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Days before the Super Bowl, a new Faith Equality Index score of the National Football League - 24 out of 100 - reveals the league has work to do in welcoming, embracing, and celebrating Faith Driven Consumers
Faith Driven Consumer™ (FDC) - representing 41 million Americans who spend $2 trillion annually, has earned wide recognition for its groundbreaking FaithEqualityIndex.com (FEI), which scores more than 400 major brands for compatibility with the FDC community. n Wednesday, the group released its first annual ranking of Super Bowl advertisers, which also includes a specific score for the National Football League.
"The National Football League is significantly comprised of Christian players, coaches, and executives, and as such, many in our community assume the organization is welcoming of Faith Driven Consumers," said Chris Stone, Certified Brand Strategist and founder of Faith Driven Consumer.
"But its score of 24 out of 100 says otherwise. As with most brands, this may not be intentional, rather it stems from a lack of awareness and understanding of this color in the diversity rainbow.
"We look forward to working with the NFL, and all professional sports organizations - educating them on and encouraging them to specifically include Faith Driven Consumers.
"The NFL can move the chains - improve their FEI score and standing with the faith community."
The Faith Equality Index rates, on a 100-point scale, how well brands acknowledge Faith Driven Consumers by welcoming, embracing, and celebrating them, and is the benchmark FDCs use to make consumer choices - through the lens of their biblical worldview.
National Football League: 24
2016 Super Bowl Advertiser Ratings:
Mountain Dew: 38
Mini USA: 36
Avocados from Mexico: 35
Taco Bell: 29
According to American Insights, 77% of Faith Driven Consumers will leave their current brand when they identify a more faith-compatible option. 70% are actively seeking such brands. 86% are more likely to do business with brands that welcome them and acknowledge their values.
93% of FDCs see value in the FEI - the resource that allows them to easily identify the faith compatibility of brands they engage.
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