Mindful Spending Is the New Mindfulness Practice

According to recent consumer research, over 60% of U.S. consumers say they prefer to buy from brands that align with their values. Among Millennials and Gen X women, that percentage climbs even higher. Nearly half of consumers say they’ve stopped buying from a brand because of its stance (or perceived stance) on a social issue.

So brands adjusted.

They stopped trying to be everything to everyone.

Instead, they chose clarity.

When an ad makes you slightly uncomfortable, it might not mean the brand is “too political.” It may simply mean you’re not the audience they’re prioritizing right now.

That’s a strategic choice.