Conservatively there are over 100 million weekly churchgoers in the United States. This represents probably the largest single possible spending market segment of our economy, Yet many business do not market to this group.
What are possible reasons?
In this fast paced digital world we live in. Marketing gurus have so much demographic data at their fingertips that the belief is they can market to a segment based on choices and behavior and segment marketing efforts based on predicted behavior more accurately.
However, we believe that there is a resurgent of Christian based values dictating that most Christians would prefer to spend their money with business that embrace those same values.
It is thought by many marketing experts politically incorrect to target Christian values as this might alienate part of the population their businesses serve. The desire to exercise political correctness has gone too far and there are many examples of when it backfired as when Lowes, one of Americas larges home improvement chains, changed the name of “Christmas Trees” to “Family Trees” in a flyer. This attempt at being politically correct caused a gigantic backlash from upset customers and the retail chain abruptly apologized and has returned to calling them Christmas trees.
We believe that there needs to be a boldness to reclaim a Christian based business to state their faith and beliefs alongside products and services.
A forgotten study done by the Barna Group back in 2011 asked this question to a sample of US consumers polled:
The study revealed that overall, about two out of every five adult consumers (43%) said they would be receptive to this type of transaction (with 27% of adults strongly so). While most respondents claimed to be indifferent (51%), only 3% indicated that an overt connection to the Christian faith would make them less likely to do business with this type of vendor. If you do the math this gives a positive ratio of 14 to 1 in favor of promoting products with Christian values and faithbased marketing.
To Read the original study visit here: https://www.barna.org/culture-articles/472-americans-christian-business
We believe in faith based values here at Christian Web Directory and hope that more businesses will be willing to speak to what they believe and let us know in your descriptions.