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[11:00] Values-Driven Consumers: The Rise of Purpose-Led Purchasing

• Kurt Luidhart opens with a powerful insight: 62% of Americans now factor company values into their purchasing decisions.
• He highlights the $5 trillion in annual spending power from consumers who want their money to reflect their beliefs.
• Kurt introduces the concept of “Liberty Spenders,” a massive segment of conservative and Christian-aligned buyers.
• Real-world examples like Chick-fil-A and Hobby Lobby show how values-based brands foster loyalty despite inconvenience.
• This trend is about trust: consumers want to know not just what a product is, but who they’re buying it from.

[18:00] Building Businesses with Purpose and Trust

• Barry and Kurt explore how mission-driven companies transcend transactions and become transformational.
• The idea of serving customers who share your values creates deeper bonds and more resilient brand loyalty.
• Patriot Mobile is highlighted as an example of a values-aligned brand with top-tier customer retention.
• Barry defines KURT as “Kindness Unleashes Remarkable Trust” – a reflection of the personal brand Kurt represents.
• Attention is cheap in today’s digital world; trust is expensive, and value-based branding is how companies earn it.

[24:00] The Marketing Shift: From Eyeballs to Conviction

• Kurt dives into the idea of conviction-driven marketing, where customers first want to know what a business stands for.
• The concept of transparency is now crucial: people research brands before they buy.
• Companies like Black Rifle Coffee show that choosing a values-based stance can lead to billion-dollar success.
• Barry introduces the acronym KILT: Know, Like, Trust – key to long-term customer engagement.
• Faith and politics are no longer off-limits; consumers want brands to be clear about their convictions.

[31:00] Political Campaigning and the Power of Small Donors

• Kurt shares behind-the-scenes insight from 18 years of Republican campaign work, including fundraising for Trump and Cruz.
• He unpacks the dynamics of small-dollar vs. large-dollar donations and how each influences political behavior.
• Contrary to popular belief, small donors often push candidates toward more extreme messaging.
• Kurt explains how trust and deadlines drive political fundraising, and why fear-based appeals often work.
• The team has helped raise over $600 million through direct engagement with everyday Americans.

[41:00] Liberty Spenders Demographics and Final Reflections

• Liberty Spenders are demographically balanced, including men, women, families, and cat lovers.
• Kurt emphasizes how these consumers are willing to spend more or go out of their way to support aligned brands.
• There’s a mix of motivations: some prioritize faith, others politics, and many align with both.
• The discussion reinforces the value of living and spending in alignment with one’s convictions.
• Barry wraps with a blessing, promoting joy, gratitude, and purpose as the ultimate values to live by.

Nicole Iny is the Executive Director of Grants and Consumer Education at FAIR Health, a national, independent nonprofit organization that qualifies as a public charity under section 501(c)(3) of the federal tax code. FAIR Health possesses the nation’s largest collection of private healthcare claims data, which includes over 47 billion claim records. It is dedicated to bringing transparency and integrity to healthcare costs and health insurance information through data products, consumer resources and health systems research support.

Topics:

• What is FAIR Health?
• What types of tools and resources are offered on FAIRHealthOlderAdults.org?
• What obstacles do older adults and family caregivers face when navigating the healthcare system, and what strategies can they use to find the services and support they need?
• Have you received any feedback from patients and/or their caregivers about the shared decision-making resources available on the FAIR Health consumer website?
• Where can patients, family caregivers and healthcare providers find more information?

Kurt Luidhardt is a Co-Founder of The Prosper Group and the visionary behind the Liberty Spenders Podcast, a platform dedicated to empowering business owners in the conservative and faith-based economy. With extensive experience in marketing and business strategy, Kurt leverages his expertise to guide companies toward growth through authentic customer engagement and innovative marketing tactics. His work focuses on the patriot economy, positioning Liberty Spenders as a go-to authority for values-driven consumers. Kurt is passionate about thought leadership, delivering insights that inspire business owners to rethink their strategies and build lasting relationships. Outside of his professional endeavors, he co-hosts the podcast with Kristen Luidhardt, blending professional credibility with a warm, approachable style.