For more informed decisions…..
Faith Driven Consumer, a Christian organization that rates businesses and brands according to their embrace of Christians and their values, has launched a new campaign to allow shoppers to have a voice during the Christmas gift-buying season.
“ChristmasBUYcott.com builds on last week’s launch of the 2016 Faith Equality Index,” a press release announcing the campaign stated. “The Faith Equality Index annually rates, on a 100-point scale, how well brands acknowledge Faith Driven Consumers (FDCs) by welcoming, embracing, and celebrating them.”
The index ranks corporations and businesses on a scale from 0 to 100 on a wide range of “scorecard” issues, ranging from using the word “Christmas” in its advertising, to public support from legislative, judicial and/or regulatory protections for religious liberty and incorporating Christianity as a recognized category of corporate diversity.
“This index is the benchmark tool FDCs use to make consumer choices—through the lens of their biblical worldview,” the press release stated.
The ChristmasBUYcott.com website allows consumers to use the index to provide feedback to retailers and service providers through signing onto a petition and supporting the businesses that have high rankings.
Top rankings for each business sector – i.e., mega retail, airlines, pharmaceuticals, credit card companies, fast food, home improvement, etc. – are rated on the BUYcott website for the Christmas shopping season.
“A BUYcott offers our community a positive, proactive way to affect change, and we will absolutely use this opportunity to make progress toward our goal of achieving equality for Faith Driven Consumers,” FDC founder Chris Stone said in announcing the campaign and website.
Stone said each business that is ranked has been contacted about its ranking and is invited to offer feedback, and more are being added to the site on an ongoing basis.
To date the leading 2016 companies, according to FDC, are:
Hobby Lobby: 62
Interstate Batteries: 61
Tyson Foods: 60
Cracker Barrel: 53
Thrivent Financial: 50
“Faith Driven Consumers are one of the largest minority market segments in the U.S.,” Stone said. “Empowered with the Faith Equality Index, they represent an economic power block significant enough to create big winners in the marketplace.”
Stone noted that some 41 million Christians in the United States spend $2 trillion annually, and the index allows them to make informed purchases.