Essay
Belief
Culture
Weirdness
5 min read

The cost of selling spirituality

A $3.7 trillion industry ‘market’ for spiritual consciousness and wellness says something about today. Daniel Kim explores what’s driving this commodification and its market failure.

Daniel is an advertising strategist turned vicar-in-training.

A white neon sign against a brick wall reads: 'This is the sign you have been looking for.
Sign o' the times.
Austin Chan via Unsplash.

Apparently, Scorpio women from Gen Z are the most passionate about astrology, while Taurus Gen X men are the most skeptical. At least, that’s according to a delightfully insightful consumer report put together by the Peoplestrology website after surveying 2,800 people. I’m a Taurus 1995 MillZennial man so I’m not sure where that puts me. I’m also a trainee Anglican vicar which may contribute more to my demographic features, but that’s beside the point.  

We are increasingly fascinated by spirituality and religious practices. We are at a point where we can no longer assume that ticking “No Religion” on a survey means you’re an atheist or that you don’t believe in a supernatural realm or a God. In fact, a report by Theos found that only 51% of people in the UK who claimed ‘No religion’ also claimed that ‘they don’t believe in God’. That’s unreal. Another unbelievable insight from the 2022 UK religious data was the ‘Shamanism’ is now the UK’s fastest growing religious movement. Meanwhile, #WitchTok had 18 billion views in 2021, even hitting the mainstream when it got its own BBC article last year. For the uninitiated, these are TikToks that introduce people to witchcraft practices. A quick wander around the Waterstones ‘What We Recommend’ tables is enough to see the huge push to retrieve ‘ancient traditions’ that help people navigate the spiritual wilderness of modern life. Marcus Aurelius’ Stoicism, and the Confucian classics, are making their comeback. It goes beyond self-help.  

I used to work in a Soho advertising agency. I remember sitting on a teal coloured mid-century sofa with colleagues discussing star signs and pagan mythology over a coffee break. As the Christian, I was the one feeling like the cynical sceptic. That’s a strange experience and feels like cultural whiplash. Flashback ten years and secondary school in the mid-noughties and early-tens was brutal as a Christian. I watched Richard Dawkins' polemic God Delusion documentary during my religious education classes and my fellow classmates laid into Christianity like it was the most vile and stupid thing in the world. Anyone who believed in a supernatural reality was equally vile and stupid. Today, the New Atheist movement seems like a strange late-twentieth century aberration that has very much given way to a re-spiritualising world. In some cruel corners of Reddit, the New Atheist is even a subject of ridicule. 

It’s possible to discern two impulses going on in this re-spiritualisation. On one side of the heart, there are those who are reaching for the spiritual but not the religious - wanting connection with something bigger than themselves to provide meaning and an experience of transcendence. On the other hand, there are those who lean more religious but not spiritual - we want something to provide structure and order to our lives. There’s less of a concern about the spiritual experience but a desire to reign in the chaotic life - I used to have agnostic friends who would pop into a Catholic Mass because they liked the stability of the ritual. These are two ends of a continuum and invariably we are all somewhere in the middle. Both impulses are profoundly important ingredients to a life that is full of meaning. 

This, in my opinion, is an exciting and positive move in our society. It turns out that humans really can’t live on ‘bread’ alone - not least live on careers, brunches, or think-piece articles - and we certainly can’t live on ‘content’ alone. There is a spiritual vacuum, and we’re reaching for the oxygen. 

But in all of this, there’s a serious concern. Because wherever there’s demand, there is profit to be made - and right now, there is ample spiritual demand.

The ‘market’ for spiritual consciousness and wellness will be a $3.7 trillion industry. 

When reflecting on astrology’s role in contemporary society, the Peoplestrology report deems it the ‘perfect solution for our hyper-individualised culture’ and the report ends with an ominous recognition that the ‘market’ for spiritual consciousness and wellness will be a $3.7 trillion industry. The valuation of the ‘spirituality marketplace’ and the emphasis on ‘hyper-individualism’ has me seriously worried. It opens the door to the commodification of religio-spiritual practices and extracting capital value from people’s genuine spiritual search. It can become a product that we use rather than a profound source of ultimate meaning. And it’s already happening.  

Sacred Design Labs, for example, is a consultancy that looks to ‘translate ancient wisdom and practices to help organizations develop products, programs, and experiences that uplift social and spiritual lives.’ Their vision is genuinely very positive - it’s to make the workplace a less sterile and meaningless place. Don’t we all want that? However, they are also  perfect examples of the trend in  capitalising on this burgeoning market. To illustrate the point, one New York Times article recounts where the consultancy was hired to pull together hundreds of religious practices and categorise them by emotional states in order to give them possible uses in different corporate contexts. This exercise made the client ‘realize how many useful tools existed inside something as old-fashioned as his childhood church’. I’m glad that religious practices are getting a hearing in mainstream corporate contexts, but it saddens me to hear words like ‘useful’ being used to describe them. That’s only a hop and a skip away from ‘efficient’ or ‘profitable’.  

The inconvenient truth is that this commodification of spirituality is not just something corporations can be guilty of. We as late-modern individuals can be guilty of stripping religious practices out of their religious context and incorporating them into our self-care programmes. Tara Isabella Burton, author of Strange Rites: New Religions for a Godless World, calls this the ‘bespoke-ification of religion’. As Burton notes - ’We risk seeing spirituality as something we can consume, something for us, something for our brand’. And when we turn spirituality into a product, we turn it into something trivial. 

The irony is that this is profoundly counter-productive. Haven’t we agreed that hyper-individualism, and the commodification of everything, were precisely the things that led us to the spiritual vacuum we are now living in? If there was anything that Karl Marx, Aldous Huxley, and Billy Graham could agree on, it’s at least that. Are we doomed to repeat the radically individualistic cycle of dismantling the very thing that we are desperately grasping after - deep connection with our community, with our work, with our bodies, with our universe, and perhaps, just maybe, with our God? Satisfying our spiritual hunger is about more than just increasing our efficiency and decreasing our blood pressure. It’s about answering some of the most important questions any human individual can ask. Who am I? What am I made for? Is there a God or a spiritual dimension to the universe? Am I free or fated? What happens after I die? All these questions require us to look beyond ourselves, and to stare into the wild edges of human experience.   

If we are going to embark on a journey of spiritual discovery, whether it’s through astrology, pagan mythology, silent retreats, Tibetan Buddhism, or dare I say, Christianity, we can’t let our spiritual hunger be commodified for profit. Neither can we let it shrink back to the hyper-individualism that will keep us locked away in a prison called “self”. Our spiritual wellness is too important for that; it is worth more, infinitely more, that $3.7 trillion or a subscription service advertised to you on Instagram.

Events
Belief
Creed
Digital
Wisdom
6 min read

The wisdom of living with the question not googling the quick answer

Are we trading wisdom for apparent certainty?

Elizabeth Wainwright is a writer, coach and walking guide. She's a former district councillor and has a background in international development.

A person sits on a window sill with one raise knee.

In much of the work I’ve been involved in, whether writing, coaching, hillwalking, local politics, or international development, I’ve learned to ask questions I don’t have answers to, and sometimes neither do the people I’m with. We sit with the question, decide whether it’s the right one, try to discern what else emerges in our peripheral vision as we focus on it. It takes effort to come to something like an answer, and in doing so, we peel off layers of unknowing. It has taken practice, and it can be slow work. But in searching for good questions, I see they can be an entry point into not just information but wisdom too. And there are many places that are hungry for wisdom.  

I longed for better questions and more curiosity when I was a district councillor. Curiosity that made space for residents to share their stories and opinions, curiosity about different political positions and what might happen if we work across divides, about what might be possible if we could get past the way things had always been and imagine what they could become.  But the desire to save face, to be seen to be in control, was strong, and I felt it often got in the way of real conversation. To be committed to the process more than the product takes courage, I think. The courage of uncertainty, of saying, “I don’t know”, of putting humility and honesty before status. Sitting with questions can be difficult, perhaps even feeling like a luxury, but they show us ourselves and the world a bit more clearly, offering a pathway to relationship, to collaboration, to humanity, to wisdom.  

I have been thinking about the temptation to trade the wisdom of questions for the apparent certainty of instant answers, even wrong answers. It is a temptation that, in our age of one-click everything and the importance of image, is only quickening. It is a temptation that I have been thinking about, wondering if it started with that old temptation in the Garden of Eden. Staring at a painting of Adam and Eve in the Prado gallery a while back, I wondered whether that original temptation set us on a path of instant information but also of depleted wisdom.  

As I peered into the painting, a thought sparked: what if God told Adam and Eve they could eat fruit from any tree except the tree of the knowledge of good and evil not because he wanted us to stay ignorant or innocent (something that Philip Pullman explores in his Northern Lights books) but because he knew it was too easy for us to eat from that tree. He wanted us to live, and to search for knowing and wisdom ourselves. Eating the fruit would bypass experience, there’d be no need to develop muscles of thinking and discernment. And he wanted us to be wise, to keep creating and tending the world with him. When those first pulled-from-the-earth humans ate the fruit, it was like us still-dependent-on-the-earth humans asking Artificial Intelligence to write us an essay: we might get what we want, but we’ve bypassed the experience of thinking, creating, discerning what’s ours to say.  

This analogy creaks when pulled too far, but it lingers all the same. There’s a quote I’ve long appreciated, from the biologist E.O.Wilson:  

“We are drowning in information, while starving for wisdom. The world henceforth will be run by synthesisers, people able to put together the right information at the right time, think critically about it, and make important choices wisely.”  

Picking the fruit, becoming reliant on AI, gives us information but perhaps not the ability to think, and not the wisdom to make good choices. God wants us to be wise. The Bible’s Book of James says we can ask for wisdom. It is not withheld from us; it is not hidden. It’s everywhere, waiting to be called on.  

There are no digital shortcuts to the difficult work of community, no AI-shortcut to loving well, just as there was never a shortcut to complete knowledge of good and evil. 

It’s so easy to find answers now — Google solves problems and democratises access to information, unless of course you’re in a part of the world that has no digital access. In rural mid Devon and in rural Zambia, both places I’ve worked deeply with communities, you can’t simply access an online meeting or find the answer to a question you might have. Sometimes this feels a life-giving challenge: it increases the need for relationship, for trust, for community conversation. Other times is hinders progress: it means people can’t access jobs, or basic health knowledge, or government decisions that affect them. Google has changed who can access the world, how we interact with it, how we think and learn. Historically, people memorised poetry and scripture and news. The printing press changed that; words were pulled from minds and printed on paper. Our online existence has accelerated that: I don’t need to stretch my memory if I don’t want — I can find and store what I need digitally. We’ve outsourced our memory, and I wonder whether we’re also outsourcing our capacity to think and discern. 

In doing so, we risk disconnecting from ourselves, our relationships, our communities, our places. No longer do we need to rely on each other for knowing and wisdom — we can trust faceless digital forces that profit from us doing so. We risk too our unique ability to think creatively, to discern good sources, to think deeply and with nuance about a topic. If AI learns from everything that has been, it can synthesise and perhaps even extrapolate from that and project forward, but it can’t creatively imagine. It can’t reflect and speak wisdom.  

There is an ease and convenience to Google, to AI. There was an ease and convenience to picking the fruit to gain knowledge. But we are not called to ease and convenience. I think we are called to love, to care for our neighbours, and these things are necessarily inconvenient. Digital access to information is a tool, a resource, a gift that benefits many of us in many ways. But it could easily blunt our humanity, becoming a temptation that bypasses the work of truly living.  There are no digital shortcuts to the difficult work of community, no AI-shortcut to loving well, just as there was never a shortcut to complete knowledge of good and evil. With information available at the tug of a fruit — a click, a download, a request to an artificial intelligence — I am curious how our ability to sit with questions will change, whether we’ll feel beauty or fear in not having all the answers, whether we’ll lose our ability to discern, and to “have faith in what we do not see.”  

Sitting with questions, with curiosity, is I think an entry point to faith and to mystery. 

Jesus calls us to questions, to relationship, to love, not to answers that might be easily won but little interrogated. He knew that questions, not answers, were often the best response to questions. Questions to sit with, to hold up as a mirror, to walk as a path to wisdom. He asked a lot of them. Who do you say I am? How many loaves do you have? Do you love me? What do you want? Why are you afraid?  The Bible records Jesus asking questions, and sometimes offering answers too. But the point often seems to be the question itself, giving endless chances for people to question their assumptions, and their judgements, and to deepen their faith and make it personal. In doing so, Jesus offered a path to deeper and more meaningful knowledge of God, the world, others, and ourselves. And by asking questions he gave dignity to people, listening deeply to them, loving them, calling them into themselves. 

Sitting with questions, with curiosity, is I think an entry point to faith and to mystery. And we have companions as we do this: Jesus, early Christian mystics, prayer, the Psalms, each other – these are all places I turn to dig deeper into the knowing that comes through unknowing. To live with questions and within mystery, to listen deeply to each other, to speak the language of soul rather than certainty, might be difficult and countercultural. But in an age where the future is becoming less certain despite the whole world seemingly at our fingertips, I think it is where our hope is. After all, “what good is it for a man to gain the whole world but forfeit his soul?”