Bank of America had the lowest score.Photo credit: Michael Gray (CC-By-SA 2.0)
Bank of America had the lowest score.
Photo credit: Michael Gray (CC-By-SA 2.0)

(Raleigh, NC) Faith Driven Consumer™— representing 41 million Christian consumers who spend two trillion dollars annually, has earned wide recognition for rating the faith compatibility of consumer and entertainment brands, as well as serving as a voice for its community. Monday, the group announced the first annual Faith Equality Index (FEI)—the only industry benchmark to measure compatibility with Faith Driven Consumers—as well as a rating of the top 7 brands.

Today, the group reveals the 10 brands with the lowest ratings.

“The brands listed today fall far short of earning the business of Faith Driven Consumers, but also have a significant opportunity to get into the game and improve their positions relative to marketplace competitors,” said Chris Stone, Certified Brand Strategist and founder of Faith Driven Consumer. “With two trillion dollars to spend, the newest color of the diversity rainbow is a huge untapped and underserved market—70% of whom are actively looking for a brand home.”

FaithEqualityIndex.com offers a transparent tool to discover the degree to which each brand values Faith Driven Consumers, contrasted against scores the same brands have received from the groups they value most. Each brand rating contains the FEI score alongside:

  • The Human Rights Campaign’s Corporate Equality Index (CEI), rating LGBT equality
  • The Hispanic Association on Corporate Responsibility’s Corporate Inclusion Index (CII), rating Hispanic inclusion
  • Black Enterprise’s Best 40 list for African-American diversity
  • Diversity Inc.’s Top 50 ranking for diversity

The Faith Equality Index annually rates, on a 100-point scale, how well brands acknowledge Faith Driven Consumers (FDCs) by welcoming, embracing, and celebrating them. The FEI is the benchmark tool FDCs use to make consumer choices—through the lens of their biblical worldview.

According to American Insights, 93% of Faith Driven Consumers see value in a resource that allows them to easily identify the faith compatibility of brands, 86% are more likely to do business with a brand that welcomes them and acknowledges their values, 77% would switch to a more compatible brand, and 70% are actively seeking brands. The FEI establishes the standard by which Corporate America demonstrates its commitment to equality, specifically inclusion of the Faith Driven Consumer market segment.

The 10 Lowest-Rated Companies 

View the Faith Equality Index here: www.faithequalityindex.com

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