In the decades after World War II, evangelical Christianity nourished America’s devotion to free markets, free trade, and free enterprise. The history of Wal-Mart uncovers a complex network that united Sun Belt entrepreneurs, evangelical employees, Christian business students, overseas missionaries, and free-market activists. Through the stories of people linked by the world’s largest corporation, Bethany Moreton shows how a Christian service ethos powered capitalism at home and abroad.

While industrial America was built by and for the urban North, rural Southerners comprised much of the labor, management, and consumers in the postwar service sector that raised the Sun Belt to national influence. These newcomers to the economic stage put down the plough to take up the bar-code scanner without ever passing through the assembly line. Industrial culture had been urban, modernist, sometimes radical, often Catholic and Jewish, and self-consciously international. Post-industrial culture, in contrast, spoke of Jesus with a drawl and of unions with a sneer, sang about Momma and the flag, and preached salvation in this world and the next.

"The world's largest corporation has grown to prominence in America's Sun Belt — the relatively recent seat of American radical agrarian populism — and amid a feverish antagonism to corporate monopoly. In the spirit of Thomas Frank's What's the Matter with Kansas? historian Moreton unearths the roots of the seeming anomaly of 'corporate populism,' in a timely and penetrating analysis that situates the rise of Wal-Mart in a postwar confluence of forces, from federal redistribution of capital favoring the rural South and West to the 'family values' symbolized by Sam Walton's largely white, rural, female workforce (the basis of a new economic and ideological niche), the New Christian Right's powerful probusiness and countercultural movement of the 1970s and '80s and its harnessing of electoral power. Giving Max Weber's 'Protestant ethic' something of a late-20th-century update, Moreton shows how this confluence wedded Christianity to the free market. Moreton's erudition and clear prose elucidate much in the area of recent labor and political history, while capturing the centrality of movement cultures in the evolving face of American populism." Publishers Weekly (Copyright Reed Business Information, Inc.)

"[A] probing and nuanced study of the latter-day evangelical romance with free-market capitalism....Moreton does an excellent job of digging beneath Wal-Mart's carefully imagineered vision of the rural good life." Maud Newton, Bookforum

"Fascinating....With verve and clarity, Moreton offers something more distinctive: a compelling explanation of how Wal-Mart captured the hearts and pocketbooks, of so many Americans." St. Louis Post-Dispatch

Bethany Moreton is Assistant Professor of History and Women's Studies at the University of Georgia.