How Offensive is Your Faith?

Not very, according to a nationwide survey from market research firm the Barna Group. In fact 97% of respondents were indifferent or more likely to purchase from a business owner that runs their business according to Christian values.

This research was brought to my attention in a blog by Dr. Jim Harris at To A Higher Level. If you want to learn more about living out your faith in business, his blog is a terrific resource.

In America we have become so scared of offending someone that most companies don’t stand for anything. Read any good books on marketing and they will tell you that for a brand to be a strong attractor, it must repel some people.

Seth Godin sites a great example in his book “Purple Cow.” He states that it is very unlikely that someone is going to create fan page for your new and improved vanilla ice cream, but they might for your habanero chocolate chip. Habanero chocolate chip appeals to a much smaller audience, but it is an audience that can get fired up about your product. Nobody cares about another great vanilla ice cream.

If you want a strong brand, be ready to turn some people off.

But according to Barna’s research, going public about your Christian faith is not a big risk for your business. In fact, only 3% of survey respondents said that they would be less likely to buy from an openly Christian business.

Below is a summary of the research:

If you were to buy a product or service in the coming year, would you be more likely or less likely to buy a particular brand if you knew it was from:

1 – A company that manages its business according to Christian principles?

  • 42% More Likely (27% a lot more likely)
  • 51% Indifferent
  • 3% Less Likely (only 1% a lot less likely)

2 – A company that embraces and promotes the Christian faith?

  • 47% More Likely (22% a lot more likely)
  • 58% Indifferent
  • 3% Less Likely (2% a lot less likely)

This research was directed towards Christians, but I believe the research would hold regardless of what your religious beliefs are.

Here’s why. People buy from people they trust. A person’s faith is their internal true north. It drives the decisions they make. By letting your customers know what you stand for, you are giving them insight into what drives your decisions and how you are likely to act in the future.

Is there a risk? Absolutely. Will you be a target for people who oppose your faith? Yep. Will people who oppose your faith look for examples of you failing to “walk the talk”? Again, yes.

Here is how you handle the risks. Embrace accountability. If someone calls you out for not acting in line with your faith, engage them in conversation about it. If you were wrong admit it and make it right. That is the best any of us can do. We will all goof it up periodically. Be accepting of honest criticism and work hard to do better.

Your customers will know you better, trust you more and just might buy a few more of your widgets. Lots of your customers will never step foot in a church and you have the opportunity to be the first example of Christ that they see.

Embrace the risk, it’s worth it.

Thank you for being a part of our values driven community!

 

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