Yesterday, as part of its #ChristmasBUYcott campaign, founder Chris Stone publicly called on Faith Driven Consumers to choose brands that rate highest on the 2016 Faith Equality Index. Now, Dunkin’ Donuts has answered with its Christmas-themed “Joy” cups clearly establishing an advantage over Starbucks.
Chris Stone, founder of Faith Driven Consumer and Certified Brand Strategist, has issued the following statement:
“Brands are in a race to attract consumers and earn their business this Christmas. Starbucks and Dunkin’ Donuts are both free to design their cups and express their values as they see fit. By creating cups that specifically message the Joy of the Christmas Season—in sharp contrast to Starbucks’ ‘blank canvas’—Dunkin’ Donuts has specifically welcomed Faith Driven Consumers, and all Americans who love Christmas. The BUYcott is working—do business with brands that embrace and celebrate you, and those businesses will respond. We congratulate Dunkin’ Donuts for their decision and will loudly encourage our community to reward them.”
According to American Insights, 77% of Faith Driven Consumers will switch brands in order to buy from a more faith compatible company, and 70% are actively looking for brands that specifically welcome them as Christians.
ChristmasBUYcott.com is the national consumer campaign building on last week’s launch of the 2016 Faith Equality Index. The Faith Equality Index rates, on a 100-point scale, how well brands acknowledge Faith Driven Consumers (FDCs) by welcoming, embracing, and celebrating them. To see the #ChristmasBUYcott campaign, go to http://christmasbuycott.com.
The $30 billion Christmas spending figure is based on a CNBC report.