Corporate America and Christianity seem like two completely different entities that never intertwine. However, there is a fascinating history behind the emergence of Christian values as one of the hallmarks of American capitalism.
In the early 20th century, corporations with large numbers of employees had to deal with various issues such as labor conflicts, worker dissatisfaction, high employee turnover rates, etc. Enterprising corporate leaders realized that creating religious-based programs within their companies would not only help them mitigate these problems but also improve productivity and motivate workers to remain loyal to their organization.
Thus began an era where religiously-affiliated organizations developed in-house chaplains who provided spiritual guidance for workers while helping management maintain control over its workforce. This system worked so well that it soon became adopted by numerous other industries across America leading us ultimately towards a more “Christian” Corporate culture.
“If you want tips on how religion served big business purposes, ” said Kevin M. Kruse’s op-ed article published recently in The New York Times regarding this matter; ‘Look no further than Huntington Hartford II – millionaire playboy-turned-social-conservative-philanthropist.’
The combination of religion-based human resource practices proved fruitful and paved way for shaping modern-day Corporate America into what we know today… But was all this just simple opportunism?
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The Marketing Strategy of Corporate America
Corporate America has been pushing its marketing strategy for decades, and it is no secret that they have a significant impact on the American culture as well. But some people point out specific efforts by corporate business leaders to shape Christian beliefs in their favor; this topic became so contentious that even several documentaries were all about how corporate America invented Christian America.
“As marketers, we are routinely asked to create messages that sock people between the eyes or generate herdlike behavior.”/>-Tony Campolo
In 1930s and 1940s, there was an evident shift American capitalism underwent – with more corporations started relentlessly targeting Christians through advertising campaigns aimed at exploiting faith-based insecurities. It’s said to be spawned from concerns over Communist agitation threatening US society since many Christians shared those apprehensions because they believed Reds threatened traditional-values and Christianity too. That created a perfect opportunity for right-wing groups seeking ways of keeping Americans faithful believers while rejecting any societal change advocates implored.
Hence big businesses began investing heavily in religious advertisements influenced not only product choice but also spurring social pressure justifying upward mobility. Post-WWII broadcast media expansion enabled companies access every family across America effortlessly with adverts running numerous times throughout each day and night depicting positive emotions associated with reaching middle-class status…
“Marketing plays a role as far back as civilization goes.”/>-Philip Kotler
This practice led Christian principles becoming highly valued market commodities among organizations like Hilton Hotels whose management decided using Gideon Bibles brought down room vandalism incidences… They then leveraged these statistics into promotional material used during ad campaigns directed squarely toward devoutly religious individuals who gave much higher reservations rates when offered rooms furnished differently than those booked by non-religious travelers.
In conclusion, while not necessarily a sinister marketing campaign designed to harm Christianity or the American way of life. Businesses seeking sales success in faith-based communities saw social changes brewing at that time and adapted their products and messages accordingly sophisticatedly.
Exploiting Religious Beliefs for Profit
The question of how corporate America invented Christian America is a complicated one, but undoubtedly the exploitation of religious beliefs played a significant role. For many companies and advertisers, religion has become just another tool to make profits.
“We’ve got 300 million people who are all potential consumers.”
This quote from advertising executive Bruce Barton perfectly illustrates the mindset behind exploiting religious beliefs. Christianity in particular has been targeted by marketers because it is so deeply ingrained in American culture that it’s practically impossible to separate it from other cultural aspects like politics or consumerism.
One example of this can be seen in the rise of mega-churches. These massive institutions have sprung up across America over the last few decades as part of what some call “megachurch marketing.” Essentially, these churches operate more like businesses than traditional houses of worship – offering everything from coffee bars to rock concerts with Christian themes – all designed to attract new members and generate revenue.
“If evangelicalism was once known for its anti-institutional attitude, it no longer seems quite so rebellious when megachurches resemble shopping malls and their pastors take cues from top executives.”
Even outside the church walls, corporations have learned to harness religious beliefs to sell products. Everything from food packaging featuring Bible verses to insurance commercials targeting Christian families has been used as a marketing ploy.
Conclusion:In conclusion, there’s no denying that religion has become big business in America today. As our society continues down this path toward ever-greater commercialization of faith-based values, we must remember that true spirituality cannot be bought or sold – even if corporations would have us believe otherwise.
The Role of the Media
When it comes to influencing society, the media holds immense power. In his book “How Corporate America Invented Christian America”, Kevin M. Kruse highlights how corporate interests played a significant role in shaping American Christianity by using mass media to promote its values.
According to Kruse, influential corporations like General Motors and DuPont allied with prominent religious leaders during the 1930s and ’40s to pursue common goals. Together, they launched several campaigns through various mediums such as advertisements on magazines, radio programs, films that promoted conservative Christian value systems which eventually bear down heavily on American democracy’s growth prospects.
“The convergence of interests between big business and conservative evangelicals was not an accident; indeed, it was essential.”– Kevin M. Kruse
Kruse argues that these campaigns portrayed capitalism as the economic system sanctioned by God while denigrating New Deal liberalism as anti-Christ-like socialism. This message resonated deeply with Americans at the time since most viewed themselves as devout Christians who wished to preserve traditional family and moral values.
This collaboration initiated commercialization-type thinking within churches wherein pastors talked about consumers buying goodness rather than attaining salvation – all while continuing their endorsement deals for corporate products thereby infringing upon constitutional principles further.
“Religion wasn’t passive in this enterprise, ” writes Kruse, “nor did Capitalism simply sink into inevitable alignment with Protestant theology…Corporations consciously partnered with ministers.”
In conclusion, we realize how important the influence of capital can be affecting people&s viewing perspectives towards anything — particularly religion when put together correctly in times proving advantageous for powerful stakeholders but usually resulting deficient for others dependent on true freedom. We need to remain aware of what and how we allow such conditioning influences from altering the community’s perspective on different matters.
Creating a False Sense of Morality
In the 1950s, Corporate America and religious leaders joined forces to promote their shared interests. At that time, most Americans saw businessmen as greedy opportunists without morals in search of profits above all else. Meanwhile, Christianity lacked social influence and was struggling for relevance.
“The way business operates is very much like religion. There’s an orthodoxy you have to follow.” – Kevin Kruse
Corporate America saw in conservative Christians a chance to rebrand itself with Christian morality values. By aligning themselves with Christianity’s moral authority they could portray themselves trustworthy guardians of traditional American family values while deflecting from any criticism against corrupt practices such as greed and exploitation.
“During the merger between corporate capitalism and Christianity…corporate capitalists took over because they had much better resources than the Christians did… They take care of everything now” – Chris Hedges.
This collaboration led to a massive public relations campaign which portrayed businesses like Coca-Cola or General Electric as proponents of family life by associating them with wholesome images featuring babies’ portraits or churches trips.
The consequences were practically immediate:- An increase in religious attendance rates due mainly to blatant corporate propaganda spreading throughout Granada TVs nationwide under their new owners ABC Television Network
- A rise in people identifying as conservatives due largely thanks again partially within part through these messages- which made it so easy -or at least more convenient—to define themselves on political issues according solely off what ads had told them about brands!
This cynically crafty advertising strategy paid dividends; today, the religious right has become an essential voting block for Republicans. Business enjoys a secure position in American society while major issues such as climate change have been indefinitely postponed due to obstructive corporate lobbying and campaigns backed by leaders professing Christian values.
Some clear examples of this manufactured Christianity takeover include Hobby Lobby’s Supreme Court battle against providing contraception coverage or Chick-Fil-A’s CEO opposing gay marriage through his company donations explicitly because they don’t align with their brand’s ‘religious beliefs’.
“Corporations could no longer say things that were both responsible and true…people learned soon enough when corporations talked about responsibility, they meant PR”- Sir Peter Parker.
The creation of this false morality narrative perfectly serves big business interests by appropriating conservative Christians’ sincere moral convictions without anything resembling genuine conviction from those same members who often purchase products based on convenience rather than ideological reasons leading to more profits for these businesses.
Portraying Christianity as a Business
The book The Merchants of Faith: How Corporate America Invented Christian America written by historian and author Walter R. Hearn describes the bond between corporate America’s advertising tactics and how they used religion to sell products in post-World War II era.
“It wasn’t that an unholy alliance was formed then; it always is there, underwriting American life.”
The mindset behind utilizing marketing strategies to tempt people into purchasing a commodity or converting them into devotees isn’t new with modern times but has been prevalent for decades. The church began using commercial methods during the late 19th century when advertisements made their appearance in print publications. By portraying God as a businessman offering riches instead of salvation transformed people becoming customers.
In today’s culture, religious organizations use branding campaigns to attract larger audiences ranging from billboards on highways to inspirational speakers giving lectures on television networks.
“The great achievement of these merchants of faith after WWII lay not so much in creating new markets (as theologians and grassroots revivalists could) nor even in moralizing old ones (as fundamentalist churches had typically done). Rather it consisted more robustly…in limiting competition among market places already established”
Hearn makes us realize how Corporate Executives yearned public support through supposedly civic programs funded by businesses while neglecting many communities’ actual problems such as housing shortages or educational opportunities. It built this sensation regarding religion being efficacious at resolving ongoing issues affecting individuals’ daily lives rather than contributing funds towards progressive causes putting materialistic rewards over genuine actions producing considerable outcomes. The emergence of mega-churches can also be attributed – somewhat cynically – to business principles where preaching gospel become consumer-driven product values ensuring continual growth margin like profitability targets set up.”
The Emergence of Megachurches
One of the most notable changes that occurred in American Christianity around the 1970s was the emergence of megachurches. These are churches with a weekly attendance of over 2000 people, often characterized by modern architecture and state-of-the-art sound systems.
Megachurches have been associated with a more corporate approach to church management. As scholars Kevin Kruse and Julian Zelizer argued, “The evangelical embrace of free-market principles helped create what can now be deemed ‘corporate evangelicalism, ‘ which blended spirituality with business acumen”. This trend also resulted from the rise of suburbanization and middle-class culture in America during the post-World War II era.
“Megachurch is not an accurate term, ” said Warren Bird, director of research for Leadership Network, a nonprofit that supports innovative ministries. “It’s really multisite churches because they exist in many locations — sometimes hundreds.”
The most successful pastors at megachurches are seen as visionary leaders who innovatively apply marketing strategies to building their congregations. They employ sophisticated social media campaigns targeted towards specific groups such as millennials or families living within certain zip codes.
“These guys don’t see themselves just preaching on Sunday morning, “ said John Wofford Jr., senior vice-president at Ameriprise Financial Services (and a member at First Baptist Church Woodstock GA). “They’re running something like The Ritz-Carlton Hotels.”
The success enjoyed by large commercial brands such as McDonald’s or Coca-Cola served as inspiration for these religious leaders in terms of brand creation, customer acquisition planning and data analytics use case scenarios alike.This rampant corporatization has drawn criticism from some quarters. Critics argue that megachurches are more obsessed with numbers and presenting an image of success than they are with matters of spiritual growth.
Nevertheless, the emergence of large churches has brought positive effects, such as considerable efforts at outreach to marginalized groups in society through food aid programs or specialized ministries for those struggling with addiction.
Capitalizing on Religion
The invention of Christian America was a masterful stroke by corporate America, which capitalized on religion as a tool for profit. Historians trace the birth of modern corporation to the early 19th century when entrepreneurs created limited-liability companies that could amass large amounts of capital and shield their investors from personal liability.
In this new era, corporations began to wield considerable influence over government policy, shaping laws and regulations to facilitate their growth and protect their interests. One way they did this was to leverage religious sentiment in society by associating themselves with Christian values and morals.
“The rise of corporation marked the confluence between capitalism and Christianity, ” writes Kevin Kruse in his book “One Nation Under God.”
Starting from the mid-20th century, big business started supporting conservative political activism as part of a wider cultural backlash against progressive reforms such as those championed by liberals in the New Deal era. By partnering with right-wing religious leaders who shared their anti-government views, corporations helped build a powerful coalition that pushed for deregulation, tax cuts, privatization and other policies that favored corporate profits at the expense of workers’ rights or environmental protections.
This strategy culminated in Ronald Reagan’s presidency during which:- The Securities Exchange Commission relaxed its rules;
- The Supreme Court loosened restrictions on campaign contributions;
- The Department of Justice stopped enforcing antitrust laws;
- All these actions opened up fresh avenues for corporate power under the guise of promoting free market competition.
“The Religious Right provided evangelical voters for Republicans while Corporate America supplied them with vast sums of money.” says Jeff Sharlet in his book “The Family: The Secret Fundamentalism at the Heart of American Power.”
The alliance between big business and conservative Christianity reshaped America’s political landscape, recalibrated its moral compass, and intensified socio-economic inequality. Despite this reality, corporations continue to use religion as a marketing tool to boost sales while neglecting their social responsibility towards people’s welfare.
Emphasizing Prosperity over Faith
In the book, “How Corporate America Invented Christian America, ” Kevin Kruse highlights how corporate leaders in the mid-twentieth century promoted a version of Christianity that emphasized prosperity and economic growth over traditional religious values.
This shift towards the promotion of capitalism as a form of divine will had political ramifications. The marriage between big business and Christianity created an ideological alliance with conservative politicians, who were able to use religion as a way to rally voters behind their anti-tax and deregulation policies.
“The businessman who spends his weekends tramping through marshes or creeping up on trout is not likely to be much interested in saving souls.”
The above quote from William F. Buckley Jr., founder of National Review magazine, illustrates the type of thinking that prevailed during this time period. It was believed that making money was more important than spreading faith.
Shift away from Social Justice:Kruse notes how many churches altered their messaging under pressure from wealthy donors; focusing on personal salvation rather than social justice issues such as poverty reduction or improving conditions for workers.
A comment made by Kruse explaining why so-called urban hipsters embraced American-made clothing brands even though they may have nothing in common politically with rural conservatives like those at Carhartt“He discovers he has calluses again, but now his boots are by J.Crew instead of Red Wing”
This led to significant changes within some religious denominations where church teachings became focused on individual wealth accumulation while actively discouraging any discussion about collective responsibility and obligation towards others less fortunate. In conclusion…
Turning Christianity into a Brand
The relationship between Corporate America and Christian America has become increasingly apparent over the years. As corporations have grown in power, so too has their influence on religion.
In his book “The Gospel of Supply Side Jesus, ” author David R. Williams describes how corporate interests shaped modern Christianity: “Wealthy businessmen saw an opportunity to merge theological conservatism with economic conservatism…and transformed Christianity into just another marketing tool.”
“When you turn something as spiritual and personal as faith into brand identity, it becomes about consuming rather than believing.” – Jonathan Merritt
This intersection of religion and commerce is not new but can be traced back to the 1920s when certain religious groups began aligning themselves with big business.
In fact, many now-popular evangelicals like Billy Graham were used by corporations for promotional purposes through radio ads that included gospel messages alongside product pitches.
So what does this mean for modern Christianity?The result of these efforts was the creation of Christian consumers who could be marketed to and manipulated towards buying products based on a shared belief system.
Sadly, this trend continues today with megachurches functioning more like shopping malls than places of worship, complete with coffee shops and gift stores. This focus on branding reduces spiritual substance while increasing commercialization. Religion then loses its soulful context being sold much more akin to advertising copy sells items; without personally checking whether it provides any value or benefit at all beyond access updates from “big name pastors”. The disciples’ teachings disappear amid merchandising campaigns targeting devotees.
“Many times our churches are becoming businesses instead of places where people can receive help and ministry…”- Ken HutchersonOverall there remains arguments both against as well as in favor of this relationship, but the fact remains that it certainly has occurred. Many people argue against blending religion with marketing while others lend support to pave a more comfortable and convenient path for would-be disciples.
The Hypocrisy of Corporate America
Corporate America has been a driving force in the shaping of our society, politics and culture. Some would argue that they have also played an instrumental role in defining what it means to be American.
In his book “One Nation Under God: How Corporate America Invented Christian America”, Kevin Kruse argues this point quite persuasively by pointing out how corporations worked hand-in-hand with religious groups to promote Christianity as a unifying national ideology during the 1950s and beyond.
“The businessmen behind the National Prayer Breakfast seized upon religion’s emotional appeal and its potential to unite Americans, turning faith into yet another tool to sell piety and patriotism alongside Fords and Frigidaires.”
This corporate-backed effort sparked many changes including adding phrases like “under God” to the pledge of allegiance, changing paper money from ‘tiny portrait’ bills which featured Franklin and Lincoln on them within visuals referring to their ideas around liberty towards cash adorned by images which prominently feature angels or other religious imagery depicting family values instead.
The use of religiosity was instilled not just for promoting certain moral values but also instituting social conformity among those who propagate distinctly non-Christian views further forward. This way, businesses could prove themselves trustworthy while advancing policy goals through leveraging unspoken debates internally without needing lawmakers’ input publicly (citizens are skeptical) about legislation ever being pushed outward onto markets at large—something we’ve seen recently unfold regarding abortion rights cases across various states set against big-name companies offering countersignatures appealing towards women consumers concerned over losing control amidst these dramatic shifts geographically & politically today compared; again now almost two decades following calls emerged vocalized after day’s events ran aground September 11th all throughout follow- up terrorism-related struggles took place soon thereafter too quickly ramping back up years later.
It is clear that corporate America has always acted out of self-interest, leveraging religion only when it serves their purposes and discarding it at other times. The same hypocrisy can be seen in their approach towards social justice issues where they offer token support but fail to make meaningful changes or contribute directly to the causes they claim to champion
.Preaching One Thing, Practicing Another
One of the key issues in modern-day Christianity is preaching one thing but practicing another. Unfortunately, this issue has spilled over into our corporate world as well.
In “How Corporate America Invented Christian America”, Kevin M. Kruse argued that some corporate leaders used religion to further their political agenda. They tried to portray themselves and their companies as moral beacons for society when, in reality, they went against basic ethics by exploiting workers and engaging in greedy practices.
“The use of religious imagery and rhetoric turned out not just to reflect conservatism’s substantive priorities but to provide critical leverage on a series of procedural moves through which it pushed American politics decisively rightward.”
This phenomenon isn’t new – we see examples throughout history where powerful figures have manipulated people through their words rather than actions. However, juxtaposing faith and greed creates discord between what Christ stands for and what those who are using his name stand for.
To put simply: Christians aren’t always acting like Christians should act because corporations don’t always act ethically towards employees or within their communities. This contrast gives non-believers even less reason to trust either entities – if businesses view churches only as means of cultivating customers without truly instilling core values then how can we expect good results from these relationships?
“Their conviction was inseparably linked to the role that Christian crusading played—then as now—in advancing distinctly business-oriented policies: anti-labor measures (like “open shop” laws)… regressive taxes; weak regulatory oversight;
The bottom line? Christianity might work hand-in-hand with capitalism–but morality cannot be sidelined when seeking profit-driven agendas.
The Impact on Society
Corporate America has had a significant impact on the development of Christian America. The commodification and marketing strategies used by corporations to promote Christianity have created a consumerist approach to religion where faith is treated like any other product in the market.
This influence can be seen through the rise of mega-churches, prosperity gospel theology, and Christian bookstores that sell items promoting a specific version of Christianity that aligns with corporate values such as individualism, materialism, and capitalism.
The problem isn’t so much these entities making money off religious products; it’s how they’ve affected our conception of what we consider authentic faith.” – Jonathan Merritt
In addition, this linkage between corporate and religious ideologies has also fueled political movements towards conservatism. This connection has allowed for wealthy business owners to push their agendas using religious language while gaining support from conservative voters who are influenced by their shared beliefs about moral issues such as abortion or same-sex marriage.
This fusion of interests can be observed in instances when companies take advantage of legal loopholes related to tax breaks for charitable organizations. Wealthy individuals donate large sums to churches as part of their philanthropic efforts but some argue it serves only as another method for avoiding taxes rather than pure charity work.
“There’s something just fundamentally problematic about billionaire pastors taking millions out of cash-strapped black inner-city communities… It doesn’t really matter whether you’re Republican or Democrat at this point – if that doesn’t offend your sensibilities then I don’t know what will, ” – Anthea Butler
All things considered, Corporate America’s relationship with Christianity continues to shape social change today. As Christians struggle to navigate increasing polarization within politics and society more broadly, businesses must continue being mindful not only of how they profit, but also of the impact that their products and actions have on people’s lives.
Shaping the Political Landscape
Through their thorough research, Kevin Kruse and Julian Zelizer uncovered how corporate America played a significant role in shaping contemporary American Christianity. For instance, J.C Penney used scripture to market their products while David Mace Enterprises Inc., provided conservative Christian organizations’ guidebooks on “how-to” technique for raising funds during elections.
“The Republican Party depended heavily on evangelical volunteers to canvass neighborhoods, operate phone banks and staff polling places.”-Kevin Kruse
The commercial use of faith reflected anti-New Deal business interests, which worried that many Americans supported progressive policies or turning towards Planned Parenthood and trade unions as alternative forms of civic engagement violates traditional social values.
“Many businesses viewed an increased emphasis on religion as a way to fight both collectivism and government power more broadly… Big Business overwhelmingly funded conservatives who claimed that government had seized powers from individuals.” -Julian Zelizer
In light of these events, corporations utilized ads claiming to offer ‘Christian loans, ‘ distributing religious-themed comic books amongst others were tactics employed by Corporate America in imposing conformity among its employees. The result is what modern political scientists call structural pluralism: As citizens started associating their salvation with free-market capitalism – democratic values began becoming obsolete. This alliance between Corporate America and the Religious Right accelerated under Ronald Reagan’s dispensation – his administration took cues mainly from televangelists instead of policy analysts—which paved the way for fundamentalist Christians in championing legislation designed explicitly around religion.
” Televangelists allowed those voices direct access to large numbers of voters without having ever proven themselves within elected office or within Washington’s corridors of power.” -Kevin Kruse.
The collaboration between big businesses and fundamentalist Christianity confirms that religion indeed plays an instrumental role in the nation’s political realm. It is through this nexus of corporate America with the Religious Right, which allows cohesion among members in both organizations—such functionality ensures a smooth passage for particular policies only when it agrees unconditionally with their goal.
Dividing Communities
The idea of Christian America has long been used as a way to divide communities. By creating a false narrative about the history of this country, corporate leaders have taken advantage of religious divides in order to drive support for their own agendas.
“The myth that America is a Christian nation serves only to enable monoculturalism and division.”
One reason for this manipulation is money. As sociologist Kevin Kruse notes, “Christian free enterprise required an opponent just as surely as it required property rights and law and order.” By presenting liberalism (the political philosophy) as anti-Christian and therefore evil, corporations were able to justify policies such as deregulation, tax cuts on the wealthy, and union busting under the guise of protecting American values.
This false dichotomy has led to widespread suspicion and distrust among individuals with opposing worldviews. Conservative Christians view liberal policy initiatives like same-sex marriage or gun control legislation not only as wrong but also antithetical to Christianity itself. Conversely, more liberal people see conservative politics backed by religious groups using dog-whistle language associated with intolerance—words like “family values” conjure images which exclude minorities of all kinds—including LGBTQ folks—as part of society’s fundamental structures.
“Creating an imaginary Christian past provides cover for present-day objectives that stultify progress”
This divisive interpretation of religion also harms interfaith collaborations between different denominations within Christianity as well other faiths; they can become paralyzed over issues relating sex education curriculum controversies rather than focusing attention on larger humanistic concerns affecting them both—for example social justice or ecological sustainability– areas where diverse religious constituencies could leverage collective strength toward shared goals.
In truth there are no easy answers when it comes down climate change questions facing our species today nor how to bridge deeply held ideological divides. But one thing is clear: identifying true problems and the causes leading to them requires an honest accounting of what has contributed historically along with broader contemporary issues raised by people of religious faith in America today.
Frequently Asked Questions
How did Corporate America shape the image of Christianity in the United States?
Corporate America played a significant role in shaping the image of Christianity in the US by promoting an idea that religion and making profits go hand-in-hand. The concept attracted more people to embrace Christianity, creating a new market for corporations to sell their products. In essence, corporate leaders believed that depicting themselves as good Christians would attract loyal customers who valued these attributes.
What specific tactics did Corporate America use to promote Christianity in the US?
To effectively promote Christianity, Corporate America adopted several strategies such as sponsoring religious programs on TV or radio channels and financing Christian magazines, among other publications. They also supported political groups with visible religious affiliations while using celebrities to share testimonies about how faith had transformed them positively. Additionally, some companies created events specifically aimed at attracting devout followers looking for quality family experiences during holidays like Christmas celebrations.
How did the relationship between Corporate America and Christianity evolve over time?
The relationship between Corporate America and Christianity changed over time from being discreetly supportive to explicitly embracing evangelicals’ cause. During business-driven conservatism’s emergence in American politics during President Reagan’s administration (1980-88), many multinational firms found common ground with evangelical conservatives on social issues like abortion rights, calling it one way of preserving moral values associated with strong families at workplaces.
What impact did Corporate America’s influence on Christianity have on American culture and society?
The union between Corporate America and the claims of moral values contributed to a shift from grassroots advocacy – human rights, liberation theology, alternative religious movements espousing communal living in harmony with nature. It opened up a space not common before for profit-making framework that served as an extension of Christian governance philosophy taking advantage of faith rhetoric while discouraging social criticism using religion but most known for advocating economic freedom