In an age where religiosity is often questioned and redefined, a significant body of research has emerged focusing on the spiritual and consumer behaviors of youth who identify as having “no religion.” A recent study by McKenna, Francis, and Stewart delves into the psychological landscape of young people and reveals how implicit religious beliefs and extrinsic religious orientations can influence their consumer habits. This exploration suggests that even in the absence of traditional religious beliefs, young individuals actively seek ways to satisfy emotional and psychological needs, often resorting to consumerism as a means of coping.
Consumerism, a hallmark of contemporary society, often intertwines with various psychosocial factors. Among young individuals, purchasing behaviors frequently serve as markers of identity and belonging. The authors of the study argue that when traditional religious frameworks fail to provide meaning, young people may turn to consumer goods to fill the void left by spirituality. This phenomenon points to a fundamental shift in how we understand both religion and consumer behavior, especially in a postmodern context where spiritual pluralism prevails.
Implicit religion, defined as the personal practices and beliefs that resemble traditional religious experiences but occur outside the boundaries of formal religion, is a crucial framework in this investigation. The study reveals that young people who do not identify with any religion often harbor implicit religious feelings that guide their thoughts and actions. This underscores the complexity of spiritual experiences: many youths may reject organized religion yet still engage in activities or adopt beliefs that fulfill a similar psychological role.
Extrinsic religious orientation, characterized by using religious beliefs or labels for social or personal gain rather than for intrinsic spiritual fulfillment, also plays a pivotal role in the findings. Those with an extrinsic orientation might engage in consumer behavior that parallels religious practices, seeking community or status through purchases. The implications of this extrinsic engagement reveal that consumerism can become, for many young individuals, a substitute for religious community—one that offers feelings of belonging, validation, and support.
Through this lens, McKenna and colleagues explore the underlying motivations for consumer behavior among the so-called “noreligious” youth. The study engages with the question of what these individuals do to “make themselves feel better” when they do not adhere to structured religious practices. This exploration is particularly pertinent as mental health issues have surged among adolescents globally. Often, consumption patterns reflect attempts at self-soothing and emotional regulation, illustrating a complex interplay between consumerism and personal well-being.
The findings shed light on a critical dimension of modern spirituality: the quest for meaning in a secular age. Young individuals are actively seeking solace in material possessions as a counterbalance to existential questions regarding purpose and belonging. In navigating this landscape, brands and marketers must recognize the inherent psychological undercurrents of consumer choice, particularly among demographics that identify as non-religious.
Moreover, the study prompts further exploration into how societal narratives around success, fulfillment, and happiness intertwine with consumer culture. With relentless marketing promoting lifestyles associated with material wealth, young people often internalize the notion that happiness can be bought. This perspective can lead to an ongoing cycle of consumption, where short-term feelings of happiness derived from purchases are often fleeting, leading to a deeper search for fulfillment that remains unaddressed.
Understanding this dynamic aligns with broader discussions about the commodification of spirituality and how traditional forms of religion adapt or diminish in light of modern consumer culture. The study suggests that as young people gravitate toward consumerism to fulfill their spiritual void, they inadvertently reshape the landscape of both religion and shopping. This phenomenon points to the importance of investigating not only the products that individuals consume but also the narratives and values that accompany these choices.
The implications of the study resound across various fields including psychology, theology, and marketing. Stakeholders must reflect on how young individuals engage with goods and brands, as well as the deeper meanings these purchases carry for individuals without traditional religious frameworks. By integrating these insights, brands can better position themselves in the marketplace, responding not merely to consumer demand but to the psychological needs driving that demand.
As society continues evolving, especially in a post-pandemic context, the desire for connection and meaning may increasingly transcend the boundaries of formal religion. Young people’s preferences exhibit a growing differentiation between community and consumption, a reflective societal shift that highlights the need for inclusive and meaningful engagement from religious and commercial entities alike.
In conclusion, McKenna, Francis, and Stewart’s research invites us to reconsider the intersections of consumerism, spirituality, and mental health, particularly among the youth who identify as having no religion. The ways these young individuals navigate their identities hint at a transformative shift in how we conceptualize faith and materiality in the modern world. Their findings invite further discourse on the cultural implications of this blend between implicit religious practices and consumer behavior, calling for a renewed understanding of the role both play in shaping the experiences of young people today.
Subject of Research: The relationship between implicit religion, extrinsic religious orientation, and consumerism among young people who identify as having no religion.
Article Title: Implicit religion, extrinsic religious orientation and consumerism: Exploring what ‘no religion’ young people do to make themselves feel better.
Article References:
McKenna, U., Francis, L.J. & Stewart, F. Implicit religion, extrinsic religious orientation and consumerism: Exploring what ‘no religion’ young people do to make themselves feel better. j. relig. educ. 73, 173–188 (2025). https://doi.org/10.1007/s40839-025-00260-9
Image Credits: AI Generated
DOI: 10.1007/s40839-025-00260-9
Keywords: Implicit religion, extrinsic religious orientation, consumerism, youth, mental health, spiritual fulfillment.
