Consumers Prioritize Value Over Social Values Amid Economic Concerns

Consumers Prioritize Value Over Brand Social Stances in Uncertain Economy

A recent Kearney Consumer Institute (KCI) report, "Weighing Value with Values," reveals that consumers are prioritizing value over brand social stances due to economic concerns, particularly the impact of tariffs.

The Q2 2025 study found that 80% of consumers believe aligning their purchases with personal values is more expensive. Only 39% reported boycotting a brand in the past year. This shift in focus highlights the growing importance of quality and value for money in consumer purchasing decisions.

Economic Anxiety Drives Value Focus

With 51% of U.S. consumers expressing significant concern about tariffs (rating their worry eight or higher on a ten-point scale), the emphasis on value is understandable. A significant 79% believe companies should prioritize delivering value over promoting social values.

“Consumers are feeling the pinch right now — money is tighter, time is tighter — and they will shop how, where, and as it best suits them. Many consumers are prioritizing the price/value equation over values-based purchasing decisions,” said KCI lead and report author Katie Thomas.

Despite this prioritization of value, a considerable 68% still believe brands should express their values, and 51% have stopped supporting brands misaligned with their own. However, quality and product value remain the primary purchase influencers. Good quality (69%), fair price (63%), and reliability/durability (46%) top the list of consumer considerations.

Local Sourcing Outweighs Sustainability

Interestingly, "made in country/locally" emerged as a top purchase driver for 20% of respondents, surpassing sustainability (10%).

“We were surprised to see ‘locally made’ outstripping sustainability and brand trust among consumer priorities,” said Thomas. “Their low ratings of politically driven factors — DEI commitments, labor practices and brand politics — point to the relatively minor role of consumer activism, or consumers shopping by their values.”

Value-Driven Marketing Gains Traction

The increasing importance of value resonates with both brands and consumers. Value-focused advertising has proven successful, with examples like Chili's boosting comparable sales by 31% through such campaigns. A growing number of marketing executives (21%, up 5% from 2024) report having no plans to align marketing efforts with social issues, further emphasizing this shift.

The KCI report surveyed 1,000 U.S. consumers representative of the general population in May 2025. A global version included an additional 3,200 respondents from the UK, India, France, and Indonesia.