Faith Equality Index Releases New Scores for Brands Selling Christmas Toys, Candy, Sporting Gear, and Baby Goods


Cabela’s; Academy Sports; Dick’s Sporting Goods; Bass Pro Shop; REI; The Sports Authority; Toys“R”Us; Walmart; Target; Babies“R”Us; Bed, Bath & Beyond; Buy Buy Baby; Hershey’s, See’s Candies; and Russell Stover all added to the 2016 Faith Equality Index due to demand from Faith Driven Consumers

(Raleigh, NC, December 15, 2015)—Faith Driven Consumer™ (FDC)—representing 41 million Americans who spend $2 trillion annually, has earned wide recognition for its groundbreaking (FEI), now scoring more than 400 major brands for compatibility with Faith Driven Consumers. FDC’s national #ChristmasBUYcott campaign, actively channeling $30 billion in 2015 Christmas spending toward the most faith-compatible brands, enters a new phase today with the FEI release of new categories for toys, candy, sporting gear, and baby goods.

“We’re getting requests every day from Faith Driven Consumers, asking us to add categories—further empowering them to BUYcott specific brands this Christmas.  Our team is working overtime to meet the significant demand,” said Chris Stone, Certified Brand Strategist and founder of Faith Driven Consumer. “Today’s new scores focus on the brands where families  buy gifts for their children and grandchildren this Christmas. As they make purchasing decisions based on our enhanced Faith Equality Index, Faith Driven Consumers continue to prove they are good for business.”

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

Toy Store Ratings:  

  • Walmart:  51
  • Toys“R”Us:  45
  • Target:  39


Sporting Gear Ratings:  

  • Cabela’s:  46
  • Academy Sports:  46
  • Dick’s Sporting Goods:  42
  • Bass Pro Shop:  40
  • Sports Authority:  25
  • REI:  22


Baby Goods Ratings:  

  • Walmart:  51
  • Babies“R”Us:  45
  • Buy Buy Baby:  44
  • Target:  39


Candy Brand Ratings:  

  • Russell Stover:  38
  • See’s Candies:  37
  • Hershey’s:  36


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% will switch from their current to a more faith- compatible brand, and 70% are actively seeking such brands. 


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.

Be the first to comment

Please check your e-mail for a link to activate your account.