Holy Smoke: how would you sell Christianity? with Rory Sutherland

In this episode of Holy Smoke, host Damien Thompson explores the future of Christianity in the UK with advertising guru Rory Sutherland, following the enthronement of the first female Archbishop of Canterbury, Sarah Mullally. The conversation pivots on how churches might re-engage a skeptical public by adopting marketing principles—such as creating low-pressure, non-intrusive environments, shortening sermons, and experimenting with service timing. Sutherland draws parallels between religious practice and advertising, arguing that religion functions as a 'trust mechanism' and that disciplined rituals can foster personal success. He highlights the success of evangelical churches and institutions like Holy Trinity Brompton, which use franchise-like models to grow sustainably. The discussion also touches on the psychological benefits of religious observance, the counterintuitive value of short sermons, and the importance of respecting introverts’ need for space and anonymity in worship. Ultimately, the episode suggests that to survive in a secular age, the Church must embrace the same strategic, human-centered design principles that drive modern marketing.