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- Report
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Religion and brand affinity
- 15/10/2010
Transcending consumerism
Creative Commons, David Blackwell (2010) ©Scope
The ‘cult-like’ relationship between people and their favourite brands is often compared to religious affiliation. One research study has suggested that religious people don’t feel the need to express themselves through brands, only lightly engaging with consumer culture, as they are fulfilled enough by God.
We take a closer look at faith in America, and specifically the Deep South, to demonstrate that consumptive and religious behaviour are not as ill-matched as some would believe – although it can still present some serious challenges. Brands looking to engage the faith consumer group will do better to recognise the core values behind religious tenets and reflect them as authentically as possible, rather than incorporate overt faith messaging into their campaigns. -
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