Without state sponsored culture and religion, people begin to worship the idols put forward by consumerism.
Let me explain.
Edward Bernays has founded modern consumerism as we know it, including but not limited to the fact people use products to express their individuality while remaining pretty much the same.
Humans in the form of large groups of millions cannot be expected to be specialized in ways of thinking or knowledge. This is why we have preachers and teachers. They take it on themselves to visit the source material, reduce it down, and then spread it to the people who otherwise don't have the time to do it.
When there is no state sponsored religion or culture, it does not mean people will stop holding up ideal visions- such as wanting to be like Jesus or religious figures of virtue.
So with this absence of preachers, the new ideals are put forward in the form of commercials, celebrities, and advertisements.
ie. The most Interesting Man in the World, Dan Blizerian, Rappers, playboys, etc.
People see these as the new gods and saints they want to emulate, and so do so. However, this grants infinite power to the corporations to herd people into idealizing and believing certain virtues and rejecting past traditions.
Pure capitalism, in this regard, may grand "freedom", but this freedom only creates a power vacuum for the powerful to battle for your mind.
This is why the Masons require you to believe in God to join. It makes you recognize a centralized ideal rather than one manufactured by other humans during an advertising campaign.