According to American Insights, 93% of Faith Driven Consumers see value in a resource that allows them to easily identify the faith compatibility of brands, 86% are more likely to do business with a brand that welcomes them and acknowledges their values, and 70% are actively seeking faith-compatible brands.
Faith Equality Index ratings are based on publicly available information and corporate answers to the survey in four areas:
- public commitment to faith-driven consumers
- faith-compatible corporate actions
- equal application of equal protections
- corporate competency in the faith-driven consumer market segment (20 points)
Most Faith-Friendly Brands
The top scoring brands in this year’s index include:
- Chick-fil-A: 63
- Hobby Lobby: 62
- Interstate Batteries: 61
- Tyson Foods: 60
- Cracker Barrel: 53
- Walmart: 51
- Thrivent Financial: 50
Least Faith-Friendly Brands
The lowest scoring brands in this year’s index include:
- Bank of America 11
- Unilever 11 (Maker of Axe, Dove, Hellmans, Lipton, Ben & Jerry’s, Bryer’s, Vaseline, Klondike among others)
- DirecTV 14
- Expedia 15
- Nationwide 16
- Pfizer 16
- Microsoft 17
- AT&T 17
The group has also started an #AddUsIn campaign intended to build awareness and encourage more companies to become more faith-friendly.
Other organizations have already created rating systems that rate how environmentally friendly companies are and how friendly companies are to alternate lifestyles.
What do you think?
- Do you think this Faith Equity Index will affect your buying decisions or those of other people of faith? Why or why not?
- Do you think the Faith Equity Index will encourage companies to become more faith-friendly? Why or why not?