For Faith Driven Consumers, the secular is also sacred
As retailers know, properly identifying and researching a desired market at the beginning of a campaign is the key to ensuring success in reaching the target group.
Here in the market research phase, many companies learn answers to the superficial “What?” and “How?” questions surrounding the consumer group. They learn what members of a given group want and need from a relationship with a retailer—and how best to go about engaging them.
However, answers to the “What-How” questions can take brands only so far. In order to successfully integrate long-term with a particular group, retailers must understand the answer to the motivational question “Why?” Why does this group behave in certain ways? What drives them to spend money with one brand over another?
To get to this deeper “Why?” level, retailers must understand the worldview that drives – and animates – members of the group. As defined by John Marshall Roberts in Igniting Inspiration: A Persuasion Manual for Visionaries (2008), worldview is:
“A specific habitual way of thinking that drives day to day behaviors and which dramatically influences the way a person perceives marketing and communications.”
Through a deeper understanding of a consumer group’s worldview, brands will know the core drivers of a person’s spending and buying habits – enabling them to tap into a frame of reference with marketing messages that resonate more effectively. Roberts says this knowledge carries “great power for creating communications that can transform feel-good notions into measurable behaviors”—buying your product.
Faith Driven Consumers and worldview
Comprised of 41 million consumers and representing 17 percent of the U.S. adult population, members of the rapidly emerging and highly differentiated Faith Driven Consumer group spend $2 trillion annually and are actively seeking brands compatible with their worldview and values.
Unlike most consumers – including those in the broader Christian market—Faith Driven Consumers are animated by a deeply held biblical worldview that sees little or no separation between the secular and the sacred in their daily life decisions.
For Faith Driven Consumers, everything they do – including their spending decisions – is a matter of stewarding their resources in ways that best bring honor to God. These faith convictions form the basis for their worldview and drive their loyalty toward those brands that behave in ways that they find to be faith-compatible.
With the increasingly franchised and economically powerful Faith Driven Consumer audience, retailers who want to reach them must understand not only “What?,” “How?,” and “Why?,” but also the “Who- behind-the-“Why?” – Jesus.
Here, it’s a personal relationship with Jesus that forms the biblical worldview, fuels the motivations and produces the spending behavior of Faith Driven Consumers who see little distinction between the secular and sacred arenas of their lives – and respond differently from the broader market of self-identified Christians to marketing messaging.
Knowing that there is a “Who?” behind the “Why?” will help your brand successfully navigate the “What?” and “How?” of the marketing integration process.
Is your company ready to have a deep understanding of this consumer group that represents one-out-of-every-seven Americans? Are you ready to create marketing messages that resonate with the worldview of Faith Driven Consumers and not only effectively reach them, but also reap bottom-line benefits?