
The book is now available for purchase.

The book is now available for purchase.
by Melissa Grim
Last year, Coke brought some laughter and joy to a region that has seen more than its share of conflict when it installed two Small World Machines in New Delhi, India, and Lahore, Pakistan.
Long separated by a border that has seen a number of wars and religiously charged rhetoric, ordinary Indians and Pakistanis were able to use the machines’ live video feeds and large 3D touch screens to speak to and even “touch” the person on the other side.
As a three-minute advertisement by Coca-Cola shows, suspicions dropped away as people from opposite sides of the border who had never met exchanged peace signs, touched hands, and even danced together. (Coke’s YouTube video has over 4.3 million views.)
The idea came about as Coke, which already has a strong market share in India, was looking to increase sales in Pakistan. But instead of addressing both nations as separate markets, the company decided to treat the two countries as one after its teams on the ground said that Indians and Pakistanis were open to more dialogue and communication. This ultimately led to the Small World Machines and the coming together of people of different faiths divided by a history of mistrust and violence
The project required months of extensive cooperation between company teams in India and Pakistan who, ironically, only met “in person” when the Small World Machines went live. Technological issues and even security threats caused delays. But in March 2013, the machines went live in two popular shopping malls, allowing over 100 participants to meet and interact with someone on the other side of one of the most heavily guarded borders in the world.
Coca-Cola’s global creative director said the idea behind the campaign was about “creating stories around shared experiences” in a way that “goes back to the roots of Coke as a brand that started at a soda fountain – itself a communal experience.” With this goal in mind, Coca-Cola asked ad agency Leo Burnett to find “new, open-hearted ways for people to come together, while highlighting the power of happiness.” Thinking of a way to show the positive role a brand can play in society, the Leo Burnett agency developed the idea of the Small World Machines. However, the technology did not yet exist for web camera communication where people at one machine could interact with those at another as if they were merely separated by a piece of glass. This led Leo Burnett to create innovative new technology that simulates this in-person experience.
While some have been skeptical that Coca-Cola’s campaign will have any long-term impact on relations between India and Pakistan, the company believes the campaign is a step in the right direction. Coke also plans to bring the Small World Machines to other nations to help bridge other conflicts. Jackie Jantos, Coke’s Global Creative Director, said that the positive reaction to the campaign shows that listening to the market’s desire for increased positivity and connectivity was the right move. “It was wonderful to have our teams validate that this was the time for this message,” she said, adding: “Waving hello to someone in a land that is not so far away, but feels like it, was amazing.”,
* This is the first in a series of case studies highlighting how companies – in their core business activities – can help reduce religious and cultural tensions, increase social understanding, and promote peace. This case study does not imply an endorsement of Coca-Cola or it’s products. The Religious Freedom & Business Foundation has no tie to the Coca-Cola company.

Brian Grim and Pasquale Annicchino will be speaking at the event titled Sacred and Secular Varieties of Secularism and International Religious Freedom from the Perspectives of Comparative Law, International Law and Foreign Policy.
Annicchino will speak on 23 June 17, 2014, presenting his article “Is the European Union Joining the International Religious Freedom Bandwagon?” under the panel of Religion and Foreign Policy – Emerging Trends. He will also chair a panel June 24 on International Law and Foreign Affairs – European Perspectives. Annicchino will be representing the European University Institute, Florence.
Grim will speak on 25 June, presenting his journal article “Religious Freedom’s Link to Economic Growth,” under the panel of Religion, Business and Foreign Policy. Grim represents the Religious Freedom & Business Foundation.
Full program here.
PRESS RELEASE: June 16Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, has invited Religious Freedom & Business Foundation President Brian Grim to become a Member of the World Economic Forum’s Global Agenda Council on the Role of Faith for 2014-2016. (See Grim’s articles at the Global Agenda Council.)
The focus of the Global Agenda Council on the Role of Faith in the upcoming term will be to raise awareness of the unique added value of faith by identifying and developing the main pillars of an informational program on how to leverage socio-cultural, cross-faith and religious engagement for conflict prevention and conflict transformation.
This effort will be targeted to two sets of stakeholders:
(1) Countries/public authority (e.g., countries experiencing recent phenomena of immigration; countries with internal conflicts and/or restrictions on freedom of beliefs/religion); and
(2) International companies and professionals, particularly those working in emerging markets and conflict affected regions.
Established in 2008, the Network of Global Agenda Councils is an invitation-only knowledge network that serves as an international brain trust to the World Economic Forum and the world at large.The Network gives its Members a unique platform to support the Forum’s vision to better understand and catalyze global, regional and industry transformation.
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Grim & Seiple
In order to enhance the breadth of both institutions and discover new synergies and efficiencies, IGE and RFBF agreed to work together in good faith to expand existing programs and initiatives as well as create new ones. Potential areas of collaboration include, but are not limited to: A certificate program on international religious freedom promotion and socially responsible global business, offered in conjunction with one or more respected business schools; special issues of The Review of Faith & International Affairs (RFIA) on select themes; and, film documentaries of success stories of businesses that have made a difference for religious freedom.
“I greatly respect the work of my colleague and friend, Brian Grim. I look forward to deepening our working relationship through this MOU. Our organizations share a commitment to freedom of conscience or belief and track record of practical and mutually reinforcing innovation in this field,” commented Seiple following the signing of the MOU.
Formalizing such a partnership is a natural extension of existing synergies. Grim and the RFBF provide the quantitative metrics while Seiple and IGE provide the qualitative experiences. In addition to the formal partnership between the two institutions, Dr. Seiple also serves on Dr. Grim’s Board of Directors. Grim is a member of the Religion and Foreign Policy Working Group, through the Federal Advisory Committee initiated by Secretary Clinton, of which Dr. Seiple serves as Senior Advisor. Grim was also recently invited to join the World Economic Forum’s Council on the Role of Faith where Dr. Seiple serves as Chair.
Grim at UK Parliament
The briefing was open to Members of Parliament and the public. Lord Alton of Liverpool hosted the event at 11:00 AM, Committee Room 3A. The briefing follows the June 9 launch of the new website of the All-Party Parliamentary Group (APPG) on International Religious Freedom.
Brian J. Grim is an author of the study, President of the RF&B Foundationand researcher on the economics working group of Georgetown University’s Religious Freedom Project. Grim is also a member of the World Economic Forum’s Global Agenda Council on the Role of Faith for 2014-2016.
British Parliamentary briefing on the study on June 10!
As the world navigates away from years of poor economic performance, religious freedom may be an unrecognized asset to economic recovery and growth, according to this new study. The study examines and finds a positive relationship between religious freedom and ten of the twelve pillars of global competitiveness, as measured by the World Economic Forum’s Global Competitiveness Index (see example in chart).
The study, however, goes beyond simple correlations by empirically testing and finding the tandem effects of government restrictions on religion and social hostilities involving religion (as measured by the Pew Research Center) to be detrimental to economic growth while controlling for 23 other theoretical, economic, political, social, and demographic factors.
The new study also furthers previous work in the field, including
The Price of Freedom Denied (by Brian Grim & Roger Finke, Cambridge, 2011). Grim & Finke’s research showed that religious freedom is a key ingredient to peace and stability, as measured by the absence of violent religious persecution and conflict. This is particularly important for business because where stability exists, there is more opportunity to invest and conduct normal and predictable business operations, especially in emerging and new markets.
The new study observes that religious hostilities and restrictions create climates that can drive away local and foreign investment, undermine sustainable development, and disrupt huge sectors of economies. Such has occurred in the ongoing cycle of religious regulation and hostilities in Egypt, which has adversely affected the tourism industry, among other sectors. Perhaps most significant for future economic growth, the study notes that young entrepreneurs are pushed to take their talents elsewhere due to the instability associated with high and rising religious restrictions and hostilities.
Religious freedom when respected within a company can also directly benefit the bottom line. This includes both improved morale and lower costs. For instance, the clothing retailer Abercrombie & Fitch fought and lost a religious discrimination case in 2013 related to firing a Muslim stock girl for wearing a scarf in violation of the company’s dress code. The case resulted not only in substantial legal costs but also in negative national publicity.
Moreover, freedom of religion or belief is a human right protected in numerous treaties and agreements, including the UN’s Universal Declaration of Human Rights. The study suggests that businesses may gain a competitive advantage by meeting the expectations of stakeholders who are increasingly demanding that companies play a positive role in addressing issues of social concern and fairness.
The study’s findings are timely given the rising tide of restrictions on religious freedom documented by Pew Research, showing that 76% of the world’s people currently live with high religious restrictions or hostilities. And the findings are especially relevant because the research shows that the largest markets for potential growth are in countries where religious freedom is highly restricted – casting a question mark over the long-term sustainability of growth in countries such as China. (See The Weekly Number for more on China.)
For related content see: Seven Reasons Why Religious Freedom is Good for Business

Media inquiries, contact Melissa Grim, 410-268-7809, melissa@religiousfreedomandbusiness.org
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NEW LANDMARK RESEARCH was also previewed during the Webinar: Religious Freedom Linked to Economic Growth, Finds Global Study

Grim also discussed projects in the works, such as the Business, Faith & Freedom Forum at the World Expo in Milan in 2015, which will include an exciting look into how the business of food and religious freedom intersect. He also discussed the Global Awards to be held in Rio de Janeiro during the 2016 Olympics.


Leite (at right) with Secretary General of Brazil





Article 18: Everyone has the right to freedom of thought, conscience and religion; this right includes freedom to change his religion or belief, and freedom, either alone or in community with others and in public or private, to manifest his religion or belief in teaching, practice, worship and observance.
First, religious freedom fosters respect by protecting something that more than eight-in-ten people worldwide, 84 percent according to a recent Pew Research study, identify with – a religious faith. Given that so many people are attached to a faith, to violate the free practice of religion runs the risk of alienating the mass of humanity, something that certainly would not be ideal for morale and socio-economic progress. Indeed, forcing the 16 percent of people with no specific religious attachment to have a religion would likewise be alienating. Religious freedom ensures that people, regardless of their belief or nonbelief, are accorded equal rights and equal opportunity to have a voice in society.
Second, religious freedom reduces corruption, one of the key ingredients of sustainable economic development. For instance, research finds that laws and practices burdening religion are related to higher levels of corruption. This is borne out by simple comparison between the Pew Research Center’s 2011 Government Restrictions on Religion Index with the 2011 Corruption Perceptions Index. Eight of the ten most corrupt countries have high or very high governmental restrictions on religious liberty. Religious freedom also implies that business people can draw on religious values and moral teachings in their businesses. The attempt to force businesses to act as secular, neutral, value-free organizations may be one contributing factor to the corruption, greed and short-sighted decisions that lead to the global economic collapse of 2008 that still affects many people and nations today. Allowing religion to inform business ethnics certainly is an underused activity implied by religious freedom.
Third, research clearly demonstrates that religious freedom engenders peace by reducing religion-related violence and conflict. Conversely, when religious freedom is not respected and protected, the result is often violence and conflicts that disrupt normal economic activities. Religious hostilities and restrictions create climates that can drive away local and foreign investment, undermine sustainable development, and disrupt huge sectors of economies. Such has occurred in the ongoing cycle of religious regulations and hostilities in Egypt, which has adversely impacted the tourism industry. More generally, religious freedom is a key ingredient to peace and stability, which is particularly important for business because, where stability exists, there is more opportunity to invest and conduct normal and predictable business operations, especially in emerging and new markets. This is the topic of the 2011 Cambridge University Press book, The Price of Freedom Denied.
Fourth, religious freedom encourages broader freedoms that contribute to positive socio-economic development. Economist and Nobel laureate Amartya Sen, for instance, argues that societal development requires the removal of sources of “unfreedom.” And restrictions on religious freedom are certainly a source of unfreedom. Removing impediments to religious freedom facilitates freedom of other kinds. And research finds empirical evidence or this relationship. Religious freedom is highly correlated with the presence of other freedoms and a variety of positive social and economic outcomes ranging from better health care to higher incomes for women. While correlations are not causation, the correlations suggest that a more robust future research agenda should focus on better understanding these connections because it appears the freedoms rise or fall together.
Fifth, religious freedom develops the economy. When religious groups operate in a free and competitive environment, religion can play a measurable role in the human and social development of countries. For instance, sociologist Robert Woodberry finds that the presence of proselytizing Protestant faiths, i.e., faiths competing for adherents, was associated with economic development throughout the world in the previous century. Even before that, Alexis de Tocqueville recognized that such Protestant associations in the early U.S. of these sorts established seminaries, constructed inns, created churches, disseminated books, and founded hospitals, prisons and schools. And these contributions are not just a legacy from the past. Katherine Marshall, former director of the Development Dialogue on Values and Ethics at the World Bank and former director in the World Bank’s Africa and East Asia regions, also recognizes that faith communities not only provide education and health services but they also provide social safety nets for orphans, disabled people and people who fall behind.
Sixth, religious freedom overcomes over-regulation that accompanies certain types of religious restrictions that directly limit or harm economic activity. A few current examples from the Muslim-majority countries – a set of countries with particularly high religious restrictions – are illustrative of how the lack of religious freedom contributes to worse economic and business outcomes. Religious restrictions among Muslim-majority countries impacting businesses take many forms. One direct religious restriction impacting economic freedom involves Islamic finance. For instance, businesses involved in creating, buying or selling Islamic financial instruments can find the situation that one Islamic law (sharia) board deems a particular instrument acceptable while another board does not, making the instrument’s acceptance on stock exchanges subject to differing interpretations of sharia. Religious restrictions also include legal barriers for certain import and export industries, such as the halal food market and outright bans of certain blockbusters from the film industry. And, certain government laws and restrictions on religious freedom can stoke religion-related hostilities that disrupt markets throughout the region. Examples range from employment discrimination against women over such things as headscarves to the misuse of anti-blasphemy laws to attack business rivals. And perhaps most significantly for future economic growth, research shows that the instability associated with high and rising religious restrictions and hostilities can influence young entrepreneurs to take their talents elsewhere.
And seventh, religious freedom multiplies trust. Religious freedom, when respected within a company, can also directly benefit a company’s bottom line. These include both lower costs and improved morale. An example of lower costs includes less liability for litigation. For instance, the clothing retailer Abercrombie & Fitch fought and lost a religious discrimination case in 2013 related to firing a Muslim stock girl for wearing a scarf in violation of the company’s dress code. The case resulted not only in substantial legal costs but also negative national publicity. Respect for reasonable accommodation of religious freedom in the workplace can improve employee morale, increase retention of valued employees, and help with conflict resolution. Moreover, businesses may gain a competitive advantage by engaging stakeholder expectations that are increasingly demanding that companies play a positive role in addressing environmental, social and governance challenges. As recognized by business consulting group McKinsey & Company, the ethical stakeholder has clearly emerged and is on the rise. Important business stakeholders include business partners, investors and consumers, and a growing segment of ethically sensitive customers tend to prefer companies that are responsive to human rights. Indeed, consumer and government preferences given to human-rights-sensitive companies may give a company an advantage in competitive markets and enable it to charge premium prices and land choice contracts. And recognizing this human rights impact on branding, companies such as Gap have assumed shared responsibility for the conditions under which its goods are manufactured.
Given that religious freedom contributes to better economic and business outcomes, advances in religious freedom are in the self-interest of businesses, governments and societies. While this observation does not suggest that religious freedom is the sole or even main anecdote to poor economic performance, it does suggest that religious freedom is related to economic success. Certainly, businesses would benefit from taking religious freedom considerations into account in their strategic planning, labor management and community interactions. For instance, when evaluating locations for future research and development operations, countries with good records on religious freedom may be a better environment to find societies open to innovation and experimentation.

Following his service as Vice-Chair (2012-2014), Chris Seiple has accepted the nomination to serve as Chair of the World Economic Forum’s Global Agenda Council on the Role of Faith (2014-2016). In this capacity Dr. Seiple will build on the work of the Council from the previous term, raising awareness of the unique positive contributions of faith communities. The Council is likely to explore the development of an information program for cross cultural engagement focused on how best to leverage socio-cultural, multi-faith engagement for conflict prevention and conflict transformation.
Washington, DC – (May 16, 2014) We are pleased to announce that Dr. Chris Seiple, President of the Institute for Global Engagement, has accepted the nomination to serve as Chair of the World Economic Forum’s Global Agenda Council on the Role of Faith (2014-2016).
In issuing the invitation, Dr. Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, noted that Seiple was “one of the world’s most relevant and knowledgeable thought leaders in the field of faith and international affairs”, and that his “leadership would be instrumental in helping this Council collaboratively develop pertinent insights and solutions to address this global challenge.”
Through his Chairmanship, Seiple will work with the Council on the Role of Faith to build on the achievements of the previous term and to further raise awareness of the unique positive contributions of faith communities. The Council is likely to explore the development of an informational program regarding how to leverage socio-cultural, multi-faith engagement for conflict prevention and conflict transformation. This program will likely focus on two sets of stakeholders: (1) public sector authorities in countries experiencing internal conflicts and/or restrictions related to religion; and, (2) business professionals, particularly those working in emerging markets and conflict affected regions.
“It is an honor to serve as the Chair for such a Network that understands the importance of track 1.5 diplomacy, and continuously seeks to collaboratively shape thought leadership in all arenas,” Seiple said in accepting the nomination. “I am especially motivated by the unique position this Council has to further awareness of the added value of faith across all vocations and locations.”
The Network of Global Agenda Councils is a global community of over 1,500 thought leaders who are the foremost experts in their fields of academia, business, government, international organizations, and society. Members of the Network, grouped into 80 Global Agenda Councils and six Meta Councils, commit their extensive knowledge, expertise, and passion to jointly shape the global, regional, and industry agendas by challenging conventional thinking, developing new insights, and creating innovative solutions for key global challenges. In today’s global environment marked by short-term orientation and siloed thinking, the Network fosters interdisciplinary and long-range thinking on the prevailing challenges on the global agenda. Established in 2008, the Network of Global Agenda Councils is an invitation-only knowledge network that serves as an international brain trust to the World Economic Forum and the world at large.
Through the leadership of Dr. Seiple, IGE welcomes the opportunity to continue providing strategic insight and recommendations into this vital discussion. The Network not only represents a shared space for those that might not have otherwise met, to meet, but it also provides the opportunity for scholarship on relevant issues for further consideration and study. The development of an information program on how to leverage socio-cultural, multi-faith engagement for conflict prevention and conflict transformation could also enhance the Network’s ability to speak into a common standard of training and education on these issues. The international nature of the Network further nurtures an organic structure for consensus pursuant positive change through the Network’s members, as they return to their contexts. Critical to such a process, of course, is the inclusion of women of faith in leadership, as Dr. Seiple advocated at Davos earlier this year.
“I am grateful for this opportunity, at this time,” Dr. Seiple noted. “In a century defined by a single question—will we be able to live with our deepest differences?—This World Economic Council on the Role of Faith provides a safe space to demonstrate how the best of faith not only defeats the worst of religion, but how faith can contribute positively in all spheres and sectors of both state and society.”
Thank you for your support!