Project abstract

The number of young Australians who identify themselves as members of a traditional Christian church is dropping, despite the fact that many consider themselves to be "spiritual". This is causing a crisis among the leading established churches, who risk becoming irrelevant in the future. However, the smaller churches that seem to be actually increasing their membership are using blatant marketing techniques in order to connect with the consumer-savvy Generation Y. The question for the big churches is, is this the way of the future: should faith be branded and marketed like any other product?