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.

Article
Belief
Creed
Monsters
5 min read

Which dragon does St Michael need to slay today?

Explore the cultural impact of the dragon killer.

James is a writer of sit coms for BBC TV and Radio.

A patch depicting a angel in armour, wielding a sword, on camoflague uniform.
Thomas Tucker on Unsplash.

St Michael is everywhere. But only if you have eyes to see him. He’s probably somewhere in your town. He may even be hiding in your wardrobe in one of your jumpers. Retailer Marks and Spencer trademarked the ‘St Michael’ brand in 1928. It was inspired by their best-selling hosiery brand – St Margaret. The name Michael came from the founder of M& S, Michael Marks. But the logo they used, a winged angel holding aloft a sword, was a reference to the archangel St Michael mentioned in the Bible. 

Even in the pages of that book, however, St Michael is a little elusive, being named only a handful of times. Perhaps that was his mystique. Less is more. But whatever St Michael was doing worked really well in the Middle Ages. A tradition arose around him, culminating in a feast day known as Michaelmas on 29th September. This feast day had extra significance as it become a ‘Quarter Day’. 

 In days gone by, the year was divided into four, bookended by quarter days. Michaelmas was one, at least in England. The next is Christmas Day, followed by Lady Day (March 25), and Midsummer (June 24).  Rents were traditionally due on quarters days. Legal and financial contracts were to be settled. Michaelmas was particularly associated with the domestic servants moving around. You will hear it referred to Michaelmas along those lines in Chapter One of Pride and Prejudice

Dragon sightings may have declined sharply since the seventeenth century, but they have come roaring back in the last few decades. 

Many schools called their autumn term ‘Michaelmas’. Mine did, although no-one ever explained what it meant. As schools began to dominate British life, the calendar year ceased to be broken into four but three. Now our lives are regulated by school holidays, ‘back to school’ days and half term, when it is traditional to double the cost of your holiday rental. Christmas remains. Lady Day morphed into the end of the tax year. (I’m sure the Virgin Mary would be thrilled). And Midsummer Day has vanished almost completely. 

St Michael had a good run. He had been a wildly popular figure from Anglo-Saxon times and Michaelmas a firm fixture in the calendar. Many churches founded in that period were named after him. Over 800 of those churches dedicated to St Michael remain in England, scattered across the counties. (I walked around one on Sunday afternoon in East Coker, Somerset where the ashes of TS Eliot have been interred.) Only the Virgin Mary, St Peter and All Saints are more popular in the church dedication charts. 

In short, St Michael was a big deal. Why? Because he was a dragon killer. 

In fact, Michael was not just ‘a killer of dragons’ but ‘the killer of the dragon’. That dragon is the silver-tongued serpent, Satan himself. The final reference to Michael in the Bible reads thus – and yes, it sounds better in the King James Version: 

And there was war in heaven: Michael and his angels fought against the dragon; and the dragon fought and his angels, and prevailed not; neither was their place found any more in heaven. And the great dragon was cast out, that old serpent, called the Devil, and Satan, which deceiveth the whole world: he was cast out into the earth, and his angels were cast out with him.  

 St Michael is the defeater of evil itself. This is a comforting figure when boatloads of Vikings could appear in your shire at any minute in order to destroy, steal, rape and pillage. The fact that these longboats had a dragonhead on the prow served only to reinforce this image that the enemy were representatives of Satan himself.  

Dragon-slaying was a staple of heroic tales. Beowulf naturally fights a dragon. Merlin is mixed up with a dragon called Kilgharrah. There are also dozens of accounts in which dragons are slain, often presented in a prosaic and serious way, like a report of pest control. Not far from me in the woods near Wells, the Bishop Jocelyn killed a dragon in 1320s. The latest account like this is in 1614 , reporting a “strange and monstrous serpent” living in St Leonard’s Forest near Horsham in Sussex “to the great annoyance and diverse slaughters both of men and cattle, by his strong and violent poison”. 

Dragon sightings may have declined sharply since the seventeenth century, but they have come roaring back in the last few decades. Dragons are everywhere. Our TV screens are constantly invaded by insatiable fire-breathing serpents. Bookshops bulge with titles about dragons. 

When you see those efficient, bloodthirsty killers jumping off their dragon-headed longboats, good and evil don’t seem like relative concepts. 

Has the time come for St Michael to return? Surprisingly not. 

St Michael has not been summoned because he is a dragon killer, and we don’t want to kill dragons. Not anymore. We want to tame them. We want to understand them. We want to harness their power. 

That’s what happens in Game of Thrones. Daenerys Targaryen wishes to assert her claim to the throne of the Seven Kingdoms of Westeros using the dragons that she has hatched. But can she use those dragons to bring about justice or ‘the greater good’ without being consumed by them or becoming dragon-like herself? It is an eternal question, played out in the Cold War with nuclear weapons and in Middle Earth with a powerful ring. 

We are seduced by the allure of the dragon all too easily. It’s there at the very beginning of Western Culture in the Bible: Eve is approached by a persuasive snake who tempts her to eat from the Tree of the Knowledge of Good and Evil. She falls for it. But throughout the Bible, the one blamed for the sin is not Eve, but Adam. 

But how is it Adam’s fault? Adam failed to give the serpent the Archangel Michael treatment. Adam should have killed the serpent or chased it out of the garden. He didn’t because, well, things were just starting to get interesting. And the rest is theology. 

St Michael is the extinguisher of evil. But we don’t want to destroy evil. We just want to see it diminished. A bit. In fact, the talk of Good and Evil is rather embarrassing. We don’t do Good and Evil. We do ‘values’. We don’t condemn sins. We seek to re-educate those with ‘anti-social behaviours’. 

We have the dubious luxury of speaking this way because we aren’t about to be attacked by Vikings any times soon. When you see those efficient, bloodthirsty killers jumping of their dragon-headed longboats, good and evil don’t seem like relative concepts. Evil is very real. That’s when you might need some clean pairs of Marks and Spencer’s famously excellent underwear. 

Scroll the news and you will find that millions around the world live with the reality of Viking-like terror right now. For them the virtues of St Michael might be more apparent.