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Religious needs in a modern world
In the Western world, the process of modernization and secularization has diminished the influence of traditional religions such as Christianity.
However the need for spiritual guidance is still present and has taken on new forms. One way is that, in more individualistic societies, people turn to the self-help movement to support them in making sense of their lives (e.g. mindfulness, stoicism and fitness gurus).
Alternatively, the sphere of consumption provides people with meaning in life. Think of nostalgia (e.g. as capitalized on by Disney+), collector’s behavior (e.g. games and trading cards) and fandom (e.g. sports, music and celebrities). These behaviors initiate the participation in consumer lifestyles which offer people a set of daily, weekly and annual set of rituals and events, which often mimic religious practices.
Religious patterns can also be observed in the political sphere. Subtle as they may seem at first sight, closer inspection can reveal almost rigid beliefs in the rights and wrongs of topics related to climate change, migration and leadership, in order to reach a sense of security in an unpredictable world. Just as in cults and religious fundamentalism, such beliefs can lead to tunnel vision and extreme behaviour towards outsiders.
In Western societies the question becomes how organization’s customer experience- and brand management can tap into the inevitable religious and tribal needs of people. Second, it begs the question how organizations can contribute to healthy doses of meaning making in societies which are increasingly felt as unsafe and unpredictable.
Reference
Belk, R. W., Wallendorf, M., & Sherry Jr, J. F. (1989). The sacred and the profane in consumer behavior: Theodicy on the odyssey. Journal of consumer research, 16(1), 1-38.
Inglehart, R., & Baker, W. E. (2000). Modernization, cultural change, and the persistence of traditional values. American sociological review, 65(1), 19-51.