Subject Description: Religions of the World, Marketing, and International Business
Is the humanity religious?
How does religion influence in international marketing and global business?
This question is difficult to answer, mainly due to two reasons. First; it is hard to know exactly the number of people practising each religion (lack of official data in many countries, religion in China), and secondly because the answer to this question will vary much if the response is from a European, an Asian, an American, or an African. Nor will it be the same answer for a Buddhist or a Muslim, or an Agnostic.
Perhaps the most serious and reliable statistical study of religion in the World is the Pew Research Report. According to this analysis, nearly 6,000
millions of people worldwide, (84% of humanity) states belongs to some religious affiliation, with an average age of twenty-eight years. While 16%, about 1,000
millions of people, have no religious affiliation.
An estimated 32 % of humanity, some 2,200 millions of people, are Christian (besides being the most globalised religion, and the average age of all the Christians is thirty years), 23% is Muslim (1,600 million with a presence mainly in Asia and Africa. The average age of twenty-three years), 15% is Hindu (average age of twenty-six years) and 7% Buddhist (average age of thirty-four years). Furthermore, 73 % of humanity lives in countries where their religious group constitutes the majority of the population.
The Asia-Pacific region has three characteristics from the religious point of view:
Europe and America, are predominantly Christian areas (Catholicism, Protestantism, and Orthodoxy) Although from the business we must take into account the crucial role of the Jewish community in the United States.
These final data should make us reflect on the need to include the “religious variable” in our international marketing strategies.
Project Global Ethics and Business