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 Kim

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.

Explainer

Belief

Culture

22 August 2024

7 min read

The questions that nobody can escape

Seeking answers about beginning, meaning, and of the end, explain why religion refuses to disappear.

Silvianne and Barnabas Aspray

Silvianne and Barnabas are theologians.

An arm and hand stretch out in front of some, a narrow street is the background.

Andrik Langfield on Unsplash.

In the twentieth century many people thought that religion was on the way out. As the political scientist Francis Fukuyama put it, it was broadly assumed that “religion would disappear and be replaced solely by secular, scientiﬁc rationalism.” But few people now believe this anymore. Fukuyama himself has changed his mind and says that the disappearance of religion “is not going to happen.” But why is religion refusing to disappear?

A core reason for the persistence of faith is that there are questions that everyone asks at one point or another that lead in the direction of religion. Religion, or faith, addresses questions that nobody can escape: Why is there something rather than nothing? Where does it all come from? Is there meaning to this life? And what happens after death? Faith traditions are experts in such ultimate questions. Consider the following examples.

These questions of beginning, of meaning, and of the end, are the questions that religion deals with.

When people experience the beginning of life, they are often caught up in wonder. How can it be that a whole new person is growing inside a woman? Even Friedrich Nietzsche, the great critic of Christianity, who famously declared that “God was dead”, also wrote, “Is there a more sacred state than pregnancy?” There is something deeply moving around the beginning of life. Many who become parents, or in some way experience the beginning of life, are led to wonder: isn’t something more than just biology happening here, something deeper? A new life, a whole new person – and our love for that new person – where does all of that come from?

Another group of questions that most people will face at some point in their lives revolves around meaning. What’s the point of growing up, a teenager might ask? What’s the point of my work, we may ask later on. Especially when we face frustrations, failures, challenges we might wonder what difference we are making to the world. Would anyone miss me if I was not here? Will anyone remember me if I die?

Finally, we all at some point come in contact with death. Even if we are spared the pain of friends dying young, it is the natural course of the world that our grandparents and our parents will one day die. What do we do in the face of such loss? It is hard not to ask: Where is my loved one now? And is there hope of seeing them again one day?

These are the kinds of questions that nobody can entirely avoid in their lives: they never fail to arise and press themselves upon our consciousness. Yet these questions of beginning, of meaning, and of the end, are precisely the questions that religion deals with. And here lies one important answer to why faith won’t just go away: Because scientific rationalism cannot really address them.

Faith offers a space in which people can ponder the ultimate questions and find other people who want to do it with them.

To be sure, secular scientific rationalism does offer some answers as to how life begins – we know the biology of it all astonishingly well. And yet, biology is not everything, and in fact, it is not the biological aspects of it all that touch us. The wonder, the hope, the love that we experience when we are faced with the beginning of life is more than what can be rationally or scientifically accounted for.

Similarly, scientific rationalism is not well equipped to answer questions of meaning. Science is great at answering how something works or how it should be done, but why-questions fall into a different category. Many chatbots, when asked about the meaning of life, will answer “42” - which is a reference to the comic sci-fi series “the Hitchhiker’s Guide to the Galaxy” and we intuitively understand that this answer is nonsensical. It is funny precisely because it is nonsensical.

And again, around the end of life: Scientific rationalism cannot and will not, based on its methods and approaches, say anything about the afterlife.

So, the questions of beginning, meaning and end cannot be answered solely by scientific rationalism. And yet they come up in all of our lives. Right here lies an important reason why faith has not gone away. Faith deals with just these questions. It is good at dealing with them – they are the core domain of faith.

Faith offers answers to questions of beginning, meaning and end, but just as importantly, it offers a community in which such questions can be addressed and discussed. It offers a space in which people can ponder the ultimate questions and find other people who want to do it with them, perhaps showing them ways in which they can find answers. Different faiths and different expressions of faiths do this very differently: organised religions do it differently to loose association of the “spiritual but not religious”, but in all cases, it is faith – broadly understood – that addresses and deals with the questions that niggle away and are not otherwise addressed. Faith won’t disappear, because faith’s questions won’t disappear.

But why does this need saying? Is it not obvious that religion is about ultimate questions that concern everyone?

The problem is that modern Western life is full of opportunities to distract us from these questions. We are wealthy, comfortable, bombarded with entertainment, and often very busy with careers and children as well. All these things help us to repress the deeper questions about the origin and purpose of our existence.

Many people treat the question of life’s meaning like a school or University essay that they can procrastinate from indefinitely: “One day I’d like to figure it out: what it’s all for and where it’s all going: but today there’s another episode on Netflix, Instagram to browse, or tennis on the TV.” The entertainment industry offers alluring enticements to money, sex, fame or success. Wealth is particularly useful because it helps us get what we want, when we want it, and prevents us from facing the harsher realities of life. Making ourselves busy is easy, and we can leave ourselves no time for deep reflection on the bigger questions. All of this adds up to what we might call the “narcotic of everyday life” – the ways in which daily life and society act as a drug to cloud our vision, confuse our thinking, and prevent us from clearly facing up to the things in life that matter most.

The “narcotic of everyday life” – the ways in which daily life and society act as a drug to cloud our vision, confuse our thinking, and prevent us from clearly facing up to the things in life that matter most.

But the problem is that even ordinary everyday life is lived according to (at least provisional) answers to those big questions. Every daily decision we make displays our values, what we think matters. If we work late instead of coming home to play with the children – if we fly to New Zealand for a vacation, or buy beef, massively increasing our carbon footprint and contributing to climate change – we are making choices that have an impact on the planet. All our choices are based on values which reveal our beliefs about what makes life worth living and what we want out of life. You cannot be an agnostic. Your life displays belief in one thing or another. Consider one stark example. A pregnant teenage girl simply cannot be agnostic about abortion for very long. She has only two options: abort, or give birth. The choice she makes will be a practical consequence of her beliefs and value judgments. There is no agnosticism, no “not answering” the question.

Like every religious tradition, Christianity calls us to live lives that are rooted in things of ultimate and lasting value, rather than superficial or self-centred concerns. It challenges us to fight against the narcotic of everyday life by constantly drawing our attention back to the things that most matter. Through worship, Bible reading, and prayer, it incessantly asks us those vital questions: Is it really about making money? Is it about getting promoted? What are our ultimate values and how do we show them in our lives? The real power of secularism is not that it offers alternative answers to these questions but that it distracts from the question. All we need to do is un-distract.

Christianity is not just a set of easy answers to these questions. It is a way, a journey towards the truth. To be a Christian means to belong to a community that trusts what Jesus has revealed about our life’s origin, meaning and end. In that community there are some implicit answers to get us started. We live in the belief that life is meaningful, that selfishness and personal pleasure are not the most important thing. There’s plenty of room for debate and discussion, but let’s at least start talking about the things that matter.