Study says Christian faith matters in the marketplace

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Aug 30, 2011 3:25 PM


Christian beliefs and buying decisions—these two subjects showed a strong connection in a study released in February.

The Barna Group released the study “Do Americans Support Christian Businesses and Brands?” showing the likeliness of Americans to support a Christian business or brand. The study found that 27 percent of Americans are more likely to support “a company that manages its business according to Christian principles.”

This shows the breakdown of Americans who would support a company with Christian principles. Source: Barna Group

Out of the total American population from the 2010 Census Bureau report, this means approximately 83 million people in the United States are more likely to buy from companies that act according to Christian beliefs. Although this may seem like a small number, this population matters and over time can make an incremental change in the marketplace.

You may be asking yourself, “Where does this leave the other portion of Americans?”  The study showed a definite trend toward people favoring businesses with Christian principles. Only 3 percent of the population was opposed (only 1 percent was strongly opposed) to doing such type business.

The study also indicated that 22 percent of Americans were a lot more likely to support “a company that embraces and promotes the Christian faith,” with only 2 percent less likely to do so.

The concept of having influence in the marketplace is not new. We have watched as environmental activists changed the products we buy, with “environmentally-friendly “or “green” labels.

So, why do many Christians feel they have no position in the marketplace or shy away from taking a stand?

Many Christians are not aware of their community—a community that feels the current marketplace does not share the values God has placed in their hearts. This community also lacks a national voice through which they can channel their consumer demands.

But that is changing. An emerging advocate for this group is Faith Driven Consumer. Read more about what we have found in our research of this audience by clicking here.

What Christians need to realize is the potential of their voice and their spending power because the American population is demanding a greater want of traditional and Biblical principles. Consumer spending accounts for 70 percent of economic activity in the United States, making it especially important for Christian consumers to make smart decisions with their wallet.

Faith Driven Consumer believes that through positive and proactive encouragement of companies currently adhering to Biblical principles, this 27 percent of the population will become a major driving force in the marketplace. This can create a shift in our worldview to one that honors God in all of our actions, including our consumer lives.

Click here to read the full Barna study article.



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