FOREFRONT BOOKS Spiritugraphics: The Influence of Faith on Consumption and Why It Matters to Your Brand

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. Marketers and brand managers have long operated under the framework of demographics, psychographics, and sociographics. Authors Brad Benbow and Phil Daniels now present a new, illuminating set of data for businesses and brands to consider: spiritugraphics. Does a person’s faith affect what they buy and don’t buy? Where they make their purchases? Are consumers shopping differently today versus three to five years ago? These and other key questions were posed in a national behavioral study executed by America’s Research Group. The findings from this research resulted in Spiritugraphics—a book that unlocks ten key data points your brand should pay close attention to in order to reach the 38 million faith-centric households in the U.S. that make up this deeply connected, highly engaged consumer segment. In Benbow and Daniels’ groundbreaking work, you’ll discover a refreshing and actionable marketing framework that captures keen insights like: How much does “Made in America” 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 “American-made” is very important. Does “holiday” vs. “Christmas” really matter to people of faith? According to research, 60% stated that any retailer promoting “Christmas” rather than “Holiday” (or other references) had a significant advantage with them compared to their competitors. With 60+ years of combined experience, Benbow and Daniels have already harnessed the power of spiritugraphics to start businesses, build national brand strategies, and advise some of the fastest-growing companies in the U.S. Now they’re helping other businesses engage their consumers in a truly meaningful way. Whether you’re an agency executive, business owner, or you’re simply interested in consumer behavior, Spiritugraphics will awaken you to a significant and untapped customer segment hidden in plain sight. Autorid: Brad Benbow, Phil Daniels