Sex Shops, Hot Dogs, and Own Taxis: The Crazy and Profitable Businesses of the Evangelists in Brazil

In Brazil, evangelical Christians are increasingly shaping both political and economic landscapes through their distinctive lifestyle choices and business ventures. From sex shops to branded clothing lines and even a taxi service tailored for believers, these enterprises reflect a growing influence of the faith within the country’s largest population. With over 50 million adherents, equivalent to Spain's entire population, the evangelical movement has become a formidable force, particularly among Protestant denominations such as Pentecostal and neo-Pentecostal churches. The expansion of this religious presence is evident in the sheer number of churches, many of which dot the landscape, especially in densely populated urban areas. These congregations have evolved beyond mere places of worship into hubs of community activity, influencing local economies and politics. Political candidates often seek the support of evangelical leaders, recognizing their sway over voters. This dynamic has led to a situation where public displays of piety, such as overt declarations of faith, have become essential for political survival. Economically, the evangelical sector is expanding rapidly, with businesses catering specifically to the needs and values of its followers. This includes everything from food establishments offering meals aligned with Christian dietary principles to fashion brands designed with religious themes. One notable example is the app Com Deus, which functions similarly to Uber but serves the evangelical community, emphasizing convenience and spiritual alignment. Another striking venture is La Bem Amada, a sex shop located in São Paulo that positions itself as a safe space for exploring intimacy while maintaining adherence to Christian values. The store offers products like flavored lubricants, but explicitly avoids items that promote individual pleasure at the expense of relationships. Adriana Araujo, owner of La Bem Amada, explains that her motivation stems from observing shared insecurities among women who identify with Christian teachings. She emphasizes the importance of supporting marriages and helping women embrace their sexuality responsibly, without guilt or shame. Her approach reflects a broader trend within the evangelical community, where consumer goods are marketed with a clear emphasis on aligning with religious beliefs. This phenomenon mirrors other segmented markets in Brazil, such as Black money targeting the Afro-Brazilian community and Pink money aimed at the LGBTQIA+ population. According to anthropologist Livia Reis, the market for evangelical goods is well-established, driven by the principles of neoliberalism, where almost anything can be commodified. This perspective underscores how deeply integrated religion has become into everyday life and commerce. The rise of evangelical wealth and influence is further highlighted by the fact that many church leaders are affluent entrepreneurs, owning companies and media outlets. They also hold significant political power, with many serving as lawmakers or advising government officials. Unlike the Catholic Church, which traditionally views wealth as a potential source of sin, evangelical communities often see prosperity as a divine blessing, encouraging personal effort and enterprise. This economic model is supported by practices such as tithing, where members contribute 10% of their income to their churches, viewing it as an investment in their spiritual lives. The result is a self-sustaining network of businesses and institutions that cater exclusively to the evangelical community, reinforcing its autonomy and resilience. Despite the growth, there remain challenges and debates within the community regarding the extent to which commercialization conflicts with core religious values. Nonetheless, the integration of faith into daily life continues to expand, creating a unique cultural and economic identity that is increasingly difficult to ignore.