ABSTRACT
The voice of spirituality, beyond religion, is being heard more and more in modern society. Our generation, exemplified by Millennials, brings the nonmaterialistic approach to the world of business and the mundane. Although advertising is being perceived as one of the most materialistic industries which idolize “the bottom line,” there is a growing need for a deeper understanding of how spirituality and advertising might co-exist or even be fused into one. This chapter is divided into three main sections. The first section introduces the upcoming research field of spirituality and advertising, which includes the importance of the topic, the definition of spirituality beyond religion, and a survey of past and current research. The second section takes a deeper, macro-level approach in explaining why an authentic infusion of spirituality into the core of advertising and business possibly could build a true connection between consumers and advertisers/companies. While discussing some of the current problems in advertising, human trust, the notion of desire, and some social developments, this section offers a unique blend of insights that allows the fusion between spirituality and advertising. Finally, the third section concludes from the first two sections and presents a continued platform for future research, while considering ethical issues in the study of spirituality and advertising. Examples are intertwined throughout the chapter.
