What’s happening:

Shoppers are blending practicality with personal expression, not choosing between them. The data from the most recent Consumer Pulse shows that people want their purchases to reflect who they are while still feeling like a smart, sensible choice. This balance is especially pronounced among younger consumers, who think more often about the meaning behind what they buy and treat a wider range of categories as extensions of personal identity.

What we found:

  • When asked what matters more for their purchases, 43% say identity and value matter equally.
  • Clothing (59%), home décor (38%), and food/beverage choices (34%) are the top categories where it’s important for purchases to feel reflective of personal identity.
  • 44% are somewhat or very likely to spend more on a product if it helps them express their identity. 
    • This desire is even stronger for Gen Z (53%) and Millennials (57%). 
  • Over half of respondents (53%) choose what products they buy at least sometimes based on the kind of person they want to be. 
    • Again, this is stronger for Gen Z, with 72% basing their purchases on who they aspire to be.

Why it matters:

Identity and value now operate side-by-side in the purchase journey. Shoppers are more receptive to products that feel like a natural extension of who they are, or who they’re aiming to be, especially in categories tied to style, creativity, and daily rituals. When a product can satisfy practical expectations and resonate on a more personal level, it earns a different kind of attention and tends to stick. This is especially true among younger adults, who are forming habits around brands and products that help them express something meaningful about themselves.

(N=961, MoE ±3.2%, 95% CI,

Data Collected: October 31 – November 2 2025)

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