(Raleigh, NC) Faith Driven ConsumerTM— representing 41 million Christian consumers who spend $2 trillion annually, has earned wide recognition for rating the faith compatibility of major brands both in the consumer and entertainment spheres, as well as serving as a voice for this community. Today, building on more than four years of research and behind-the-scenes work with major brands, Faith Driven Consumer is announcing the first annual Faith Equality Index (FEI). FEI emerges as the only industry benchmark to measure compatibility with Faith Driven Consumers, and the inaugural ratings score Chick-fil-A, Hobby Lobby, Interstate Batteries, Tyson Foods, Cracker Barrel, Walmart, and Thrivent Financial as the 2016 leading companies for faith equality.
“In a marketplace that celebrates diversity, the Faith Equality Index focuses major brands on the newest color in their rainbow, Faith Driven Consumers. Like every community, Faith Driven Consumers expect to be welcomed by the companies they do business with and work for. FEI affords the marketplace a transparent tool to measure where brands stand,” said Chris Stone, Certified Brand Strategist and founder of Faith Driven Consumer. “We congratulate the inaugural leaders and look forward to working with them, and the other rated brands, in the coming months—helping them all progressively improve their scores. We recognize that many brands still have a long way to go in welcoming, embracing, and celebrating Faith Driven Consumers at parity with their other diversity communities, and are diligently working with all brands as they seek to understand and embrace this key constituency.”
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 tool FDCs use to make consumer choices, which are made 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, and 70% are actively seeking faith-compatible brands. The FEI establishes the standard by which Corporate America demonstrates its commitment to equality, specifically inclusion of the Faith Driven Consumer market segment.
Leading 2016 Companies
- Chick-fil-A: 63
- Hobby Lobby: 62
- Interstate Batteries: 61
- Tyson Foods: 60
- Cracker Barrel: 53
- Walmart: 51
- Thrivent Financial: 50
Faith Driven Consumers (FDCs)—17% of all U.S. adults or 41 million people—are a subset of the larger Christian market. This powerful, rapidly emerging community spends $2 trillion annually and is distinct in the marketplace and culture. FDCs are driven by their biblically based worldview in daily purchasing decisions, including consumer and entertainment choices.
View the Faith Equality Index here: