NEW YORK -- In conjunction with their latest boook, futurists Marian Salzman, executive vice president, chief marketing officer of JWT Worldwide, and Ira Matathia, managing partner of brand consultancy NoFormula, pinpoint key religious trends that will define America in 2007.

"When there's uncertainty of any sort, there's a reflex to turn to religion," says brand guru Matathia, co-author of Next Now (Palgrave Macmillan, December 2006). "A turn toward serious religious faith is certainly a byproduct of the mind and mood of America today."

Marian Salzman and Ira Matathia

Religion will continue to stir the culture wars, notes Salzman, one of the world's leading trendspotters: "The debate about the interplay between politics, religion and the economy will be the next cultural crescendo as people worry about keeping them separate -- or not," she says.

Among the religious trends outlined in Next Now:

• Greetings From Ave Maria: America is living out a values-based culture war, and people will continue to use religion to define where and how they live. One example of this is Ave Maria in Florida, a development set to open in 2007. Established by Domino's Pizza Founder Tom Monaghan, the community will be centered around a Catholic University, with its residents living together under strict Catholic principles.

• Adam and Steve Go to Church: We're seeing the trend of "us vs. them," dividing not just denominations but also congregations and even households. One of the most divisive fronts of the culture war is the battle over gay rights, civil unions and the definition of marriage.

• Jesus Rocks: Chart-topping tracks such as Switchfoot's "Meant to Live" are a testament to the mainstream appeal of Christian rock. Bands like P.O.D. and Evanescence also blur the line between Christian praise and secular craze. 2007 will see more bands make the crossover, capitalizing on the appeal of a wholesome image and lyrics that carry a message.

• The Blurring of Church and State: Increasingly, American social order will be defined in terms that walk the line between God and country. Thomas Jefferson's wall between church and state is becoming more fragile as schools block the teaching of evolution while, on the other side, the inclusion of "under God" in the Pledge of Allegiance spurs debate.

• Religion as Big Business: More Americans are turning to the commercial arena as a place to express personal beliefs and attitudes, even a higher purpose. And with religion on the rise, the market for products with religious overtones is booming. As The Economist points out, churches serve as built-in distribution channels and congregations as word-of-mouth promoters. Companies that embrace these consumers, such as Chick-fil-A, will find they are supported by a devoted demographic.

• Sponsored Houses of Worship: In late November, Chrysler sponsored Patti LaBelle's 14-city tour of urban mega-churches. Watch as more churches and religious events secure grand-scale sponsorship deals from big businesses looking to secure their brand identities in the hearts and minds of the country's congregations.

• Muslim Consumers Find Their Voice: American Muslims represent a sizable demographic -- as big as the population of Michigan -- and as consumers, they are steadily gainingg clout. More retailers will start catering to growing demand for everything from high-fashion abayas to halal meat.

About Next Now: Trends for the Future

Marian Salzman and Ira Matathia slow the world's ever-accelerating spin just long enough to explore how technology and globalization are shaping the near future and to connect the dots between international forces and our day-to-day lives. The book holds up a cultural mirror that allows readers to better understand their own attitudes, anxieties and aspirations. Based on intensive research as well as the authors' global business experiences, Next Now offers up some surprising insights into everything from work to sex to home and family life for anyone who wants to know where the world is headed.

About the Authors

Marian Salzman, one of the world's leading trendspotters, is also co-author of The Future of Men, Buzz: Harness the Power of InfluenceandCreate Demand and Next: Trends for the Near Future (all co-authored with Ira Matathia) and seven other nonfiction titles published over 20 years. She is executive vice president, chief marketing officer, JWT Worldwide, and previously held positions as chief strategic officer of Euro RSCG Worldwide and creator of TBWA International's Department of the Future, headquartered in the Netherlands. Salzman is a TV regular, has presented on CNBC Europe and is best known for popularizing such words (and the trends they represent) as "wigger," "singleton" and, most recently, "metrosexual."

Ira Matathia has led some of the world's most significant advertising agencies, as president of Chiat\Day offices in Toronto and New York. Over the last decade, he has managed a range of trend and strategic consultancies, including Chiat\Day's Department of the Future, Y&R's Brand Futures Group (Intelligence Factory) and Euro RSCG's buzz@eurorscg. His current position as managing partner of NoFormula Ltd. is a collaboration with former strategic colleagues at Euro RSCG. He is also co-author (with Marian Salzman) of The Future of Men and Next.

About NoFormula

NoFormula, based in New York, and London, advises clients on global brand development, brand architecture and evolution, target identification and profiling, portfolio management strategy, and qualitative and quantitative strategic research. Its offer is "better strategy faster," based on the expertise of its founding managing partners.

About JWT

JWT's heritage of brand-building excellence extends back to 1864, making it the world's oldest advertising agency brand. In 1939, JWT pioneered the first national consumer research panel. In 1988, it created the first research study of consumer lifestyles, "Life Stages." JWT believes in being anthropologists first, advertising people second. JWT, which celebrates its 142nd anniversary this year, ranks as the largest advertising agency brand in the United States and as the fourth largest full-service network in the world. Its parent company is WPP (NASDAQ: WPPGY).

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