Best of the Spectator Holy Smoke: why religious societies succeed – with Rory Sutherland
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Dec 16, 2025 
Rory Sutherland, vice chairman of Ogilvy UK and a keen observer of human behavior, delves into the surprising advantages that religious communities can offer. He discusses how belief systems shape consumer choices, drawing fascinating comparisons between Mormons and secular scientists. Sutherland explores the Protestant work ethic, Quaker business practices, and even modern churches' marketing strategies. He argues that spiritual identities influence consumer behaviors and suggests innovative service formats for churches to attract younger audiences.
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Religions Can Create Competitive Advantages
- Religious communities can produce measurable social advantages like trust, discipline and cooperation that help them outperform secular groups.
- Rory Sutherland and Robert Trivers argue Mormons or Quakers would likely flourish more than a group of academics on an island.
Protestant Belief Shaped Capitalist Behavior
- Weber's Protestant ethic linked assurance of salvation to industrious, reinvestment behaviour that fuelled capitalism.
- Material success acted as a sign of election, encouraging disciplined economic activity beyond theology.
Quaker Trust Lowered Business Friction
- Quakerism produced disproportionately successful businesses due to trust, resistance to ostentation and social purpose.
- These features reduced transaction costs and made Quaker firms reliable partners for outsiders.