Faith Equality Index Releases New Grocery, Bulk Retail Scores as Retailers Compete for Christmas Cash


77% of Faith Driven Consumers—spending $30 billion this Christmas—will switch brands based who is more compatible as the Faith Equality Index adds grocery and bulk retail chains including Walmart, Sam’s Club, BJ’s, Costco, Aldi, Trader Joe’s, Publix, Target, Wegmans, Kroger, Whole Foods, and Safeway 

(Raleigh, NC, December 1, 2015)—Faith Driven Consumer™ (FDC)—representing 41 million Americans who spend $2 trillion annually, has earned wide recognition for its groundbreaking 2016 Faith Equality Index (FEI), now scoring more than 360 major brands on compatibility with Faith Driven Consumers. The group has been widely profiled by leading media outlets covering both the FEI and its national #ChristmasBUYcott campaign, which is channeling $30 billion in spending toward the most faith-compatible brands. 

Today, FDC is releasing new scores for national grocery and bulk retail chains. 

“In the run up to Christmas, we have further accelerated our research efforts in response to high demand from the FDC community. Grocery and bulk retail chains are in especially high demand this time of year. And because our polling demonstrates FDCs will switch from their current brand to a more faith-compatible brand, this new information directly translates into higher sales for brands with better scores—affording them an edge in the race for Christmas consumer spending,” said Chris Stone, Certified Brand Strategist and founder of Faith Driven Consumer. offers a transparent tool to discover the degree to which these brands value Faith Driven Consumers. It also offers a contrast with scores these same brands have received from other groups routinely pursued by Corporate America. 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 FEI is the benchmark tool FDCs use to make consumer choices—through the lens of their biblical worldview. FDC also recently rolled out a brand new FEI Mobile App on the Apple and Android platforms to empower the FDC community to #ChristmasBUYcott on-the-go. 

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, 77% would switch to a more compatible brand, and 70% are actively seeking brands. The FEI establishes the standard by which Corporate America demonstrates its commitment to equality, specifically inclusion of the Faith Driven Consumer market segment. 

Grocery Ratings

  • Walmart: 51
  • Aldi: 47
  • Trader Joe’s: 40
  • Publix: 40
  • Target: 39
  • Wegmans: 35
  • Kroger: 29
  • Whole Foods: 24
  • Safeway: 24


Bulk Retail Ratings 

  • Sam’s Club: 51
  • BJ’s: 37
  • Costco: 23


View the Faith Equality Index here:


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 people of faith, who have the right to be celebrated as an essential color in the American rainbow of diversity. 

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