100+ years of brand equity as a socially progressive Lutheran organization that serves Lutherans and their local communities has been squandered and given way to a new ambiguous Christian identity that is obsessed with pandering to evangelicals and conservative Christians who are nothing like Scandinavian Lutherans in their world outlook, political views, and values towards women, gays, and minorities. Hence, Thrivent is struggling to find itself. Longtime employees are disappointed by what company has become and mostly keep their mouths shut and count the days until retirement. New employees are strivers, bean-counters and order-takers who, quite frankly, are not very interesting or fun. High commissions and fees aren't very competitive and sales efforts are focused on unsophisticated Christians who don't know any better, which feels icky. Corporate giving programs now restrict employees from donating to causes that are even remotely related to gays and women's reproductive health. CEO has consolidated power and isn't particularly interested in market research or facts that conflict with business vision or conservative faith approach to, well, everything. That doesn't allow much room for alternative thinking, creative branding that might appeal to young adults, or research-driven insights. Bonus payouts for rank and file employees historically have been meager and value of benefits have eroded under the watch of HR regime that simple does what it's told. Technology is slow to evolve with the times and organizational frugality doesn't help. Pitifully low brand awareness.
