Altogether, the changing attitudes and consumer behavior, which are embraced by more than half the people we surveyed, suggest a shift in thinking about how we spend everything from our money, to our time, and our energy. With each dollar consumers are voting for certain values — sustainability, self-reliance, craftsmanship, and yes, kindness — and rewarding organizations that seem to hold them. This is how Walmart became the nation’s biggest purveyor of locally grown, organic produce. It’s also how a tiny company called Adafruit Industries, which caters to do-it-yourself engineers and gadget geeks, has grown steadily and added to its workforce through-out the economic crisis. These are just two of fifty companies we interviewed that are riding the spend shift wave to profitability and expansion.