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.

Review
Culture
Film & TV
Monsters
War & peace
6 min read

The Fantastic Four taught me about family, truth and the end of the world

The whole film has a grown-up sophistication about what really matters.

Krish is a social entrepreneur partnering across civil society, faith communities, government and philanthropy. He founded The Sanctuary Foundation.

THe Fantastic Four stand on a podium
Walt Disney Studios.

I’ve just been to see the The Fantastic Four: First Steps, and honestly, I think it’s brilliant. It’s my favourite Marvel film in a long time. I might have to go all the way back to Guardians of the Galaxy to find something as funny, engaging, and moving. There’s a lightness to it, but also a surprising depth. 

First of all, the setting. It’s done in this beautiful, kitschy 1960s style—retro aesthetics, clean design, soft colours. It’s subtle, not forced, and it gives the whole film a kind of grown-up sophistication. Then there’s the casting—each of them is just spot on. Vanessa Kirby plays Sue Storm as an independent, intelligent, maternal powerhouse. And Pedro Pascal’s Reed Richards—brilliant but vulnerable—brings something pretty human to the role of a superhero. Even through the layers of CGI animation, Ebon Moss-Bachrach brings pathos and quiet dignity to the role of Ben Grimm aka The Thing.  

But what really grabbed me wasn’t just the style, the humour or the casting—it was the themes. At the heart of this film are some big, timely questions: about family, about sacrifice, about truth—and about how we respond when the world is falling apart. 

The power of sacrifice 

Here’s the big plot point—and this is not a spoiler because it’s in the trailer—the Fantastic Four are about to become the Fantastic Five. Sue Storm aka The Invisible Woman is pregnant. She portrays well that beautiful mix of nervous excitement that every expectant parent knows. But because she and Reed Richards aka Mr Fantastic are becoming parents with superpowers and gamma radiation in play there is an additional fear and uncertainty about their unborn child. In the middle of this domestic intimacy things escalate. A threat emerges—Galactus, a cosmic entity capable of devouring entire planets. Sue and Reed are given an impossible ultimatum: to relinquish their unborn child to Galactus and save the world or keep their child and see the world destroyed.  

The film could have taken the easy route and made the unborn child symbolic or vague. But instead, it takes this child seriously. There’s a very beautiful moment where Sue uses her invisibility powers to reveal their baby as a fit and healthy little boy asleep in her womb. He is real, precious and non-negotiable.  

The heroes will not even consider sacrificing the unborn child. They are willing to give up their own lives. They are willing to risk everything they have. But they won’t hand over their child to save the planet. 

That hit me hard in a culture where the idea of sacrificing a child—or at least, the rights of the unborn—has become politically and ethically contested. People take a range of views on the issue, but here is this blockbuster superhero movie saying: “No. Even if the planet is at stake, this child matters.”  This is a brave, countercultural stance that surprised me.  

It is also particularly poignant given a view that is becoming more widespread: some people are suggesting that in order to save the planet, we should stop having children. Clearly they genuinely believe the world would be better off without future generations. But that logic feels deeply broken. It is as if we are trying to protect the planet from children, instead of for them. 

What this film offers is a total reversal: the child is not the threat—the child is the hope. And for Christians, that resonates. Because at the heart of the gospel is the story of a child—born into a broken world, not to destroy it but to save it. And while Sue and Reed won’t give up their child to save the world, the Christian story is that God did just that.  He was willing to do what this superhero family wouldn’t—sacrifice his Son to save us.  

Truth and politics 

As if the personal and familial dilemma was not enough by itself, the film also raises important political questions. The Fantastic Four are given the ultimatum about saving the world in the privacy of a meeting with Galactus on the other side of the universe. When they finally make it back to earth, they are asked to make a press statement and told to keep it short. 

I found myself willing them to be quiet, to protect the privacy of their decision to save their baby, to save themselves the inevitable backlash, but instead they choose honesty. They tell the world the truth about the impossible decision they had to make—and why they made it. 

In today’s political landscape, that kind of transparency feels rare. We’ve seen moments—during COVID, during the cost-of-living crisis, even around immigration and the rescuing of Afghan families—when the public hasn’t always been trusted with the full picture. Leaders hide behind spin, afraid to speak plainly, or take responsibility. 

In the film we see what happens when the Fantastic Four choose honesty, even as a baying crowd surrounds their base. A speech is made that displays vulnerability, integrity, and courage. It reminded me that truth isn’t just about facts—it’s about trust. The best leaders are those who invite people into difficult conversations, who treat others as grown-ups, who inspire hope rather attract blame.  

How do you face the end of the world? 

It is not unusual for a superhero movie to navigate a global catastrophe, but this time planet earth is given some warning. The Silver Surfer comes as a herald ahead of the impending doom, warning of Galactus’ plan to devour the planet, and challenging people to use their time well, to celebrate life and show love to their families. The Surfer is almost a John the Baptist figure, although the prophet’s advice was repentance not just holding your loved ones closer. God was not coming to consume the earth for his own gratification, but to make the ultimate sacrifice to deal with the problem and reconcile humanity to himself.  

A headline in the Daily Express the other weekend claimed: “Global Crises send GEN Z to church” It does seem that for some young adults there is renewed interest in spiritual things in general and Christianity in particular. Perhaps it really is because the world feels like it is about to implode. With climate crisis, political chaos, and global conflict, people are looking for hope, purpose and salvation in real life as well as in happy endings to movies.  

Fantastic Four really made me think - while also making me laugh about car seats, pregnancy tests and giving birth on a spaceship.  I left feeling encouraged. Not because it offered easy answers, but because it reminded me that love—real, sacrificial, inconvenient, dangerous love—is still heroic. Truth matters. Children matter. Andd all the more so when faced with a brewing apocalypse. 

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