children are no longer socialised into faith so can choose what to believe leading to individual consumerism where people can pick and mix a range of belifes to fit their interests
US has never had a religious monopoly because church and state are separate = health religious market, but Europe has had an official state religion so restricted supply = decline in religion
They found that the more a country spends on welfare the lower the level of religious participation. They also claim that although states provide increasing provision, it will not mean the end of religion completely.
religious diversity but low religious participation (goes against Free Market theory) but has a more generous welfare state (supporting existential security theory)