Majority religion is characterised by life-long belonging and relationship to historical tradition linked to cultural and often ethnical identity. The majority of people in Europe and many other parts of the world have this kind of collectivistic religious belonging, significantly expressed by common rites of passage, especially at the beginning and end of life. But the majority of people within the majority do not behave according to the official code of their religion. For example, they do not attend central collective religious activities on a regular basis; Sunday worship in Churches or Friday prayer in Mosques. And they feel free to have their own individual beliefs. In a qualitative pilot study in Sweden, two different sets of value logics emerged with respect to life-long belonging on the one hand and occasional religious experiences on the other. Church belonging and participation in the rites of passage were motivated by long term collective values, while participation in worship and other one-off activities reflected rather more short term and individual values. This paper considers these differences from a theoretical perspective in order to understand increasing levels of religious choice alongside life-long belonging, thereby presenting a theoretical contribution to the understanding of the interplay between collectivistic and individualistic religion.