Norman Ralph

Ever since I wrote this article about building an atheist brand back in 2009, and especially following Dan Bye’s comments on the piece, there has been a nagging thought at the back of mind that I have been trying desperately to work out. Namely, what is it that atheist can actually offer under some sort of brand? Is there a service or product that exists that can be commercialised and marketed? These two questions have gone unanswered for the last year and this has obviously weakened my position on this subject. A subject that I still fundamentally see as being central to the progression of a non-religious world view into the popular psyche.

In October of this year, I had the pleasure of being able to attend an audience with the Harvard University humanist chaplain, Greg Epstein, hosted by the British Humanist Association at the Bishopsgate Institute in London. Greg delivered a short lecture on his career to date, focusing primarily on how he became the humanist chaplain at Harvard and then what his ambition was for the humanist brand in the coming years. His views were very similar to mine in that we both feel very strongly that there is a product that non-religious people can market and that product is humanism. Greg felt that there was enough contained within a humanist world view to be able to successfully market its ideas and, ultimately its services, to a very wide audience.

Admittedly, Greg’s idea of humanism is a modern one. It centres around the need to develop a firm and widely accepted philosophy of humanism that can be used to build a formal world view, accepted in general (if not every aspect) by the majority of humanists. Whilst many self-confessed humanists may say that this philosophy exists, it is evident from the relatively wide cross section of humanists I have spoken to about this that actually this is not the case. There is a certain aversion, particularly amongst traditional humanists, to the development of a central philosophy, and what that means practically. This can probably be put down to the route to humanism that many of these traditionalists took, i.e. they chose humanism as an antidote to religion for whatever reason. However, in order to market the idea of humanism and grow its market share, this aversion needs to be overcome.

How do we do this? How do we help make sure that over the next ten years we can really build up the brand of humanism and make sure that those that are not religious say so, and even go as far as unifying the non-religious under one brand umbrella? The current campaign to get non-religious to be made into an answer on the next UK census is one way. The work of young, trendy, rock stars of humanism such as Greg Epstein and Brian Cox is another. A third option is the work and campaigning by organisations such as the BHA in building the profile of humanism. Personally, I would like to see a combination of those factors being used to really market humanism and its world view at young people. This may sound controversial, similar to the practices of some religions in targeting children. However, I mean young people, those in their late teens and early twenties that are naturally looking for world views to subscribe to and who have the tools to be able to rationally choose which one best fits their outlook, ambitions and personality. Work is currently being done in the UK to try and achieve this, organisations such as the AHS are trying to unite and encourage student groups to discuss and debate the very issues I am writing about here. The Chris Worfolk Foundation is another organisation that is trying to engage with young people. The CWF has more practical activities as its main focus, mainly involving volunteering and community work.

The final question is what can we do about this? Personally, I think the answer is a relatively simple one. Contribute. Contribute by calling yourself a humanist. Contribute by acting like a humanist. Contribute by supporting your local and national groups – whichever one best fills your needs. The more people do the following, the more obvious the link between humanists as people and humanism the world view will become. I strongly feel that this organic development will lead to the singularity that will allow a humanist brand to be launched more formally.

At Chris and Tom’s flat-warming party on Friday night I was involved in debating a variety of subjects centred on atheism and my recent post about branding and marketing a national organisation to represent atheists. One of the main criticisms that have arisen from my treatment of the subject is that by defining and then commercialising the atheist position then the outcome will be a form of religious atheism.

On mention of this I railed and started to form an argument against this outcome. It is almost universally accepted that a religious atheism is bad and should be guarded against completely. A view I have long shared. A religious atheism conjures up images of Dawkins/Darwin/Russell/”insert leading atheist figure here” worship, it implies a removal of rational thought and scepticism, and it makes most atheists fly into a long winded and well rehearsed defence of the irreligiousness of the atheist world view.

Why this instant defence though? What is it about combining religion and atheism that worries atheists? The debates I was involved in on Friday got me thinking quite deeply on this subject and I struggle to find a real and rational explanation.

My immediate reaction is to claim that the main features of religion, i.e. worship, ritual and faith, have no place in an atheist’s world view. I agree that the common themes of the Abrahamic religions and many of the Eastern religions are contrary to the scientific, rational approach of many atheists. However, religion is not defined by its practices. In fact, defining religion is an incredibly challenging and possibly fruitless task.

According to Clifford Geertz (pictured left), religion is merely a cultural system whilst a dictionary definition reads “a set of beliefs concerning the cause, nature, and purpose of the universe.” Whilst there are a great many other definitions for religion, the fact that these definitions exist mean that religion is not dependent on faith in superhuman deities, miracles or any of the other elements that atheists abhor about the idea of religion. I would suggest that actually, the parts of religion that are common throughout all definitions, e.g. community, cultural identity, shared goals, common purpose are the exact qualities I alluded to in my article on a way of living as atheists and humanists.

Building on this premise it is logical to suggest that an atheist religion is not the oxymoron you would first assume and actually leads to a better understanding of what people find most attractive about the established religions. It is not a great leap to say that many people do not claim to be religious because they firmly believe in the ideology of their chosen religion but find that the religion offers the community support, cultural identity, shared goals and common purpose they require. Why can an atheist organisation not offer a similar service?

The downside to a religious atheism is that while it would probably attract new people there are a great many current atheists that would find the idea unpalatable. This is clearly a problem in a time when it is hard enough to unite atheists over an issue. The only way to clear this obstacle is to go back to the idea of building a brand. The need to clearly position an atheist religion in such a way as to maximise its impact on the general public whilst maintaining its current supporter base is clear and would require the most delicate handling. This is not an easy task and is likely the stumbling block that would prevent such a movement taking off. However, this should not be a deterrent. An atheist religion is not the bad idea that most atheists make out and perhaps should not be dismissed as readily as it currently is.

Since leaving university and stepping down from my positions with the AHS and Leeds Atheist Society I have had quite a bit of free time on my hands, much of which has been spent looking at new ways of developing a national identity for atheists.

I don’t know how many of you will have ever tried looking at how many different groups exist for atheists and the seemingly endless associated groups, humanists, secularists, brights, freethinkers, rationalists, sceptics etc, but there are a lot. Almost every conceivable name and wordplay related to atheism, humanism, secularism etc has been used and there is a group set up. However, the majority of these groups have relatively low numbers and small areas of influence. In fact with the exception of the British Humanist Association and National Secular Society, these groups receive little to no national attention.

I think this is a problem. I think it is perhaps a greater problem, however, that there is no unified group representing all non-religious people. Whilst it is true that no two atheists (and I will use atheist from now on as an umbrella term for anyone who describes themselves as non-religious) have the same desires, ambitions or even world views, they do tend to exhibit broadly similar political and ethical views. These views should be expressed to decision makers, politicians and commercial leaders. Atheists should have a national voice that should be listened to.

Having spent some time with the BHA I can report that they do sterling work in the name of humanism and the NSS, likewise for secularism but they don’t represent enough people. Their image is not attractive to young atheists, for example, and their membership demographics highlight this. There is a need for a unifying brand to be created and heavily marketed. The most difficult thing for atheists to grasp at the moment seems to be the need to start running an organised, national atheist centred organisation that represents everyone, regardless of the name they call themselves. Moreover, this organisation needs to be run like a business.

The more time I spend delving into local and regional groups, and even some of the larger national groups, is the feeling that they are not meant to be attracting new faces, finding new blood. What is more depressing is the fact that the large organisations do not have the resources or, seemingly, the desire to recruit and retain members.

In order to develop the kind of business, the kind of brand that I have alluded to above, requires a rethink of how atheist organisations should approach marketing, recruitment and ultimately their basic business model. People in today’s world are consumers. We consume everything. We should start appreciating this fact and begin to treat members and potential members like customers and potential customers respectively. If atheist organisations approached recruitment like a service brand approaches their customer base I believe they would be far more successful.

These organisations need to start marketing themselves not as a luxury, discretionary purchase such as a large screen TV or an expensive tailor made holiday, but an essential! Once you have started to change people’s minds about how essential their worldview is to their lives then you can start to turn your customers into fans. Brand loyalty is something that the religious organisations have built up and the strength of this loyalty is stronger than that of household names like Coca-Cola and Sky. Atheists should be aiming for that kind of loyalty.

This kind of loyalty can only be developed if atheists stop thinking of themselves as idealists and start thinking of themselves as offering a service, a product.

I am using this site less and less to update the blogosphere of my daily activities, so I think a change of direction is necessary to make sure that this site doesn’t become a ghost town.

I haven’t blogged in a while so i will just bring everyone up to date:

1) I have had to take some time out from my studies to address a few situations, namely my finances. This credit crunch is a real bitch. Sidetracking slightly, why is it a credit crunch exactly? What’s crunching?

2) As a result of my sabbatical from university, I have had to step down from my roles within both the AHS and Leeds Atheist Society. This was a massive disappointment for me as long term readers will be aware I have been involved with both organisation since their inception. I hope to contine playing a role in some sort of capacity, even if just as a regular old member. The main issue being my need to give the leadership room to develop their own style and direction.

3) I have gone full time with my job at O2. I am now a performance adviser and basically I do the same job, with more responsibility for no extra reward. Well I technically get increased job satisfaction and a job i enjoy most of the time, but not exactly going to make a dent in the old finances!

4) I have moved in with Liz, just the two of us, into a nice little cottage in the Seacroft area of Leeds. It is one of the original village buildings from before they added all the council estates that now mean that Seacroft is a suburb of Leeds rather than its own little village.

5) As a result of the above, I have less than I used to to write about on here, hence the need for a wholsesale change in direction.

I would like to start concentrating on developing a few ideas I have for essays and the like on my particular subjects of choice, i.e. management, secularism, atheism and humanism. Some of this blog is going to get dedicated to that and related stuff, like pics, tweets etc. I also think I am going to put some more syndications on here, sharing posts and ideas by other atheist writers, bloggers and speakers.

I have also started thinking recently about whether there is scope to get more involved in actually devleoping the atheist movement into one that makes a real difference. Chris has focussed in on Humanist Action Group and is working towards turning that into a real charity. Whilst I could piggy back on to that, I wonder whether I could ever really make a difference. My areas of interest is with young people, I think it with this group that real difference can be made. I used to do a lot of work with Lancashire County Council and their youth and community section. I was involved in a number of youth participation programmes too. I also wonder whether I could use some of my contacts in parliament to do soemthing with lobbying and maje a difference that way.

Well as you can see, there are a number of directions this blog could take. I don’t know yet which one I fancy, or which one will come to fruition. Maybe inspiration will hit me, or maybe I will try all of them until I get one that works!