A new faith-based consumer organization is looking to have an impact on the profit margins of major companies this holiday season—and beyond—by influencing where people spend their money.
In order to do so, the group, called Faith Driven Consumer, launched a Faith Equality Index, where they score companies on a 100-point “faith-compatibility” scale.
Few companies scored above 50. Those that did include Chick-fil-A, Cracker Barrel, Hobby Lobby, Thrivent Financial, Tyson, and Walmart.
The goal is to enable people of faith to make more informed spending decisions when they shop.
But instead of punishing companies who they believe have unfriendly policies towards people of faith by encouraging boycotts, the campaign’s founder, Chris Stone, hopes to reward brands that his organization believes “welcome” consumers with deeply held religious beliefs.
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