In Spiritugraphics, authors Brad Benbow and Phil Daniels explore, through research and case studies on some of the top brands and companies, the question of whether or not faith influences consumption and to what extent it influences our day-to-day purchasing decisions with the goal of helping companies reach this deeply connected segment of the marketplace.
Does a personâs faith affect what they buy and donât buy? What about where they make their purchases? Are consumers shopping differently today versus three to five years ago? These and other key questions were posed to women of all age groups in a national behavioral study executed by Americaâs Research Group between December 2020 and January 2021.
In Brad Benbow and Phil Danielsâ groundbreaking book, Spiritugraphics: The Influence of Faith on Consumption and Why It Matters to Your Brand, you will discover keen insights into topics important to marketers like:
How much does âMade in Americaâ affect shoppers of faith?
In spite of current culture change, political correctness and consequences of expressing diverse thought, 42.4% of female Christians in the US say that âAmerican-madeâ is very important.
Does âholidayâ vs. âChristmasâ really matter to people of faith?
According to the research, 60% stated that any retailer promoting âChristmasâ rather than âHolidayâ (or other references) had a significant advantage with them compared to their competitors.
Marketers and brand managers have long operated under the framework of demographics, psychographics, and sociographics. Authors Benbow and Daniels present a new set of data points to be considered: Spiritugraphics. Ultimately the book provides ten key âSpiritugraphicsâ that you and your company/brand should pay close attention to if you want to reach this highly engaged and deeply connected segment of the marketplace.