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  • transcending consumerism
  • Transcending consumerism
    Creative Commons, David Blackwell (2010) ©

Religion and brand affinity

We take a closer look at the tensions – and opportunities – that exist between religion and brands in America.

Location United States

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 ...