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
Leading
Politics
5 min read

Let's keep hope weird, Zack

Amid growing grief for the future, the Greens' leader is calling for 'ordinary hope'

Lauren Westwood works in faith engagement communications for The Salvation Army.

Zack Polanski walks down an alleyway
Zack Polanski returns to Manchester.
The Green Party

The recent Green Party’s political broadcast has been praised for its emotional clarity, moral urgency and a call to action that has seen party membership surge.  

Looking down the lens, recalling his years growing up in the north of England, party leader Zack Polanski sighs,  

“There was something in the air… a kind of ordinary hope.” 

As he walks through a typical British city, filmed in Manchester, lined with terraced houses and bright-white lights beaming over takeaway shops and industrial bins, he diagnoses the collective hopelessness of a ‘people too tired to fight, to sleep.’ 

In just under four minutes, Polanski disarms objections to his cause with a sensitive, poetic script. He opens by referring to the common experience of a satisfying bowl of cornflakes – before plainly illustrating the socioeconomic injustice facing the everyman. He then makes the case for fair wealth taxation, and closes with the cheery challenge:  

‘Let’s make hope normal again.’ 

It’s a compelling appeal that resonates with those weary of cynicism. But what does it actually mean? 

To be clear, I call this to question because I desperately want good things for our country. Warm homes, clean air, safe streets and an NHS that works for all – I believe these things should be normal. But I’m not sure I want to normalise hope. 

Because real hope is weird. 

Hope is not to be confused with optimism, or good prospects, or a positivity about the future reserved for the privileged. It’s not increased with social mobility or sitting comfortably in a five-year plan. Hope is not even the belief that things will get better. Real hope is much truer than that. It is a deep knowing that all shall be well, even when that seems foolish – a glance through the ancient literature of the Bible points to hope as singing in a prison cell, relief in the wilderness, resurrection in the face of crucifixion. 

As NT Wright, the theologian, puts it: ‘Hope is what you get when you suddenly realise a different worldview is possible, a worldview in which the rich, the powerful, and the unscrupulous do not after all have the last word.’ This kind of hope doesn’t waiver with the housing market, interest rates, or inheritance tax. It’s not the result of good policy or strong polling. It’s the stubborn belief that love wins – and has, in fact, already won – even, or especially, when it looks like all is lost. 

This is where Polanski’s got it right. There is a present and growing grief for the future. Across the UK, millions feel disengaged, disrespected and undervalued. Distrust of politicians, division in communities and loss of faith in the systems supposed to be for our benefit seem to be at an all-time high. 

Polanski’s call to hope comes at a time when a redeemed order seems impossible or, at best, several generations away. But, instead of accepting the kind of ‘ordinary hope’ Polanski experienced back in his youth, the answer to our deepest longing lies in realising we need something extraordinary to happen and knowing that we’re allowed to believe that it will. 

We don’t need to be desensitised to hope – we need the opposite. We need to be reawakened to everyday glimmers of redemption – the neighbour who pops by for sugar and stays for a safe conversation, the health worker who acknowledges a former patient with a grateful smile, the family whose fear is soothed by the kind gesture of an elderly white neighbour – and recognise our share and our part in bringing it on, believing there is yet more and better to uncover. 

Polanski is incredibly perceptive in his address to the concerns of the hard-working plumber and the fledgling hair salon owner, nervous that their hard earnings and ambition will be cut short: ‘I wondered, “Why did they think I was talking about them?” And now, I get it. It’s because it’s too hard to picture.’  

Hope, too, is hard to see. A better world is hard to imagine. Though Polanski is advocating for a public reform and reimagination of what it means to be taxed, our souls are capable of the sudden realisation that another way is possible. We can experience life-altering revelation that leads to fresh vision, both for what is seen and for the yet unseen. 

For the Christian, hope is not some far-out abstract concept, but a gift made real through belief in the life, death and resurrection of Jesus Christ – a Middle Eastern man who walked the earth two thousand years ago, held no title, had no place to lay his head, and called himself the Way, the Truth and the Life. See? Real hope gets weird. 

Instead of being content to accept an ordinary hope – made small, palatable and unremarkable – we can embrace hope as it was designed. A liberating reality that brings steady assurance to every thought, every reaction, every decision and, yes, every vote. This confidence comes not because we are sure of our own rightness, but precisely because we are not. We submit to its mystery because a hope that we can control, mediate and measure will never lead to the transformation we most long for. 

Do I long to see an increased hope for the future across the UK? Of course. But do I believe we should ever grow accustomed to hope? I don’t think so. We need contagious hope – wild and holy and strange, anything but normal. 

Tax the super-rich so that children can eat, parents can sleep, and ordinary people can be lifted out of extraordinary poverty, if you want – but let’s keep hope weird. 

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