The organization Faith Driven Consumer has released a “Faith Equity Index” which rates companies and brands on a 100-point scale how faith-friendly they are.
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.
Read more about the Faith Equity Index here.
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?
Co-founder & CEO, OurChurch.Com
Paul has been the CEO of OurChurch.Com since its founding in 1996, combining his passion for faith and technology to lead the organization.
An accomplished writer, Paul has authored over 2,000 articles on faith and technology, featured on platforms like ChurchLeaders.com, The JoyFM, and his personal blog, LiveIntentionally.org.
Beyond his professional achievements, Paul serves as an elder at Journey Community Church and is deeply engaged in his community through his involvement with the Florida Sheriffs Youth Ranch and the Safety Harbor Chamber of Commerce. He is a contributing author of the book Outspoken! Conversations on Church Communication.