A small majority of American consumers are indifferent to faith-oriented businesses, according to a new study by Barna Group (BG).

However, the research found that those who would support Christian-branded enterprises significantly outnumber those who would refrain from using such brands because of that faith connection.

One-third of all U.S. adults (37%) said that they would be more likely to purchase from a company that embraces and promotes the Christian faith. However, most consumers (51%) were indifferent to whether or not a company actively embraces and promotes Christianity, the survey of 1,022 adults revealed.

Nearly six out of 10 consumers in the South and half of buyers in the Midwest were more likely to support a business operated by Christian principles. In the West and Northeast, only one-third of customers expressed a preference for a Christian-operated business.

Demographic segments favoring businesses incorporating Christian elements were women, Boomers (ages 46-64), Elders (ages 65-plus), married adults, parents of children under age 18, political conservatives and Republicans.

BG President David Kinnaman said that the research shows that the consumers are divided between those who favor Christian companies and people who are simply indifferent. "Very few Americans appear to be opposed to such faith-related businesses," said Kinnaman, co-author of unChristian (Baker Books/Baker Publishing Group).

Click here for more information on the survey.

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