Abstract
With 69.5 million American adults devoted to the Evangelical lifestyle, the
current and still-growing societal and monetary clout of this cohort is
impossible to ignore. In 2006, household income among Evangelicals represented
28% of the national total, or $2.1 trillion, and products, services and
marketing campaigns targeted to these consumers often have mainstream
crossover appeal. Moreover, Evangelicals have market impact not only as
individuals: Well over half of them belong to a church, and among
conservatives in the segment, 62% attend a place of worship. Often headed by
charismatic ministers and sometimes claiming membership in the thousands,
Evangelical churches wield significant cultural, economic and political force,
and they have marketing savvy to spare. To help marketers understand the
goals, motivations and kingdom-building desires of this diverse cohort,
Packaged Facts presents an all-new report on Evangelical lifestyle,
demographic, marketing, and product and service usage patterns, casting a wide
net over the diversity of consumer options that tend to affirm Evangelicalism
as a way of life. Drawing on uniquely cross-tabulated Simmons Market Research
Bureau consumer survey data, along with government and private sector data
sources and analysis of targeted marketing campaigns, the report examines how
Evangelicals balance the demands of their faith with the offerings of the
marketplace, and explores the many reasons why myriad marketers are seeking to
accommodate this group.
The report presents five focus Chapters:
- Lifestyle and Demographics. Examining how historical and cultural
movements inform contemporary Evangelical orientation, exploring differences
between conservative and moderate segments and tracing development of
megachurch phenomenon as Evangelical marketing tool.
- Community and Consumerism. Detailing how the emotional security and
sense of belonging within Evangelical community struggle against sharp
feelings of “otherness” from mainstream society. How ministries
adopt consumer-centric approaches to make Evangelical message relevant across
cultural, generational, political and ethnic lines.
- Media and Entertainment. Exploring how tend to be even more
enthusiastic than the general population in their enjoyment of electronic and
print media, particularly those options that validate and reinforce their core
religious values.
- Technology and Internet. Describing how, as individuals but also as
worship leaders and congregations, Evangelicals are avid users of devices such
as MP3 players, PDAs (personal digital assistants), cell phones and the
Internet, to strengthen social cohesion and advance religious goals.
- Personal Finance. Focusing on the myriad ways in which Evangelical
Christians earn, spend, save, charge and donate to charities. The important
distinction is that Evangelicals tend to interpret the meaning and implication
of their financial decisions from a Biblical perspective.
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