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

Belief

Creed

Weirdness

24 June 2024

6 min read

Revival – really?

Are we moving beyond the secular scepticism of religion?

Abigail Frymann Rouch

Abigail is a journalist and editor specialising in religious affairs and the arts.

A cross held aloft is illumminated by a shaft of light that also reveals hands raised in priase.

Jacob Bentzinger on Unsplash.

Whisper it if you will, but an increasing number of observers are wondering if we are creeping towards some kind of Christian revival. High-profile public figures such as former atheist author Ayaan Hirsi Ali, novelist Paul Kingsnorth, comedian Russell Brand and storyteller Martin Shaw have converted. Articles and podcasts from secular writers and thinkers extolling Christianity’s influence on Western culture, the societal benefits of faith, or a renewed appreciation of the sacred, are becoming a more common sight than those tub-thumping for atheism.

Among these thinkers is historian Tom Holland, who has argued that Western values, including secularism, socialism, feminism and human rights have their roots in a “Christian seedbed”. Some secular female writers are finding in the sexual revolution much to regret: Mary Harrington, author of Feminism against Progress, and writer Louise Perry, who penned The Case Against The Sexual Revolution, are opposed to casual sex and in favour of marriage.

Then there’s the Canadian academic and YouTube hit Jordan Peterson, currently on a speaking tour titled, “We who wrestle with God” and offering Bible-based life lessons to his hungry, mainly male, hearers. Even the arch-atheist Richard Dawkins said in a radio interview this Easter that he considers himself a cultural Christian and “I sort of feel at home in the Christian ethos.”

A term has been coined for someone close to Christianity but just outside it, such as Holland: “Christian-adjacent”. The broadcaster Justin Brierley has devoted a book to this apparent renewed interest, The Surprising Rebirth of Belief in God. In it he argues the New Atheism that fed off the horror of the religious extremism behind 9/11 is “a largely spent force” that has splintered into factions. (Sunday Assembly, the gathering for non-religious people, has seen its income plummet from £267,161 in 2016 to just £28,120 in 2022. Its leaders were approached for comment.)

What does all this amount to? Are we moving beyond the secular scepticism of religion? Does anyone want to return to the judgemental, Anglo-centric Christianity of a previous age?

I wish to be somebody who goes, ‘But look, come with me, see this, see that. Does that speak to you?’ The whole of my writing is to help people get away from preconceptions.”

Iain McGilchrist

The author and psychiatrist Iain McGilchrist says of a possible religious revival: “I feel that there is [one], and I feel that there will be. And I think it's important.” Already, he says, “It's much easier to talk about religion and one's religious beliefs … than it would have been 20 years ago [and] a lot of people say that.” Some young people who are not from a religious background have surprised him by finding their way to religion.

People he knows who have turned to Christianity in mid-life have moved “to the Catholic Church, but most of them to the Orthodox Church, because they see … genuine valid, uninterrupted tradition of the divine and the sacred, of worship of it, of the sense of wonder, the sense of relative humility, not triumphant exaltation, and the sense of a shared oneness that is encaptured in these ancient rituals.”

McGilchrist believes the route of fulfilment “is oneness with nature, with the Divine and with one another,” and that rediscovering a connection to the Sacred (he refers to the Sacred or Divine rather than religion) would address other pressing issues such as the “poisoning of the oceans”, due to “a proper understanding of our position in the cosmos, not as the exploiter, but as the caretaker.”

Of his own views, he says: “I genuinely am not sure how to understand what it means to be a Christian really, but I suspect that I am one.” He stresses that he doesn’t want anyone to be put off by their preconceptions of what that might mean. “I wish to be somebody who goes, ‘But look, come with me, see this, see that. Does that speak to you?’ The whole of my writing is to help people get away from preconceptions.”

“There is an intellectual revival, if you like, because the complacent secularism, which culminated in people like Richard Dawkins, is obviously broke.”

Andrew Brown

Mark Vernon, a psychotherapist, author and former Church of England priest, also perceives a shift in the conversation around religion, and a new sense of enquiry that did not exist 20 years ago. He believes “a mystical Christianity” would be needed to reach the many people who describe themselves as “spiritual but not religious”.

Author of Spiritual Intelligence in Seven Steps, Vernon enjoys the silence of a Buddhist meeting or being out in nature on pilgrimage to holy places, “feeling different energies, different pulses, different rhythms … Being in a place where you just feel there's a different thing going on here, that can be healing. I think a lot of mental health is due to just people being trapped in very narrow worldviews.”

Dr Vernon, whose faith journey has included atheism, follows what he calls a “commodious” Christianity – “my perspective on the universal story, which I think is ultimately beyond any one expression of it – and focuses on the “Christ [that] lives within me”, in contrast to “more socially driven” or “conversion-driven” Western Christianity.

For Abby Day, Professor of Race, Faith and Culture at Goldsmiths, University of London, any talk of religious revival is “wishful thinking” but like Vernon she believes that if anything were to speak to the “spiritual but not religious” it would be “within them, or maybe within nature” and “non-institutional”.

Professor Day is wary of the interest in Christianity from the populist right, as seen in the European elections and US Evangelicals’ support of Trump. They “claim Christianity, but what they're claiming is a national identity, and so we're seeing Christianity be weaponised” to deliver a conservative agenda, she says.

Day, author of Why Baby Boomers Turned from Religion, takes issue with some of Holland’s arguments, saying: “The Churches have not shown themselves to be exemplary models of equality or human rights.”

Veteran religious affairs journalist Andrew Brown, co-author of That Was The Church That Was: How the Church of England lost the English people, is less hostile. He says: “There is an intellectual revival, if you like, because the complacent secularism, which culminated in people like Richard Dawkins, is obviously broke.” But he adds: “Most of the stuff that's interesting and new is coming from people who are either Christians or Christian-adjacent.” But, he adds, “It takes a long time for the ideas of the intelligentsia to filter down … “If there is to be anything like [a revival], it has to start locally, and far below the radar of news.” So, for example, what impact has 14 years of austerity had that have led to millions of people attending food banks and warm spaces in churches? (According to 2023 data from Savanta and the National Churches Trust 5 per cent of UK adults visited a church last year to access a food bank (equivalent to around 3.4 million people) and 4 per cent (2.7 million) for a warm space.) “That has to be doing something, but I don’t know what,” he laughs, adding: “There really isn’t enough decent religion reporting because journalism is in crisis.”

That puts established religion in good company. But the Churches the Boomers rejected may have become humbler during their exile, and alternatives are available that offer different emphases. Vernon notes that the Orthodoxy that has attracted Kingsnorth and Shaw – Vernon’s “favourite convert of this revival” – is comfortable with other faiths and is more about participation through liturgy than converting to safeguard your immortal soul. And one attraction of the silence Vernon enjoys is that it doesn’t give glib answers, including to the profound questions around meaning, purpose and identity that beset nation, Church and individuals alike.

Putin’s violent ambitions could yet drive people to prayer. For now, at least, the more thinkers publicly take Christianity seriously and rediscover its wonder and mystery, the fairer hearing its stories, values, social benefits and cultural legacy will receive in the rowdy market-place of ideas, offering – at the very least – the cradle agnostic a more informed choice.