“Values” shopping: How powerful a trend?

On a recent RetailWire panel discussion about the trend toward values-driven consumption (not to be confused with “value”), I make a distinction between drivers such as “environmental awareness” and more typical consumer behavior such as “early adaption.” Here’s my comment:

I’m not sure whether there is an exact correlation between self-described “values” shoppers and actual market share, but there is little doubt that green-friendly “values” in particular drive a lot of consumer behavior. But the phenomenon of “early adapters” of new foods and technology shouldn’t be confused with “values” consumption. This has always been a subset of the consumer population, and is likely to grow as Millennials’ spending power also increases.

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