Why the time is ripe for Mormon mania

In 2025, Mormonism was at the center of mainstream popular culture. Reality shows, along with brands like Swig and Crumbl, have spread Mormon-influenced trends. Mormon aesthetics and community appeal to young Americans seeking structure and a sense of connection. What do half-and-half-infused Dr. Pepper, group ketamine therapy , and a swinging scandal have in common? They're all part of the new strain of Mormon mania sweeping American culture. When I asked " Real Housewives of Salt Lake City " star Heather Gay about the phenomenon last week, she called it "undeniable and crazy." "I just think that the Mormon moment is because we're taking over, we're industrial, we're enterprising," Gay said. Two percent of the US population self-identifies as members of the Church of Latter-day Saints, but they've dominated our screens and conversations in 2025 like never before, from "Dancing With The Stars" to the heated discourse around influencers like Hannah Neeleman . It's a phenomenon that's complicated for the church itself, which pointed Business Insider to a 2024 commentary post titled " When Entertainment Media Distorts Faith ." "The Church of Jesus Christ of Latter-day Saints, like other prominent global faith communities, often finds itself the focus of the attention of the entertainment industry," the church wrote in its commentary. "Some portrayals are fair and accurate, but others resort to stereotypes or gross misrepresentations that are in poor taste and have real-life consequences for people of faith." Indeed, social media and reality TV can't represent an entire religion, but the small window they provide into the culture has an undeniable appeal. The curated aesthetics, tight-knit families, and entrepreneurial spirit that shine through our screens are scratching an itch for lonely, sober-curious , and economically anxious young Americans . As we look ahead to 2026, forecasts predict more of the same: a frozen job market, elevated inflation, and high housing costs. "I think there is a willingness to embrace Mormon culture from the outside in a way that did not exist 10, 15 years ago," said Talia Burnside, a philosophy and religious studies lecturer at Morgan State University. "It's the perfect storm of social and political awareness, social media, and this trad wife tradition," said Gay, who has left the church and documented her separation in books and a new docuseries. "The swing of the whole nation to something that Mormonism exhibits so well - life that seems perfect, and I think people are longing for that." Dirty sodas, giant cookies, and communal aesthetics as a cure for loneliness It's a familiar scene in the reality TV blockbuster "The Secret Lives of Mormon Wives," which is popularly known for a swinging scandal, interpersonal hair drama, and ketamine therapy sessions. Utah-based cast members - picture-perfect influencers who frequently collaborate as a group known as Momtok - meet up for " dirty sodas ," gossip, and advice. The distinctly Mormon treat - a soft drink flavored with syrups, creamers, fruits, sugars, and all sorts of other combinations - is gaining popularity nationwide....

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