Essay

Belief

Culture

Weirdness

28 March 2023

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 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.

Article

Culture

Israel

Middle East

Politics

27 June 2024

7 min read

Netanyahu’s baffling ability to bounce back

Disliked and embattled, the Israeli premier’s purpose strengthens him.

Emerson Csorba

Emerson Csorba works in deep tech, following experience in geopolitics and energy.

Between two generals wearing camouflage uniforms, a man in a black shirt listens.

Bibi ponders future plans.

Prime Minister's Office, Israeli Government.

Are the dreams of Bibi Netanyahu about to be crushed? As the Israeli prime minister’s coalition teeters, what is remarkable is that he has survived so long. Central to this survival is his purpose – a dream of a secure Israel. We need to unpack such leaders’ dreams and understand why they are so potent.

Langston Hughes, in his poem ‘Harlem,’ asks what ‘What happens to a dream deferred?’ Several possibilities are put forward: ‘Does it dry up like a raisin in the sun? And an alternative: ‘Maybe it just sags like a heavy load?’ And finally ‘Or does it explode?’

It’s possible that Hughes referred to Harlem race riots in the 1930s and 1940s, but no-one knows for sure. The question is what happens when a dream is put on hold – or worse, destroyed – in the face of struggle?

Do we press on? Do we give up? What happens if we press on, and things do not work out? Or perhaps we press on, and things do work out. Hughes’ poem encourages us to ask these questions.

Looking back, Hughes’ poem is interesting but obviously gloomy, without hope. A dream is deferred. It withers, and then vanishes. But what if a dream is – when encountering struggle – maintained, kept in tact? The dream, perhaps nearly lost, emerges in the end, stronger than it was before.

Hughes’ poem is one of struggle and eruption. Not struggle and emergence. It is a despairing poem, one that denies the possibility of resurrection from the brink of death, even if the obstacles are significant.

We all have dreams, perhaps about peace, career, family, community, love, or something else. Inevitably, these dreams are – as dreams always are, in order to test our faith - met with opposition.

In these moments, we have two options: we can believe in what we see – the dream faltering, withering on the vine, ever so slowly. Or we can believe in the unseen, in which the dream re-emerges from whatever resistance it encounters. The former values the material, what we can actually see. The second values and trusts in what we cannot see. This brings us back to the point of faith.

'I have lost count of how many political obituaries I have written about Netanyahu — and how many resurrection stories.’

Nicholas Goldberg

The ability to struggle and emerge, in which death or near-death is followed by resurrection, is a quality that is in short supply in modern political leadership. It is easily – and not surprisingly – overlooked in a culture prone to despair and hopelessness, in which we are met with a new crisis at every corner.

But some leaders have a unique, if not baffling, quality: the ability to struggle and emerge stronger, somehow renewed. They resurrect themselves where this was thought impossible. And when they have this quality, they become unrelenting forces, whatever you might think of them.

No leader better embodies this quality in the political West than Israeli Prime Minister Benjamin Netanyahu (or ‘Bibi’ for short). Netanyahu strengthens whenever he is on the ropes, perhaps because he is on the ropes.

Although a profoundly disliked figure by many, Netanyahu’s ability to struggle and emerge merits serious study from any student of politics. It is worth asking where his ability to struggle and emerge, resurrecting oneself from the depths of despair – in seemingly impossible situations – comes from?

Ishaan Tharoor puts it well in a recent Washington Post article: ‘Yet Netanyahu is expert at defying the odds.’ However, puzzlingly few articles are written on this topic – Netanyahu’s ability to come back from seemingly impossible circumstances.

Columnist Nicholas Goldberg comes even closer to the essence of resurrection in a Los Angeles Times op-ed in 2020, in which he writes ‘Over the years, I have lost count of how many political obituaries I have written about Netanyahu — and how many resurrection stories.’ He later comments on Netanyahu’s single life mission focused on security.

Both articles are more anti-Netanyahu than they are a reflection on the why and how of his countless resurrections. So it is worth asking: what is behind this quality?

A mission is fundamental to resurrection, in which certain politicians find a way through whenever the world counts them out.

While commentators focus on the ills of Netanyahu’s tenure as Israeli Prime Minister – indictments of corruption and possible future jail time, thwarting of a two-state solution in favour of the Abraham Accords, and the security failures that contributed to the October 7 disaster – they fail to consider deeper questions related to Tharoor’s description of Netanyahu as constantly ‘defying the odds.’

Neglected in analyses on Netanyahu is the deep trauma of his brother Yonatan’s passing in the famous Operation Entebbe. Neglected is the fact that he was wounded, sometimes severely, on many occasions while fighting for the Israeli special forces. And neglected is the influence of his father Benzion, a notable academic well-known for his writing on the historical oppression of the Jewish people (and on his own later rejection by the Israeli academic community).

These are powerful, deep-seated experiences if not major traumas, which – as Israeli friends well-acquainted with Netanyahu wisely note – underpin his clear life mission of increasing Israeli security in a dangerous world.

Goldberg puts this mission, even if uncharitably, as follows in his column: ‘Netanyahu has stood for one key proposition: that peace is not to be trusted; it is a pipe dream pushed by starry-eyed doves who fell hard for the likes of Yasser Arafat. According to Netanyahu, only battening down, fighting back hard, building walls and rejecting compromise protects the country.’

Netanyahu provides us with a crucial lesson in political leadership: a clear and simple life mission provides the ability to claim victory from the jaws of defeat, even in the most seemingly intractable of circumstances. A mission is fundamental to resurrection, in which certain politicians find a way through whenever the world counts them out.

A mission – simple because it is grounded in brokenness (the death of his brother) – provides Netanyahu (and other politicians that have this quality) with a strategic and tactical advantage that cannot be replicated by opponents without similar purpose. Such mission is not fleeting but enduring, Netanyahu resisting all temptations that might thwart his single-minded purpose.

In the case of Israel, no other Israeli political leader has operated with the same sense of mission as has Netanyahu over the last two decades. For if this were the case, Netanyahu would not currently be in power.

Our focus therefore should never be on dreams deferred, as per Hughes’ poem, but rather on the realisation of our dreams – underpinned by unique and consistent life missions.

Commentators, focusing on external circumstances – the current direction of the war, certain decisions made, the opinions of well-read ‘experts’ – neglect these deeper human questions at their peril, because the answer to the question of purpose helps people find ways through where none seem to exist. Purpose, not circumstance, allows a political leader to struggle and emerge in circumstances where most others falter.

For wider context, we can here turn to the example of Jesus, whose resurrection follows his trials at Gethsemane. When Jesus prays in Gethsemane, it is not clear how he should act. Jesus does not know what God wants from him. But he knows that he must carry out the will of his Father.

He asks ‘My Father, if it is possible, let this cup pass from me, yet not what I want but what you want’. Jesus is alone in his deliberation. He asks and waits, and in this waiting, the way forward is revealed. Here we see, in its most poignant form, struggle and emergence. Jesus is resurrected three days following his death, when even his disciples had counted him out.

Our focus therefore should never be on dreams deferred, as per Hughes’ poem, but rather on the realisation of our dreams – underpinned by unique and consistent life missions. Discerning these missions is not easy. If anything, there is considerable pain involved in doing so.

Yet, struggle that involves the possibility of failure of a dream, within a consistent and singular life mission, contains within it the seeds of success. The dream emerges intact from whatever short-term struggle it faces, if not strengthened.

A way is found where none previously existed, when those focused merely on the seen long counted a person out. In the long run, mission enables victory: the realisation – not deferral – of dreams.