Faith Driven Consumers Are Willing to Change Their Buying Habits Based on a Brand’s Values

AUTHOR:

Chris Stone

Aug 15, 2015 10:19 AM


A Brand’s Compatibility With the Christian Worldview is a Key Decision Point for Faith Driven Consumers

Recently, we unveiled the latest round of research demonstrating that Faith Driven Consumers are more likely to engage with brands that respect their values. Today, we delve into several data points that show specific examples of how Faith Driven Consumers are eager to change their purchasing decisions based on a brand’s faith compatibility.

These findings are drawn from a comprehensive new national survey conducted by research firm American Insights that quantifies and qualifies Faith Driven Consumers, a powerful and rapidly emerging subset of the Christian market that represents 41 million U.S. adults and $2 trillion in annual buying power. Faith Driven Consumers tend to make purchasing decisions based on a biblical worldview; this demographic represents a key opportunity for brands that are willing to attract them. 

Our latest findings show:

  • 82% of Faith Driven Consumers are much more likely to shop with companies that promote Christian-compatible values, compared to 51% of Christians overall. 47% of Faith Driven Consumers are very much more likely, compared to 19% of Christians overall.
  • 78% of Faith Driven Consumers would be likely to shift purchasing behavior based on a different brands’ compatibility with their Christian worldview, and 56% of Christians overall would be likely to do the same.
  • 77% of Faith Driven Consumers would switch their shopping from a company not compatible with their Christian worldview to a company that is—if all other factors were equal. 51% of Christians overall would do the same.
  • 75% of Faith Driven Consumers are likely to choose a brand based on its compatibility with a Christian worldview. 43% of Christians overall are.
  • 70% of Faith Driven Consumers actively seek brands and businesses that acknowledge, welcome, and provide for them as Christians, compared to 38% of Christians overall. 36% of Faith Driven Consumers very actively seek such brands, compared to 13% of Christians overall.
  • 67% of Faith Driven Consumers encourage their friends to shop at stores with strong Christian values compared to 33% of Christians overall.
  • 65% of Faith Driven Consumers seek to find out if brands are compatible with their Christian worldview, and 72% say they usually have a good sense of whether or not brands are compatible. By comparison, 34% of Christians overall look for compatible brands, and 44% believe they have a good sense of whether or not brands are compatible.
  • 59% of Faith Driven Consumers avoid companies that are not compatible with their Christian worldview. 32% of Christians overall behave the same way.

 

Clearly, Faith Driven Consumers overwhelmingly seek brands that are compatible with their values. A significant percentage also are eager to encourage their friends to purchase faith-compatible brands and, importantly, are willing to take their business elsewhere if a brand or company doesn’t respect their values.