2015: The Year of the BUYcott


The successful launch of the Faith Equality Index—empowering 41 million U.S. consumers who spend $2 trillion annually to shop with brands that welcome them—underscores the transformative nature of the BUYcott as an innovative strategy to effect positive change 

(Raleigh, NC, December 8, 2015)—Faith Driven Consumer™ (FDC)—representing 41 million Americans who spend $2 trillion annually, has earned wide recognition for its groundbreaking FaithEqualityIndex.com, now scoring more than 400 major brands for compatibility with Faith Driven Consumers. FDC’s national #ChristmasBUYcott campaign, actively channeling $30 billion in U.S. spending toward the most faith-compatible brands, is transforming the way the faith community, and other groups, organize to effect positive change. 

“For years, diverse interest groups have organized boycotts attempting to affect organizations and companies—reshaping their behavior to better match the group’s own values. Boycotts have a negative spirit and have proven largely ineffective. Alternatively, BUYcotts—actively supporting, and rewarding, those who align with a community’s values—are inherently positive and more effective,” said Chris Stone, Certified Brand Strategist and founder of Faith Driven Consumer. “That’s why 2015 should be remembered as the Year of the BUYcott. It marks the beginning of an era when Faith Driven Consumers, and other communities, are advocating for change by leveraging the BUYcott. We’re encouraged to see the progress brands have already made—becoming more welcoming to Faith Driven Consumers. And we are confident that the BUYcott will continue to create a more diverse and inclusive America—adding in Faith Driven Consumers.”

The Faith Equality Index rates, on a 100-point scale, how well brands acknowledge Faith Driven Consumers (FDCs) by welcoming, embracing, and celebrating them, and is the yardstick FDCs use to make consumer choices—through the lens of their biblical worldview. 

Polling Data Reinforces the BUYcott:

  • 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
  • 77% will switch from their current to a more faith-compatible brand
  • 70% are actively seeking such brands 


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About Faith Driven Consumer

Faith Driven Consumer (FDC) is working to achieve marketplace and workplace equality for 41 million consumers who spend two trillion dollars annually. FDC envisions a world where inclusion is extended with parity to Faith Driven Consumers, who have the right to be celebrated as an essential color in the American rainbow of diversity.

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