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I was originally trained in the anthropology of religion and did my first fieldwork in Papua New Guinea, studying a Melanesian people’s ritual and religious life and trying to understand their sense of the sacred. The work I’ve carried out the last eighteen years as a business consultant studying consumer culture has turned out to be not so very different from my previous work. This may give people in both anthropology and advertising pause, but to me, and to other commentators, consumer culture is often a search for meaning, not merely a search for material comfort or fun or pleasure or status or an attempt to satisfy basic necessity. The next thought may also give pause: that the search for meaning is often a search for the sense of the sacred in the everyday―the everyday product, the everyday activity. In categories as varied as pet food, bicycles, credit card use, food, and electronics, the successful product or brand often gives people a sense of what can only be described as the sacred in the everyday. This sense is a strong emotional benefit for consumers, the creation and evocation of which is an important objective of the rituals and routines that surround product usage. This emotional Page 1 of 10

Everyday things: an anthropologist’s take on emotion and the sense of the sacred in consumer rituals