2,100 adults in the U.S. for this research. The data was then synchronized with 35,000 data points from GWI’s USA dataset.