Most Americans are familiar with the LGBT because of their vocal
advocacy against brands that don’t show inclusion to their values. Well, now
more Americans are going to know the FDC, Faith Driven Consumer, who is copying
the LGBT playbook to push and support companies that are anchored in Christian
values.
According to
Teaparty.org: A
willingness to use the word “Christmas” in seasonal advertising is just one of
many criteria the brand strategy firm Faith Driven Consumer employs as it rates
companies for its Faith Equality Index. The group looks to see how well
Christians are viewed “as an equally valued, welcomed and respected community
in the rich rainbow of diversity.”
According to FDC, 70 percent of faith-driven consumers are
unhappy with their current brand relationships, which they may find
disrespectful to their worldview. The firm’s ratings — inspired by the success
of similar efforts by LGBT groups and others — are designed to drive Christian
consumers to companies that support their values.
“It’s probably the most underserved and fluid market segment
currently present,” said Chris Stone, founder of FDC, which describes itself as
a consumer advocacy organization. “It’s rapidly emerging and economically
powerful but still relatively immature.”
According to a Big Crunch analysis, being high on the FDC list
means that a company is less likely to rank high on other indexes, like the
Corporate Equality Index issued by the Human Rights Campaign, a LGBT advocacy
group. But in terms of stock returns, Christian-friendly companies don’t do any
better or worse than the rest.
The most Christian-friendly brands in FDC’s Faith Equality Index
include companies like Chick-fil-A, Hobby Lobby and Cracker Barrel — all of
which have attracted some degree of media controversy for firmly planting their
flag in support of “traditional values.”
There are a little over 300 brands ranked by both groups — and
some belong to the same companies. On average, being in the top fourth of the
Christian FEI index means a company has a CEI score about 60 percent below
average, while a perfect score on the CEI puts a company about 5 percent below
the FEI average.
Starbucks, which generated headlines this year when the design
of its holiday cup failed to include classic Christmas imagery, is in the
middle of the pack.
Stone said that he wasn’t surprised the LGBT measure clashed
with the FEI — the two groups may have naturally opposing goals. Still, the FEI
was specifically designed to echo the successful marketing efforts of groups
like the HRC, he said.
“The LGBT market, in our opinion, has far and away done a better
job,” said Stone. “That market has been very active in applying advocacy
pressure, and companies are responding to it because they see it’s good for
business.”
It’s interesting to see the FDC learn from the success of the
LGBT. There is nothing wrong with standing up for something and promoting
others who believe the same. If it’s good enough for the LGBT, it’s good enough
for the FDC.
It will be interesting to see if the LGBT and other activist
organizations cry ‘foul’ as the FDC starts compiling successes.
What do you think? Leave a comment with your thoughts below.
http://liberty247.net/how-christians-are-using-the-gay-agenda-to-their-advantage/
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