A willingness to use the word "Christmas" in seasonal advertising is just one of many criteria the brand strategy firm Faith Driven Consumer employs as it rates companies for its Faith Equality Index. The group looks to see how well Christians are viewed "as an equally valued, welcomed and respected community in the rich rainbow of diversity."

According to FDC, 70 percent of faith-driven consumers are unhappy with their current brand relationships, which they may find disrespectful to their worldview. The firm's ratings — inspired by the success of similar efforts by LGBT groups and others — are designed to drive Christian consumers to companies that support their values. ...