Chick-fil-A Controversy Shows Power of 'Faith Driven Consumers'
- Jeff Schapiro - Christian Post
- Aug 21, 2012
When controversy erupted over Chick-fil-A President Dan Cathy's comments in favor of traditional marriage last month, thousands of Americans showed their support for the company with their wallets and helped reveal the buying power behind an emerging consumer group that one expert calls "Faith Driven Consumers."
Chris Stone, a founding partner of The Stone Agency, is a Certified Brand Strategist and an advertising and marketing integration specialist. He is also the founder of the Faithnomics blog and FaithDrivenConsumer.org, a website that helps make conscientious Christian consumers aware of the values of companies so they can make informed buying decisions that are in line with their faith.
According to Stone, this group of Faith Driven Consumers (FDCs) is "large enough to matter" but small enough for companies to engage. Although 70 percent of the U.S. population self-identifies as Christian, he says, a much smaller percentage (15 percent) of people actually fit into the FDC niche.