Will the decision backfire with Faith Driven Consumers who spend $1.75 trillion annually?
As the battle for same-sex marriage moves state-by-state across the nation, gay rights activists received a boost yesterday when Minneapolis-based Target publicly stated its support for redefining the institution by signing onto a court brief in a pending case involving marriage in Wisconsin and Indiana.
While corporate support for the gay, bisexual and transgender political and social agenda has played an influential role in shifting the culture away from the traditional and biblical understanding of natural marriage, Target had previously resisted pressure from pro-gay advocates to embrace same-sex marriage in its home state of Minnesota during a failed 2012 referendum campaign to define marriage in the state constitution as the union of one man and one woman. Following this defeat by voters for natural marriage, gay marriage became legal in Minnesota through the legislative process in 2013.Read more
Will it also welcome Faith Driven Consumers?
This week Burger King unveiled its "Proud Whopper" to celebrate its homosexual, bisexual and transgender customers and make the statement that “we are all the same inside.” According to USA Today, all proceeds from sale of the “Proud Whopper” will be donated to the Burger King McLamore Foundation for scholarships benefiting LGBT high school seniors graduating in spring 2015.
Fernando Machado, senior vice president of global brand management, said this targeted application of the company’s new “Be Your Way” slogan “showcases who we are as a brand…It shows how we, as a brand, believe in self-expression.”Read more
Pro-life (Scale 1-5; 5 is most faith-compatible)
This category evaluates the degree to which a company’s actions and policies align with the biblical pro-life worldview – with particular attention paid to issues surrounding the direct or indirect support of abortion, embryonic stem cell research and euthanasia.
Biblical Sexuality, Marriage and Family (Scale 1-5; 5 is most faith-compatible)
The Bible teaches that humans bear God’s image in a mutually complementary way as male and female. From these two halves of humanity – a binary pattern ordained by God – the sexes are called by God to come together in “one flesh unions” known as marriage and bring forth new life in the nurturing confines of this context. Marriage as an institution predates human governments and forms the basic building block for families, communities, culture and nations.
Despite changing cultural attitudes about gender, sexuality, marriage and family, the Bible is clear that sexual acts outside of one-man, one woman marriage “miss the mark” and fall beyond the safe boundaries of God’s created intent for sexual expression.
This category evaluates the degree to which a company’s actions and policies align with the biblical worldview on sexuality, marriage and family – with particular attention paid to issues involving attempts to redefine gender, marriage and family and normalize homosexuality, bisexuality and transgenderism in the economic arena and broader culture.
Non-pornographic Materials (Scale 1-5; 5 is most faith-compatible)
Because humans bear God’s likeness as male and female, the Bible teaches about the sanctity of life, sexuality, marriage and family. Here, it also warns against the temptation to degrade, deface, diminish or abuse the image of God that we bear as male and female – particularly as it involves the human body.
Tragically, the sexual degradation of humans that takes place in the production, distribution and consumption of pornography in books, products, magazines, television shows, movies and the internet takes a devastating toll on individuals – rippling through marriages and the broader community. Given these dangers, Faith Driven Consumers strive for God-ordained sexual morality and purity and are concerned about the negative impact of pornographic materials in the culture.
This category evaluates the degree to which a company’s actions and policies promote the production, distribution and sale of products or materials that objectify, degrade, diminish or deface the image of God we humans bear as male and female – particularly when it depicts unwholesome, unseemly, titillating behavior and nudity in ways intended to objectify others and/or cause sexual excitement.
Wholesome Entertainment (Scale 1-5; 5 is most faith-compatible)
As Faith Driven Consumers, we support entertainment that is wholesome, family-friendly and encourages biblical themes and perspectives. We see a growing, but largely untapped, economically powerful market for this type of entertainment and encourage more wholesome content to be produced. We believe the proliferation of entertainment content glorifying violence, murder, rape, non-biblical sexuality including promiscuity and adultery, greed, envy, gossip, arrogance, cynicism, slander, pride, coarse language, disobedience, idolatry, gambling, addiction, polytheism, eco-centrism, demonic worship and the occult to have a harmful effect on the development of youth and contributes to the degradation of culture at large.
This category evaluates the overall wholesomeness of entertainment content produced, distributed or supported by companies in the form of books, magazines, television shows, movies, internet, music, video games, advertisements and more.
Social Responsibility/Philanthropy (Scale 1-5; 5 is most faith-compatible)
The Bible teaches that every created thing belongs to God and that we humans are temporary stewards of that which God has entrusted to us. As such, we are called to live in community and generously, freely and without compulsion give back to others out of the bounty we’ve been given by God. Faith Driven Consumers believe that the principles of loving generosity and selflessness apply to both individuals and groups – and reflect something of who God is and how we humans bear His image.
This category evaluates the degree to which a company’s actions and policies promote philanthropic efforts to generously and freely give back to the broader community a portion of the bounty to which they’ve been entrusted. This includes sponsorships, donations and partnerships with other organizations and community groups – particularly charitable contributions that align with a biblical worldview and values system.
Corporate Responsibility (Scale 1-5; 5 is most faith-compatible)
The Bible teaches that humans not only bear God’s image but are also to be the caretakers of God’s creation. As such, we’re called to be good stewards of the Earth and its elements, resources, environment, plants, birds, fishes and animals. In particular, the Bible teaches about the importance of being the best possible steward of the time, money, knowledge, possessions, land, work and relationships to which we’ve been entrusted.
This category evaluates the degree to which a company’s actions and policies promote and exercise positive corporate responsibility in the areas over which they have been granted stewardship. This category examines how companies treat their employees, customers, business partnerships and the environment.
Other (Scale 1-5; 5 is most faith-compatible)
This category allows for any other statistics or facts that are not represented in previous categories. This may include awards, corporate recognition, non-philanthropic activism and other key data points that are not reflected in other areas.