About FDC

 
Faith Driven Consumer (FDC) unites Faith Driven Consumers (FDCs) together to remove the tension Christ-followers feel of wanting to live their faith openly—while experiencing pressure to keep it private in the marketplace, workplace, and public culture.

What began in 2013 with an important moment—the #IStandWithPhil campaign—quickly revealed something much larger. When Phil Robertson from the show Duck Dynasty was suspended from television by A&E for comments expressing his biblical convictions, hundreds of thousands of people responded. What followed was a rapid, visible movement that led to his reinstatement in just 9 days. This moment became a defining catalyst—revealing not only the scale of the Faith Driven Consumer audience, but a deeper problem: millions of Christians shared these convictions, but lacked a clear, unified way to live them out together in everyday life.

From there, FDC grew from a campaign into a movement.

Over the years, that has included:
• Engaging national conversations around films like Noah and Exodus
• Creating the Faith-Friendly Film Review system
• Launching the Faith Equality Index (FEI)
• Mobilizing efforts like #ChristmasBUYcott
• Meeting directly with leaders at over 160 major U.S. brands

FDC has created and amplified a unified voice for Faith Driven Consumers—bringing that voice into public view through more than 1 billion media impressions and hundreds of news stories in outlets including CNN, Fox News, MSNBC, ABC News, The New York Times, The Wall Street Journal, Reuters, The Washington Post, The Guardian, Forbes, Politico, Yahoo News, Associated Press, The Hollywood Reporter—and many others. This matters because visibility drives credibility, makes our community harder to ignore, and helps turn isolated conviction into measurable cultural influence.

But the deeper discovery was this:

Faith Driven Consumers are not a small niche. They are Christ-followers whose faith actively shapes their everyday decisions—especially how they spend, work, and engage the world around them. In the United States, this represents a core segment of approximately 41 million adults (about 17% of the population), accounting for more than $2 trillion in annual spending.  These 41 million FDCs exist within a broader universe of roughly 90 million Americans whose Christian faith meaningfully influences their economic decisions, but who may not yet consistently live or identify as Faith Driven Consumers.

And yet, despite that scale, millions are living out their convictions every day—but often in isolation. And when conviction is lived alone, it is easy to overlook, easy to dismiss, and easy to ignore. 

That is why FDC exists today. To inform, unite, equip, and activate Faith Driven Consumers—so that everyday faithfulness becomes visible, measurable, and united.

FDC provides the tools, education, and a pathway where Faith Driven Consumers can live their faith across everyday life—and come together as a collective voice that the marketplace, workplace, and public culture cannot ignore.