17% of all U.S. adults, or 41 million people, are a subset of the larger Christian market who spend $2 trillion annually. Faith Driven Consumers (FDCs) has announced the first annual Faith Equality Index (FEI) which rates the faith compatibility of major brands. FEI is the only industry benchmark to measure compatibility with Faith Driven Consumers.
The index rates on a 100-point scale how well brands acknowledge Faith Driven Consumers by welcoming, embracing, and celebrating them.
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.
Leading 2016 Companies
- Chick-fil-A: 63
- Hobby Lobby: 62
- Interstate Batteries: 61
- Tyson Foods: 60
- Cracker Barrel: 53
- Walmart: 51
- Thrivent Financial: 50
View the Faith Equality Index here.