Norman Ralph

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.