Christian consumers spend $2 trillion annually and a new market index is making it easier for them to choose brands that align with their biblical worldview.
The first annual Faith Equality Index (FEI) represents 41 million Christians and rates the faith compatibility of major brands in both the consumer and entertainment market.
"Like every community, Faith Driven Consumers (FDCs) expect to be welcomed by the companies they do business with and work for. FEI affords the marketplace a transparent tool to measure where brands stand," said Chris Stone, certified brand strategist and founder of Faith Driven Consumer.
The FEI annually rates, on a 100-point scale, how well brands acknowledge FDCs by welcoming, embracing, and celebrating them.
FEI is the only industry standard of its kind, and the study has ranked Chick-fil-A, Hobby Lobby and Walmart as some of the leading companies for faith equality.
Some of the brands that rank low on the list are Coca-Cola at 23, Outback Steakhouse at 23, and Starbucks at 27.
"We recognize that many brands still have a long way to go in welcoming, embracing, and celebrating Faith Driven Consumers at parity with their other diversity communities, and are diligently working with all brands as they seek to understand and embrace this key constituency," said Stone.
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