SXSW 2023
What Can Brands Learn From Religion?
Description:
Calm. Community. Control. Gen Z is grasping for meaning amid societal chaos — and they’re turning to religion and spirituality to fill the void. The trend has fed the global rise of astrology, crystals, WitchTok, manifesting, and the remixing of legacy religious practices. Like most aspects of Gen Z identity, they’re approaching spirituality with a fluidity and dynamism unique to their individual needs. Via a five-minute documentary film followed by a panel with cultural specialists and Gen Z contributors from the project, we’ll explore what young people are lacking from existing institutions. How might brands help them find it?
Additional Supporting Materials
Takeaways
- It’s a myth that young people don’t care about religion/spirituality, but they’re approaching these practices very differently.
- Gen Z is craving meaning — be it through company values, product rituals, or fan behaviors, we can assist them in this journey.
- Practical examples of how companies are putting these insights into action.
Speakers
- Matt Klein, Cultural Theorist, Zine
- Elizabeth Dresher, Professor, Santa Clara University
- Sister Quinn, Sister, Sisters of the Valley
- Julia Dixon, Cultural Strategist, Weber Shandwick
Organizer
Julia Dixon, Cultural Strategist, Weber Shandwick
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