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 500 major brands for compatibility with the FDC community, and also for its Faith-Friendly Film Review entertainment rating system.
Today, amidst growing consumer backlash over Target's (Faith Equality Index Score 39/100) announcement that it will allow men in women's bathrooms and changing rooms, FDC is calling on its community of 41 million who spend $2 trillion annually to engage in a national #BUYcottWalmart effort by choosing Target's arch-rival Walmart (FEI Score 51/100) and nine alternative brands offering products in competition with Target.
"There's a critical business lesson to be learned with Target's recent decision: When including one group, don't expressly exclude another," said Chris Stone, founder of FDC. "In its statement explaining why it is allowing men in women's bathrooms and changing rooms, Target pointed out that inclusivity is at its core, and that everyone deserves to be protected equally. However, hundreds of thousands of consumers around the country are expressing frustration because they specifically feel excluded by Target's actions and, more importantly, unprotected and unsafe in Target stores. They have reacted by signing up to boycott the retailer. Our question to consumers is: So you've decided to #BoycottTarget, now what?
"We believe a BUYcott offers consumers what they actually need and want. If you are unsatisfied with Target, the most effective way forward is a BUYcott—actively doing business with another brand that is a better fit for you. And in this case, that better fit is arch-rival Walmart.
"We are calling on our community today to #BUYcottWalmart, and choose one of the 10 alternative brands that score higher than Target on Faith Driven Consumer's Faith Equality Index."
#BUYcottWalmart—10 Alternatives to Target:
- Hobby Lobby: 57/100
- Walmart: 51/100
- Aldi: 47/100
- Academy Sports: 46/100
- Cabela's: 46/100
- Toys"R"Us: 45/100
- Bed, Bath, & Beyond: 44/100
- Dick's Sporting Goods: 42/100
- Publix: 40/100
- Trader Joe's: 40/100
To see how more than 500 brands score on compatibility with Faith Driven Consumers—as well as other communities in the diversity space—visit FaithEqualityIndex.com.
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