Faith Driven Consumers: A Segment We Can No Longer Ignore

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. 

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Companies Wrestle Each Other to Reach the LBGT Market, But What About Christians?

A smack down recently took place in Seattle between Alaska Airlines and Delta—but it wasn’t over competitive summer airfares or access to lucrative travel routes.

No, it was over which company’s employees had the right to march in Seattle’s upcoming gay pride parade. 

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Either Diversity Applies to All, Or Stop Calling It Diversity

Leading liberal columnist calls out liberal intolerance of Christians and conservatives

An unusual thing happened last week. Leading liberal columnist Nicholas Kristof said what we here at Faith Driven Consumer have been saying to Corporate America for a long time—tolerance and diversity must be truly inclusive or it diminishes us all.  

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New Research from Duke and Harvard Supports Benefit of CEOs Standing for Faith Driven Consumers

A compelling new study conducted by researchers at Duke’s Fuqua School of Business and Harvard Business School adds data indicating that CEOs can not only build brand affinity with a defined customer segment but can also increase their company’s bottom line by speaking out on issues unrelated to their core business but that personally matter to those consumers.

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Boycott vs. ‘Buycott’—Which Do Faith Driven Consumers Prefer?

New data show that Faith Driven Consumers want positive and constructive engagement—a ‘buycott’—with brands that reflect their values over the negativity of boycotting brands that are not faith-compatible.

Even as experts continue to debate their effectiveness, consumer boycotts are relatively common in our American culture that places a high value the expression of individual and community viewpoints. If nothing else, boycotts are often successful at grabbing headlines. 

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Faith Driven Consumers Believe Other Market Niches Are More Readily Welcomed By Brands

In the always-competitive world of business, brands increasingly are turning to niche marketing—tailoring messaging to specific subsets of the population—to gain an edge. Popular target markets span the range from smaller subsets such as racial minorities and the LGBT community, to large demographics such as seniors and married mothers with children.

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