Leonard Goenaga

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  • I've signed @FaithConsumer's national #ChristmasBUYcott petition. Have you? #Christmas http://christmasbuycott.com

    #AddUsIn Petition to Corporate America

    GOAL: 154 signatures

    Dear Corporate Leader,

    One of America’s greatest strengths is its diversity.  And in an American marketplace that celebrates diversity and inclusion, Faith Driven Consumer’s ground-breaking new Faith Equality Index™ offers your brand the unprecedented opportunity to add Faith Driven Consumers as the next color in your rainbow.  Faith Driven Consumers are a two trillion dollar market segment comprised of 41 million Americans—17% of the U.S. adult population.   

    At this point we know that your brand has not specifically prioritized a relationship with Faith Driven Consumers as most companies have done with other specified communities.  As a Faith Driven Consumer, I am asking your brand to #AddUsIn—demonstrate your commitment to full application of equality and inclusion by welcoming and celebrating me and my community on equal footing with the other groups you acknowledge and embrace.

    By signing this petition, I am joining a national movement of Faith Driven Consumers who have pledged to support brands that score better than their competitors on the Faith Equality Index. Together, we are asking your brand to take specific, public, ongoing steps to welcome Faith Driven Consumers into your rainbow of diversity and improve your company’s Faith Equality Index score.  

    While other indexes help consumers understand how brands rate with the Hispanic, African-American, LGBT, disabled, and other communities, the Faith Equality Index is the first resource focused on representing my values—those of the underserved Faith Driven Consumer market. 

    I ask that your brand publicly acknowledge Faith Driven Consumers—state that we are welcome and take public steps to engage our community on par with your other valued and respected communities.  I look forward to the day when your brand is recognized as one of the “Best Places to Shop and Work for Faith Equality and Inclusion.” And I pledge to demonstrate my appreciation by supporting brands that achieve this distinction.


    A Faith Driven Consumer 

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  • FEI Overview

    Faith Driven Consumer™ Faith Equality Index (FEI)

    Rating American Brands on Equality for Faith Driven Consumers and Employees 

    One of the greatest strengths of the American marketplace is its diversity. We are a unique blend of people whose identities have been woven together into a rich and beautiful tapestry that is the envy of the world, reflected in our motto, E pluribus unum—out of many, one.

    It is in this context of America’s highly pluralistic culture and economy that Faith Driven Consumer has developed its Faith Equality Index (FEI). We have established the standard by which Corporate America demonstrates its commitment to full inclusion of the Faith Driven Consumer market segment as an equally valued, welcomed and respected community in the rich rainbow of diversity. The FEI rates and encourages the equal application of equal protections for all groups and measures a company’s commitment and actions in order to create parity, at minimum, between Faith Driven Consumers and other groups that are embraced in the rainbow of employment, philanthropy, and marketing diversity.

    Faith Driven Consumers are Christians who proactively live out their faith throughout their life – including where they shop, what they buy and the entertainment choices they make. Faith Driven Consumers make daily decisions in the context of their biblical worldview and view their choices through that lens as a matter of stewardship. As Corporate America embraces this opportunity to better serve Faith Driven Consumers—a rapidly emerging and economically powerful community that numbers 41 million Americans and spends $2 trillion annually, everyone will benefit. Companies that score a minimum of 50 points and are in the top 10% overall are recognized as “Best Places to Shop and Work for Faith Equality and Inclusion” and are welcome to use this distinction in their marketing and recruitment efforts. Brands that have responded to the community saying "We Welcome You" are featured as preferred brands of Faith Driven Consumers.


      • 86% of Faith Driven Consumers are more likely to do business with a brand that welcomes them and acknowledges their values, and 70% are actively seeking faith compatible brands. 93% of FDCs see value in a resource like the FEI that allows them to easily identify the faith compatibility of brands. (Faithnomics research by American Insights)
      • Ratings are based on company performance against the FEI Scorecard as deeply researched by our team using publicly available information and are thus preliminary pending direct input from the company itself, unless noted as Brand Certified.
      • Companies received the Faith Equality Index Survey and were also contacted by phone inviting them to partner with Faith Driven Consumer to ensure the accuracy of their score. There is no cost to submit the FEI Survey.
      • Companies were selected for inclusion in the inaugural Faith Equality Index based on their size, marketing, competitive landscape and focus on diversity.
      • Public diversity statements from each brand are included if available. 
      • Diversity ratings by other organizations are included for comparison.
      • Brands in categories such as Consumer Goods and Food are rated based on their respective parent company. Diversity statements and comparative ratings are also drawn from the parent companies.
      • See all rated brands in one 2016 FEI Report listed by score, category and name.
      • Find additional answers to Frequently Asked Questions on our blog.




    Best Places to Shop and Work for Faith Equality and Inclusion. Score in Top 10% of all brands.


    Best score in category.


    Brand Certified Score. Company completed FEI Survey to ensure accuracy of score.


    Company stated that it welcomes, embraces and celebrates Faith Driven Consumers.


    FEI SCORECARD: 100 points


    Public Commitment to Faith Driven Consumers

    30 points

    Actions that demonstrate a company-wide public commitment to the Faith Driven Consumer community, including:
    • Initiate and maintain a specific welcoming campaign communicating respect for, genuine welcome and celebration of Faith Driven Consumers and employees – 5 points
    • Ongoing engagement of and outreach to the Faith Driven Consumer market segment including faith-compatible, wholesome advertising and marketing campaigns (e.g. faith-driven content, faith-driven media or sponsorship of faith-driven events) – 10 points
    • Use of the word “Christmas” in seasonal advertising – 5 points 
    • Philanthropic support of biblically orthodox faith-driven organization(s) or event(s) (e.g. financial, in-kind or pro bono support) – 5 points
    • Proactive public support for legislative, regulatory, and/or judicial protections for religious liberty including freedom of speech, association and expression – 5 points



    Faith-Compatible Corporate Actions

    30 points

    Actions that demonstrate an acknowledgement of, respect for and compatibility with biblically orthodox teachings on core issues of importance to Faith Driven Consumers, including:
    • Respect for, acknowledgment of, and compatibility with a comprehensive pro-life view on abortion, embryonic stem cell research and euthanasia – either by supporting these positions publicly, financially or with in-kind resources equal, at minimum, to support given alternative positions, or remaining silent and neutral on these issues – 10 points
    • Respect for, acknowledgement of, and compatibility with biblical teaching on sexuality, gender, marriage and family – either by supporting these positions publicly, financially or with in-kind resources equal, at minimum, to support given alternative positions, or remaining silent and neutral on these issues – 10 points
    • Promote or support wholesome images in marketing and culture while refraining from the promotion or support of pornography, sexual immorality or the sexual exploitation of individuals, as viewed through a biblical lens – 10 points



    Equal Application of Equal Protections

    20 points

    Actions that create a safe harbor inclusive of religious freedom and practice in the marketplace and workplace, including:
    • NDP – A workplace Non-Discrimination Policy that includes explicit, enumerated protections for Faith Driven Consumers/employees – 5 points
    • ERG – Offers an employer-sponsored Employee Resource Group for faith-driven employees – 10 points
    • EAEP – An Equal Application of Equal Protection statement specifying that all enumerated groups are protected equally in practice with every other enumerated group – 5 points



    Corporate Competency in the Faith Driven Consumer Market Segment

    20 points

    Actions that demonstrate respect for, genuine welcome and celebration of Faith Driven Consumers as well as their biblically orthodox values and worldview, including:
    • Faith/religious identity and expression as a recognized category in the corporate diversity position—stating that Faith Driven Consumers as well as faith-driven employees, suppliers and partners are welcomed and celebrated as a respected community into the company’s rainbow of diversity – 5 points 
    • Targeted recruiting efforts for both faith-driven employees and suppliers – 5 points
    • Faith-inclusive employee training, resources and accountability measures that include (10 points total):
      • New hire training that clearly articulates a nondiscrimination policy including faith/religious identity and expression, and provides definitions or scenarios illustrating the policy for each – 2 points
      • Training for supervisors that includes faith/religious identity and expression, and provides definitions or scenarios illustrating the policy for each – 2 points
      • Professional development covering topics of diversity includes faith/religious identity and expression (e.g. skills-based or other leadership training including elements of faith-based diversity and/or cultural competency) – 2 points
      • Senior management/executive performance measures of their respective diversity and inclusion efforts also include faith/religious identity and expression – 2 points
      • Optional questions on faith/religious identity on employee data or survey forms that include other demographic questions such as race, gender or sexual orientation – 2 points



  • Will You Add Us In?


    Dear Public,

    We are disappointed by the misleading and inflammatory nature of many people’s comments in reaction to recent events surrounding Indiana’s religious freedom law. Such language presents an obstacle to the important issue of achieving equality in our culture and in the marketplace. Our multicultural and pluralistic society highly values diversity, and extols respect and tolerance, even for those who hold differing viewpoints. As a nation, we must progress toward a solution that works for everyone. 

    As Christians, Faith Driven Consumers and faith-friendly business owners, God calls us to love everyone. We are not called to embrace all beliefs or actions, especially those in conflict with our values and convictions. We love our fellow citizens without reservation, even when, as Christian business owners, we decline to participate in the celebration of activities that violate our deeply held religious beliefs and conscience.  And, we should have the freedom to do so without fear of prosecution and persecution—just like those who currently enjoy such protections are able to opt out of Christian activities.

    Our goal is not exclusion, but rather inclusion. We seek to build a culture where everyone is afforded a safe place in the marketplace. Corporate America has led the charge demanding equality for our LGBT citizens—expanding the definition of diversity to many groups in recent years. We now call upon them, alongside our elected leaders, to seize this incredible opportunity to advocate for a new paradigm of equality. By pursuing equal protections for everyone—respecting that those with differing viewpoints can coexist while retaining the right to exercise and express their convictions—we can create an environment where the needs of all consumers are met. Everyone deserves to be treated with fairness and dignity, including people of faith.

    And as Christians, Faith Driven Consumers and faith-friendly business owners, we object to the intolerance directed toward us by politicians, celebrities, and companies such as Apple's Tim Cook, Angie's List's Bill Oesterie, Seattle Mayor Ed Murray, and others. Our religious freedom shouldn't stop the moment we become business owners. For these reasons, we stand with states that protect our religious freedoms, and ask that consumers and owners alike acknowledge that now is the time for Faith Driven Consumers to be fairly added to the marketplace's rich rainbow of diversity.


    Faith Friendly Business Owners

    PS: In addition to our signatures, we plan on placing our Faith Driven Consumer Plus Sign #AddUsIn stickers on our cars and businesses as a way of identifying ourselves as faith-friendly business owners and welcoming Faith Driven Consumers.


    By signing below, you will receive a free Faith Driven Consumer sticker. Place it on your car or business and let the public know that you welcome the 41 million Christian consumers who spend $2 trillion annually in the marketplace. Don't forget to take a photo of your sticker placement and share it on Twitter: #AddUsIn and @FaithConsumer



  • #ExtinguishIntolerance

    GOAL: 555 signatures

    Mayor Reed,

    The First Amendment protects freedom of speech and religion for all Americans, regardless of belief, and you have publicly advocated for making Atlanta “a more welcoming city for all of her citizens, regardless of their sexual orientation, gender, race, and religious beliefs.” In light of this, your decision to terminate Atlanta's distinguished Fire Chief, Kelvin Cochran — a public servant with more than three decades of experience who has served President Obama as U.S. Fire Administrator and was unanimously confirmed as Atlanta’s fire chief —constitutes the absolute height of hypocrisy. 

    Chief Cochran, exercising his legally protected rights, expressed his religious convictions in his recent book. He even cleared its contents with your own Ethics Office Director. Despite this, you chose to fire him simply because you disagree with his religious beliefs. This action is not only un-American, it constitutes intolerance, bigotry, and discrimination.

    We live in a rich, diverse society. A society with differing viewpoints and beliefs, a society of open discourse in which tolerance and inclusion makes it possible for us to disagree with respect. We also live in a society that values equality, including the notion that everyone has the right to publicly express deeply held beliefs without fear of persecution or reprisal. People of faith – who are a significant part of America’s rich rainbow of diversity – share the same fundamental rights as all other groups.

    Chief Cochran and the citizens of Atlanta should all have the right to equal application of equal protections under the law. If one group is protected for its beliefs, all groups must be protected.

    By signing this petition, I join my fellow citizens in a united call for tolerance, fairness, and equality for all.

    I am asking you to: 

    1. Immediately reinstate Chief Cochran.
    2. Apologize for your unjust actions against Chief Cochran.  
    3. Ensure that no person of faith in Atlanta will be singled out by your administration simply due to the expression of their religious convictions.


    As we prepare to celebrate Martin Luther King Day, a holiday honoring an Atlanta native who bravely stood for equality and civil rights, I call on you to respect and honor his legacy. As Dr. King famously said, “Injustice anywhere is a threat to justice everywhere.” 

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  • PRESS RELEASE: Faith Driven Consumer Applauds Paramount’s Signing of SON OF GOD Producers to BEN HUR

    Faith Driven Consumer Applauds Paramount’s Signing of SON OF GOD Producers to BEN HUR 

    By signing Mark Burnett and Roma Downey to its BEN HUR project, Paramount signals it will not repeat the mistakes of NOAH in creating products for the Faith Driven Consumer audience

    (Raleigh, NC – April 25, 2014) —  Faith Driven Consumer™ — the group behind the IStandWithPhil.com movement that played a leading role in Phil Robertson’s return to Duck Dynasty, the successful #OpenZilla campaign for tolerance and inclusion at Mozilla, and the ongoing Year of The Bible Movie initiative tracking the commercial viability of major Hollywood films courting faith audiences — continues to advocate for increased entertainment options in the marketplace for 46 million Faith Driven Consumers who spend $1.75 trillion annually. The organization’s Faith-friendly Film Reviews, which use five criteria to measure the compatibility of entertainment products for Faith Driven Consumer audiences, are serving as a key box office performance indicator. 

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  • Contact Us

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    Feel free to contact us with any questions you may have about Faith Driven Consumer. We look forward to hearing from you and will respond to you in a timely manner. Please subscribe to our News & Updates by filling in your information on the bottom of the screen.

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  • #IStandWithHobbyLobby


    Victory!  Today, for the first time ever, the Supreme Court of the United States confirmed that profit-seeking corporations can hold a religious view under federal law.  The landmark 5-4 ruling favors Christian-owned companies Hobby Lobby and Conestoga Wood.

    In the ongoing battle for religious freedom in America, this is a huge victory for Christians who seek to steward their lives and businesses in accordance with their deeply held convictions and biblical worldview.

    While the context for this ruling was set within the onerous Obamacare mandate requiring companies to offer abortion-inducing drugs in their employee health plans, the implications for this ruling have much broader religious liberty implications for you and me and the companies that we support as Faith Driven Consumers.

    Let’s take a moment now to thank the brave and bold leadership of both Hobby Lobby and Conestoga Wood for standing on their faith and defending our constitutionally guaranteed religious liberty—pushing this case all the way to the Supreme Court. 

    Sign below to add your personal thank you to the letter we will deliver to Hobby Lobby and Conestoga Wood on behalf of Faith Driven Consumers nationwide. 

    Thank you for recognizing Hobby Lobby and Conestoga Wood who stood up for our First Amendment freedom of religious liberty. When we come together as Faith Driven Consumers and make our voices heard, we positively change a culture that’s becoming increasingly hostile to our right to hold and express biblical faith and values.


    Chris Stone
    Faith Driven Consumer




    GOAL: 1,731 signatures

    2nd Update, May 16, 2014 – Following a swift and unified outcry by Faith Driven Consumers and fair-minded Americans across the nation, SunTrust today reversed its earlier decision to drop the Benham brothers – citing respect for the fundamental constitutional rights of all Americans. Faith Driven Consumer is grateful to all who collectively raised their voices against religious viewpoint discrimination in a united call for tolerance, fairness, and equality for all Americans. This also applies to those who hold to a biblical worldview, which includes respect for life and natural marriage.

    UPDATED May 16, 2014 — Following HGTV’s decision last week to cancel the Benham brothers’ television show, SunTrust Banks has taken the highly unusual step of pulling all of its listed properties with the Benham Real Estate Group—and its franchises spread across four states—apparently based on the brothers’ biblical faith and worldview. By taking this discriminatory action, SunTrust has demonstrated its intolerance toward those who hold biblically  based views and chosen to exclude Faith Driven Consumers from its rainbow of diversity.

    Send a message to SunTrust and other companies that it’s NOT OK to discriminate based on religion and deeply held faith convictions by signing our petition at the bottom of the page and continuing to speak out.  Together, we can send a powerful message to corporate America that Christians should be welcomed and respected equally alongside other groups in America.


    Dear HGTV and Scripps Networks Interactive,

    I am writing regarding your network's intolerant and discriminatory decision to cancel “Flip It Forward” from HGTV's fall 2014 lineup because of the pro-life and pro-natural marriage faith-driven beliefs of stars David and Jason Benham.

    The views that the Benhams' have publicly expressed reflect a biblical view of life, sexuality, marriage, and family that have stood the test of time for thousands of years and continue to be held by the majority of Americans and your viewers  – including those in HGTV’s home market of Knoxville, Tennessee.

    HGTV’s decision to exclude those who hold to a faith-based viewpoint held by 46 million Faith Driven Consumers who spend $1.75 trillion annually has no place in America’s inclusive rainbow of diversity.

    And this decision contradicts HGTV’s stated core values of integrity and diversity, which emphasize “having a strong moral compass which points to character, honesty, ethical practice and accountability” and hold that all are included in the “broad canvas of interests, backgrounds, lifestyles and ethnicities.”

    While some members of the pro-choice and LGBT communities may not agree with the biblical view on these particular issues, the notion that free-thinking Americans should be discriminated against simply for expressing a perspective that is in conflict with another is patently un-American and flies in the face of true tolerance and inclusiveness.

    As a Faith Driven Consumer, I ask that you reverse your decision and reinstate "Flip It Forward” immediately out of respect for the millions of Americans who share the faith-driven worldview of its hosts.


    John Q. Public


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  • #OpenZilla


    GOAL: 299 signatures

    Dear Faith Driven Consumer,

    We need your help to #OpenZilla.

    You’ve probably heard about Mozilla’s recent intolerance toward people with a biblical view of marriage. Last week – following a firestorm of protest from gay activists – the tech company known for its internet browser Firefox compelled its new CEO to step down simply because he, as a private citizen, contributed $1,000 to California’s pro-marriage Proposition 8 campaign…six years ago.

    According to pro-gay advocates, it’s theoretically acceptable for companies like Mozilla to hire Christians as long as they are never permitted to assume leadership roles. The same people who claim to support equal treatment for everyone want to deny access to employment opportunities based on personal convictions – in effect a new “glass ceiling” for a faith-driven worldview. 

    Faith Driven Consumer reached out to Mozilla to clarify what their policy is toward faith-driven employees, asking them to respond to three specific questions:

    1. Will faith-driven employees be discriminated against and forced into the closet for their personal views on marriage?
    2. Is there a “pro gay marriage” litmus test for working at Mozilla?
    3. Will the next CEO be required to openly express support for gay marriage as a condition for being hired?

    While we wait to hear back, let’s make sure they HEAR from YOU.

    By signing up for the #OpenZilla campaign, you can encourage Mozilla to tell us whether a company that prides itself on pioneering open source solutions will deny access to people of faith.

    Taking action as a Faith Driven Consumer is easy! Simply click on the buttons below to tell and tweet Mozilla the message that true tolerance welcomes and respects the biblical worldview.

    #OpenZilla – now is the time for Faith Driven Consumers to stand up to corporate intolerance and bullying and ask that Mozilla open itself up to true equality for all.

    Chris Stone

    Faith Driven Consumer


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    GOAL: 8,552 signatures


    Dear A&E Network,

    I am writing to you regarding your network's intolerant, discriminatory, and punitive treatment of Mr. Phil Robertson, star of A&E's #1 hit show, Duck Dynasty.

    Mr. Robertson’s comments in GQ Magazine are simply reflective of a Biblical view of sexuality, marriage, and family – a view that has stood the test of time for thousands of years and continues to be held by the majority of Americans and today’s world as a whole.

    Many members of the LGBT community may not agree with this view, but the notion that a free-thinking American should be discriminated against simply for expressing a perspective that is in conflict with another is patently un-American and flies in the face of true tolerance and civility. A&E's position, which in your own words is “championing” the gay and lesbian community — which I believe you have the freedom to do — excludes the views of Faith Driven Consumers and effectively censors a legitimate viewpoint held by the majority of Americans.

    As a Faith Driven Consumer, I am signing this petition to demand that my views be treated with equality and respect in America’s rich rainbow of diversity.

    I am asking your network to immediately reinstate Mr. Robertson to Duck Dynasty, and to formally apologize to him, his family, and the millions of viewers who tune in every week, stand by him, and share his worldview. While the LGBT community may be offended by his opposing viewpoint, your rash, discriminatory, and unfair treatment toward Mr. Robertson — a recognized symbol of the faith community — is a slap in the face to Faith Driven Consumers and everyday Americans alike.

    There are 46 million Faith Driven Consumers in America today who spend 1.75 trillion dollars annually. Should you refuse to equally respect and welcome our legitimately held views, we will gladly stop watching this and all other A&E programming and turn to any reformulation of Duck Dynasty on another network – while simultaneously supporting brands that stand with the show and the Robertson family.


    John Q. Public



    PS: If you submit your signature and it doesn't go through, refresh the page and try again, or text ISTANDWITHPHIL to 1-919-800-0751.

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Husband (@Kattakkattak). Director of Client Strategies (https://t.co/LIgKTieZEp). Seminary Student (PhD Theological Studies in Ethics, https://t.co/a7S3FKvDtX).