“In God We Trust” is a journey around the United States discovering eccentric ways of practicing religion. After the election of Donald Trump, who registered 80% of the white evangelical vote, I wanted to explore aspects of American society as seen through religion.

More than 70% of Americans say they are Christian, but according to a recent survey, 23% belong to non-denominational churches, i.e. not linked to any widely recognized religion. Of the 350,000 different congregations in the country, I discovered some that have opted for highly original and creative ways of attracting followers.

“In God We Trust” shows how the Protestant Church has developed and innovated, adopting free-market principles to open up new niche markets in spiritual beliefs. Here is a journey to see ministers of religion and congregations with a difference.