"Religion is becoming the new brand..."

The snippet that makes up the title of this post comes from a piece in yesterday's NYT entitled, "Wearing Their Beliefs on Their Chests" (sub. req'd).  A photo montage that accompanied the online version of the article included the image seen here, a sweater from the recent Dsquared runway show.  Other images include Ashton Kutcher in this "Jesus is My Homeboy" T shirt, and several other pieces from recent designer lines.

The quote is from Jane Buckingham, president of Youth Intelligence, a "trend forecasting company."  She continued:

To a generation of young people eager to have something to belong to, wearing a 'Jesus Saves' T-shirt, a skullcap or a cabala bracelet is a way of feeling both unique, a member of a specific culture or clan, and at the same time part of something much bigger.

Here we have a continuation of the trend towards an increase in what feels like a new kind of religious "speech" in the culture.  We have a born-again president who openly discusses his evangelical beliefs.  Last year, we had an election in which matters of faith played an important, if not definitive, role.  We have  school boards all over the country becoming increasingly uneasy about teaching evolution in science classes.  We have megachurches serving Krispy Kremes and drawing 15,000 worshipers on Easter weekend. 

We have religion worn as a "brand."  Ms. Buckingham tells us young people wear it to signify their individuality, their hipness and their desire to, "be a part of something much bigger."

What do we think they think they're becoming a part of?  Is it anything like living in Queens and rooting for Manchester United?

What happens to religion when religion becomes a brand?  Hasn't it always been a brand?  Hasn't it just "caught on" with a different crowd, the way Burberry did among hip-hoppers?  What is the relationship between the Jesus of the T-shirt and the Jesus of the monastery?  What happens to the sweaters when they're no longer in fashion?  What difference has this "religion-as-fashion" trend made in our everyday lives? 

What do we think happens next?  Maybe Ms. Buckingham knows.

UPDATE: So, according to CBO/Rageboy, it turns our that when I asked the question, "What do we think they think they're becoming a part of?" above, I was engaging in a little bit of "hermeneutic ethnography."  I like that...got a catchy ring to it...and, it reminds me of this guy.

Comments

[fouro]

Timberlands or Cole Haan monkstaps? WWJD?

[Tom Guarriello]

No, no. Manolos, man, Manolos! Jesus would definitely want Manolos.

[Paul M. Martin]

To me, seems like a lot of what's gotten into religion isn't religion. And I think what you're pointing to here might belong to the category of, "trend..."

Reminds me of the 60s hippie "peace, love, antimaterialism" phenomenon. The authentic aspect of it was how it fell in line with the civil rights movement. The rest was apparently fluff - trend, fad. Speaking as a baby boomer myself, I find it highly ironic that my generation found the WWII generation too materialistic!

[Tom Guarriello]

This is a good point, Paul. When religious messages become part of pop culture, they can only be described as part of a "trend" (or, "fad.") Just as in the 60s, the "hip" thing to do is what's cool. Remember Huey Lewis' song, "It's Hip To Be Square"? A hit in 1986, right in the middle of Reagan-time, when it was hip to be square. That's why I wonder what will happen to those sweaters once they're no longer, "trendy."

Religion ebbs and flows just like any ideology, and right now, especially with the death of an historic pope, it's flowing. But don't let that fool you. This culture is relentlessly materialistic, which is what those runway shows are all about. Accept these "converts" with open arms, but with a modicum of suspicion. Like Reagan said, "trust, but verify."

[Paul M. Martin]

Hi Tom -
Your blog commentary is interesting - and very wide-ranging. If you don't mind: Who are you?? I get lots of google hits on your name, but they're basically all on your wide-ranging blog commentaries.

What's your grounding, premise, base - or: what's central to your interest? If you have a chance, I'd also be interested in your reaction to glancing through my posts on the blog I started last month. I entered it to the url field of your "post comment" form.

The unspoken premise of my blog, and inner life, is that authentic spirituality is fully compatible with - and requires - the willingness to look unflinchingly at every kind of reality and truth. If you like what you see, okay for me to include the url in my next comment to your site? Paul

[M. Scott Laemmle]

Thanks for the article and point of view. I have long thought of religion, and particurlaly the Catholic Church as good examples of brand management. I believe there are many lessons to be learned from the Catholic Church for businesses and organizations that want to develop a strong brand. If you like, you can check at my site at www.CatholicBrand.com.

[Tom Guarriello]

Paul, it's hard to know how to respond to your question; who am I? I'm a closer to 60 than 50 year-old who's spent a career trying to encourage people to connect with one another in the service of a greater purpose. Sometimes that work was in clinical settings as a psychologist, sometimes it was in health care organizations, sometimes it was in business contexts. The aim has always been similar: putting our collective well-being first (focusing on transcendence) yields great individual as well as collective benefits. I guess this is a flavor of spirituality, but I'm frankly nervous about that term, as it's become a catchword for all matter of lunacy.

I no longer practice any religion, because I have a very hard time with the magnitude of the assumptions built-in to all of them. To wit: human beings' ability to comprehend/communicate with a consciousness capable of creating a universe beyond our wildest imaginings. And at the same time, also willing to deliver on personal wishes. Can't wrap my head around it.

Please feel free to use your URL, although I think you already have in your last post, which itself is fine.

As for the historical quality of brand management demonstrated by the Catholic church, I'll leave that to others to decide. My take: needs work today.

[Paul M. Martin]

I think you're right - I did post my url already, before someone suggested to me that coming right in w/ one's url on others' blogs might be a breach of blog etiquette. Or sin? Kidding...

I know what you mean: the spirituality/religion vocabulary, including each of those two words, is loaded.

But in my book, which I've actually written, "putting our collective well being first," couldn't possibly come closer to what is central to serious spirituality and religion at its best.

I'm not a Buddhist, but there's a lot to appreciate in that approach. I particularly like the fact that Buddha never used the word "God," or made any comments at all about a divine being or afterlife. In the West, some people have claimed that this means Buddhism is not a religion!

Pretty ironic, considering that Yahweh is supposed to MEAN, basically, ineffable and beyond explanation - I AM THAT I AM. And also considering that the West's contemplative (i.e., monastic) traditions emphasize the wisdom of silence, while engaging in meditative practices that are in all experiential respects just like the East's.

[Elitsa Arnaudova]

I had to do a summary and a personal reaction on an article for my English class at university and I read an article about this awful trend in USA that you're all talking about. I mean, religion turning into a fashion statement.
I spent last summer in USA (I'm from Bulgaria) and it really amazed me to see Bibles sold at dollar stores. To be honest, I don't understand what all the clothes, cups, bracelets, decoration, you name it, are meant to mean? Are they supposed to serve as walking preachers?
There's nothing wrong with wearing your beliefs on your sleeve (or is there) but you're takng a chance on making them treadbare if you chose to do so.
Talking about materialism, it's not a wonder this trend has that American flavour about it(if you know what I mean).
The thing is, if Religion is turning into a brand, what will happen when that brand is no longer fashionable? Or there could be a way out of this puzzle: why not make it a lovemark?!

[adella]

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