Gallup findings consistent with data on $2 trillion Faith Driven Consumer segment
Religion is alive and well in America.
New data released by Gallup in February shows that 40 percent of Americans in 2012 classified themselves as very religious. For this group, religion was an important part of daily life and they attended religious services every week or almost every week. Additionally, 29 percent of those surveyed self-identified as moderately religious—meaning that about seven in ten Americans consider themselves to be moderately to very religious.
Gallup’s state-by-state results were “based on more than 348,000 interviews conducted as part of Gallup Daily tracking in 2012, including more than 1,000 interviews conducted in all but two states and the District of Columbia.”
Geographically, the South/Southeast remains the moral and religious epicenter of the United States. Eight of the ten most religious states are located in this region, with Utah and Oklahoma rounding out the top ten.
These data show that America remains a nation grounded in faith. And the Gallup findings are consistent with primary research conducted by Faith Driven Consumer, which found that 71 percent of Americans broadly self-identify as Christian – with 61 percent falling into the “practicing” category and the remaining ten percent falling into the “non-practicing” category.
Deeper drilling into the 61 percent of Americans who are practicing Christians reveals a highly distinct subset of 17 percent of the U.S. adult population that can be defined as “faith driven” – more than 41 million consumers. Like Gallup, our research also shows that these Faith Driven Consumers are most heavily concentrated in the South and Southeast.
For brands that understand the importance of market segmentation and the value of welcoming previously overlooked consumers into the rainbow of diversity, this Gallup survey reinforces our research into the existence of a distinct population of consumers who make their purchasing decisions based on a biblical worldview—Faith Driven Consumers.
These Faith Driven Consumers spend $2 trillion annually and actively seek faith-compatible brands that include them in their marketing segmentation efforts. And they respond to highly differentiated messaging than that directed to the broader Christian market and are willing to pay a premium with retailers that respect them and their Christian values and beliefs.
Perhaps most importantly: this largely untapped, newly emerging and economically powerful Faith Driven Consumer segment is here to stay. As the Gallup survey showed, the number of very religious Americans did not decrease since the last time the poll was conducted.
Brands that show respect for this powerful market segment have the chance to gain a huge advantage over their competition.