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
Art
Faith
Music
5 min read

Music and religion belong together

The connections between music and faith and the mystery within.

After 15 years as a lawyer in London, Oliver is currently doing a DPhil at the University of Oxford.

A pianist plays in the foreground and a seated singer gestures with eyes closed behind
Rachel Chaplin accompanies Evi Dobner.

J.S. Bach, Handel, Haydn, Mozart, Beethoven, Bruckner, Elgar. The list could go on and on. That is – a list of composers and musicians who wrote music for and played music within the Church. The roots of Western classical music are in the church, as Jeremy Begbie shows in his book Resounding Truth. In fact, it was only relatively recently that ‘popular music’ meant music outside of the Church. The Church has been a great sponsor of the arts throughout modern history, not least in the great Michaelangelo. It is time for that sponsorship of human creativity, in all its forms, to return (see the Renaissance project of Wycliffe Hall, Oxford, for a new initiative on precisely this).

Why is it, though, that music and religion can sit so closely alongside one another? And why, in this day and age, might it be time for the two to reconnect?

For all its form and structural devices, there will always remain a horizon of mystery about music. Roland Barthes called music a field of signifying and not a system of signs. In other words, even in its most programmatic examples, music-as-sound has a kaleidoscopic range, which refuses to be pinned down to one meaning or another. This is why Friedrich Schleiermacher in the nineteenth century found music so useful in the elaboration of his religious idea of Gefühl – an inward yearning and feeling, or, as he also called it, the intuition of the universal. And it is for this same reason that Karl Barth in the twentieth century, a passionate listener to Mozart, was so cautious of using music constructively within his theological system.

Even in its most programmatic examples, music-as-sound has a kaleidoscopic range, which refuses to be pinned down to one meaning or another.

In that sense, music is well placed to carry the new wave of Christian apologists like Elizabeth Oldfield, James K.A. Smith, or even this website, seeking a new direction away from rationalism and clever abstract truth-claims. God is both more real, and more mysterious than that. Music, in fact, can lead the way for language itself. To release language from the captivity of pointing to apparently clear and obvious truth is a distinctly Christian move. After all, we remember that truth is not what a rationalist, or an empiricist, or a logical positivist would want, but is a person, Jesus Christ. And language, like music, can embrace such a mystery. The word ‘God’, as the theologian Gerhard Ebeling once wrote, brings to utterance the mystery of reality. To refer to God is the most pure possibility of language. It affirms the presence of what is completely hidden. “To speak about God”, Ebeling continued, “means to speak about reality as a whole and therefore to speak about humanity, who is exposed to reality as a whole. Conversely, to speak about God is to deny that one can speak about the world as a whole as such, by speaking only about the world, or that one can speak about humanity as such at all by speaking about nothing other than humanity.”

Whilst music without words, then, has often been assumed to be the most numinous, there is no reason why music with words should be any less numinous. Language paired with music knows a not-just-of-this-world reality. Even the most didactic settings in church hymn books engage right-brain activity, shape the memory, and therefore contribute to life formation. Ignoring that function in the shrunken assumption that the goal is simple mathematical truth is a form of sub-human, less-than-creation, folk-lore.

The word ‘God’, as the theologian Gerhard Ebeling once wrote, brings to utterance the mystery of reality. To refer to God is the most pure possibility of language. It affirms the presence of what is completely hidden.

We must celebrate, then, a whole new generation of composers who have written glorious music for Church choirs setting texts from the Bible, amongst them, Sir James MacMillan, Judith Weir, Cheryl Frances-Hoad, Arvo Pärt, Alexander and Joanna Forbes L’Estrange, and Deborah Pritchard.

And to their number, we can also now add a professional oboist, Rachel Chaplin, whose beautiful new album ‘Music from an Inner Space’, seeks to guide the listener into religious contemplation. This is an account where words and music both contribute to create a space for contemplation and prayer.

The words are most often taken from the Psalms, given stunning new accounts in these compositions for strings, trumpet, piano and soprano voice, but also in the composer’s own settings such as the remarkably poignant See Him. Psalm 51 is rendered with a bubbling brook of cleansing water rather than the deathly painfulness of Henry Purcell’s setting. A short verse from Psalm 23, ‘he leads me beside quiet waters’, manages both to be consoling and to feel unsettling, urging the listener into a new and uncomfortable space. Like a tree gives Psalm 1 one of its best-ever accounts, with a confidence, a liveliness, and a sense of purpose normally missed.

The simplicity of the vocal settings, combined with the immense skill of the accompanying players, promises for this music to be heard more widely, and reconstructed in different contexts, private and public, within and without the church. What’s more, the care of the musical curation is matched by the composer’s sourcing of paper for the liner notes, artwork for the album cover, and accompanying beeswax candle, specially designed for the album. Listening should not just be on the go. Listening should go with what Charles Taylor would call attention: stopping, lighting a candle, and breathing, still, for more than the length of time it takes to boil a kettle.

Many of us enjoy listening to music of all kinds. Most of us recognise feelings and emotions which appear to go beyond the data and push notifications which the world loudly proclaims to us. Choosing contemplation and prayer over production and wealth-creation can usher us into a form of life which is more human. Music and religious feeling were made for each other.

You can catch Rachel and the group performing the album at the Greenbelt Festival on 24 August 2024.
More details at www.rachelchaplinmusic.com