Who are Faith Driven Consumers?

Racially and Politically Diverse, Faith Driven Consumers Are a Powerful Buying Force in America

Faith Driven Consumers have emerged as a purchasing powerhouse in recent years. Now, we have new data that shows exactly who makes up this “faith-driven” cohort of consumers and what they want from brands.

Conducted by American Insights for Faith Driven Consumer, this comprehensive national survey qualifies and quantifies Faith Driven Consumers, a rapidly emerging and economically potent subset of the Christian community. These consumers represent 17% of the U.S. adult population—more than 41 million people—who spend $2 trillion each year.

This research gives brands even more reason to acknowledge the significant buying power that Faith Driven Consumers represent in the marketplace. These are consumers marked by a strong faith in Christ and a biblical worldview who prefer brands that are compatible with—rather than hostile to—their values.

In the coming weeks, we’ll be releasing extensive insights from this survey. We’ll explore what Faith Driven Consumers seek from brands, whether they prefer “buycotts” or “boycotts” as a means of making their voices heard, and how their faith influences their purchasing decisions.

First, here is a quick snapshot of what Faith Driven Consumers look like as a population cohort:

• Religious affiliation: Protestant (66%), Catholic (32%), and Mormon (3%)
• Gender: Female (53%) and Male (47%)
• Age: 18-34 (25%), 35-49 (25%), 50-64 (30%), and 65 or older (19%)
• Race: White (62%), Black (18%), Hispanic (13%), and Asian (4%)
• Marital status: Married (60%), single (21%), separated or divorced (9%), widowed (5%), and single living with a partner (4%)
• Household composition: No children (53%), one child (20%), two children (15%), three children (8%), and four or more (5%)
• Annual household income: $0-$25K (18%), $26K-$50K (29%), $51K-$75K (22%), $76K-$100K (14%), $101K-$150K (9%), and $150K or more (3%)
• Party affiliation: Republican (37%), Democrat (32%), and Independent (21%)
• Political ideology: Conservative (53%), Moderate (28%), and Liberal (14%)

We found that Faith Driven Consumers are remarkably diverse by race, gender, age, political preference, household type, and income level.