Social and Ethical Purchasing: A Beacon of Hope For Christian Businesses, Non-Profits, and Organizations

Purpose. 

Best defined as your main “why” behind your services, products, and the reason for creating and conducting your business. A trending theme from 2020 and exactly what can set Christian marketing and businesses apart in 2021. 

Many decisions had to be made in 2020 by businesses, both big and small, visible and transparent. Business owners and CEOs had to make emergency decisions regularly.

Customers and communities had a front-row seat to these decisions. Everyone was glued to their phones and social media as sometimes their only window into the world during the quarantine. 

Encouragingly, research this past year found that businesses seen responding both positively and in alignment with their purpose, not only captured more attention but inspired positive action from their audience. 

Deloitte’s Global Marketing Trends Report for 2021 found that “nearly one out of four respondents strongly agreed that these actions positively shifted brand perceptions and one in five strongly agreed that it shifted their buying preferences in favor of the brand.” The other way around proved true as well, “consumers were also well aware of negative brand actions (66%) that led to one in four consumers walking away from the brand.” That is 25% of your audience choosing to either engage more or walk away from your brand based on your COVID response as a business. 

This past year proves crucial in setting yourself apart as a purpose-driven business. Customers are starting to buy more from companies with shared interests and beliefs and their ability to deliver on that purpose in every facet of the business. 

Social impact is coming to the forefront of the customers purchasing decisions. They are now not only expecting value in their purchase but heavy consideration of your company’s impact. The impact could mean green impact, community involvement, giving back, charity partnerships, etc.

“Millennials and Generation Z are most likely to support companies that share their values and walk away from those that don’t hold themselves accountable to these values.” (Source)

What should we, as Christian businesses and organizations, take away from this? 

Find your purpose and commit to it in all that your business does. This can create valued loyalty and community amongst your audience. Not adhering to your purpose can lose customer trust and loyalty. 

For a Christian marketer, business, and organization, this should be seen as a beacon of hope. We have an ultimate “why” that guides everything that we do. As Christians, we have shared values and beliefs within a global community. If followed through, our purpose can not only flourish your business but build on God’s work here on earth. 

As Christians, our purchasing power and economic value added to the U.S. economy is $1.2 trillion annually. This may have changed slightly over the years as this is research from 2016. A breakdown of Christian contributions is pictured below. This is a refreshing encouragement for Christian businesses, churches, organizations, and non-profits. 

(Source)

With growing momentum for social and ethical purchasing, Christian businesses have a great opportunity to showcase their values. We can build a loyal audience and customer base by backing up our beliefs with action. Christian marketing and business can build off of this momentum. Create a marketing strategy that is transparent and shares your “why” and “how.” 

Love Justice International is a non-profit I have followed for a few years now. Their mission is to share the love of Jesus Christ by fighting the world’s greatest injustices. They are already walking out Micah 6:8’s call “to act justly, and to love mercy and to walk humbly with your God," by working to fight against human trafficking. In response to the COVID-19 pandemic, Love Justice had to pivot their normal work to provide food distributions to the poor. Due to Love Justice's efforts, 103,975 individuals have been cared for through extra donations received during COVID. 

Chick-fil-A distributed $10.8 million to more than 1,800 locations to provide for immediate needs in local communities. Food donations and items were given to healthcare workers, first-responders, Chick-fil-A employees, and their families. Forbes identified Chick-fil-A as the Number 3 fast food restaurant in 2020, right behind McDonald’s and Starbucks, moving up two spots since last year. One magazine noted that “no major quick-serve has loyalty like Chick-fil-A.”

Amazon set aside $7 million to help American communities and deliver test kits. Apple created and distributed 20 million face masks. Multiple alcohol companies changed up their distribution to produce hand sanitizer. Many restaurants stepped up and donated food to hospitals, food banks, and shelters. (Source)

As a smaller company and business, lean into your purpose. Seek opportunities to live out that purpose in the community around you. Volunteer at local shelters, donate to local charities, partner with other businesses to gain awareness and donations for local missions and organizations. Be creative. The benefit of this trend is combining a marketing and growth strategy with our God-given desire to love and serve those around us. 

Tastefully share and invite your community into these opportunities. Social media and your company website are a great way to engage with your audience in this realm. Press releases and having a story done on you by the local paper is a good option. Step into the momentum and not only build a like-minded audience, but also loyalty, and your business. 

“In all things I have shown you that by working hard in this way we must help the weak and remember the words of the Lord Jesus, how he himself said, ‘It is more blessed to give than to receive” (Acts 20:35). Let's give and serve more in this season. It could prove to bless you even more abundantly. 

This past year has been discouraging for some as the news has painted some Christian beliefs and way of life as outdated and hateful. I want to take a moment to encourage you: be the light! Do not let it be snuffed out by fear of judgment or hate, but be the salt the world needs. Be kind, love your neighbors, seek justice, be the first to forgive, and be the change you want to see in this new year. 

I hope you feel encouraged moving into this new year! Know I am here for you. I would be happy to help with any new marketing projects or social needs, so reach out at any time!

Happy New Year!