Faith Driven Consumers: A Segment We Can No Longer Ignore


Dec 16, 2016 5:00 PM

The Wall Street Journal reports that “in the wake of Donald Trump’s election as U.S. president with a wave of support from middle American voters, advertisers are reflecting on whether they are out of touch with the same people.”

November’s monumental election results sent shockwaves across all realms of business and culture. Many myopic views of America have been upended as under-appreciated communities have been starkly illuminated. 

Have your eyes been opened to missed opportunities?

This comes as total-market communications are too often being used as a means of cutting costs rather than as a strategy for truly engaging multicultural audiences.

Joe Tripodi, chief marketing officer of Subway, said “This election is a seminal moment for marketers to step back and understand what is in people’s heads and what actually drives consumer choice.”

In Faith Driven Global/American Insights’ extensive research on Christians in the marketplace, we discovered that there are 41 million Americans whose faith drives their consumer choice. We call this segment – 17% of the adult population which spends an estimated $2 trillion annually – Faith Driven Consumers (FDCs).

Do you know these 41 million consumers?

As Christian belief and behavior - once predominate in America - has diminished,  this core Christian sub-segment (FDCs) has emerged in the marketplace.

Faith Driven Consumers proactively live out their faith in every aspect of their lives. This includes the many decisions they make on a daily basis, such as where they shop, what they buy, where they work, and the entertainment they choose to enjoy.

Three-quarters (73%) of Faith Driven Consumers feel that they have different consumer needs than the market at large, and 89% would like to see the marketplace do more to acknowledge, welcome and provide for them as Christians.

Seven-in-ten FDCs (70%) actively seek brands that acknowledge and welcome them, while 86% are more likely to do business with a brand that welcomes them more than its competitors.

Are you positioned to benefit from the migration?

Faith Driven Consumers use our Faith Equality Index ratings to assess the relative faith-compatibility of brands, and 77% of FDCs will switch their shopping from a less compatible company to a more compatible alternative.

Do you know how your company stacks up against your competitors?

The ideals of diversity and inclusion are rightly en vogue. Make sure your company is not unintentionally excluding 41 million Faith Driven Consumers in your multicultural workplace and marketing efforts.

FDCs are watching and actively seeking to reward brands who reach out to welcome them.

Are you ready to establish a meaningful competitive advantage?

Faith Driven Global will help you understand and engage this rapidly emerging and economically powerful market segment.

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