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
Trauma
5 min read

Unforgivable: Jimmy McGovern’s brave storytelling

Intelligent, understanding, and compassionate stories of a family affected by abuse

Henry Corbett, a vicar in Liverpool and chaplain to Everton Football Club.  

  

A family sit together watching a trial in a court.
BBC.

Jimmy McGovern would rather be called a storyteller than a writer. 

And what important, life-changing stories he has told. 

His 1996 TV film Hillsborough told the true story of the disaster in which 97 Liverpool supporters lost their lives. His 2014 story Common was written after he received a letter from a woman whose son was in prison unjustly under the Joint Enterprise Law. His 2017 BBC series Broken showed a caring priest dealing with a mix of situations, including the often hidden, catastrophic effects of gambling addiction. 

In those, as in all the stories he has told over the last 45 years, he seeks to serve the story, to be each character’s best barrister where possible, and to help an understanding of the often-complex situations the characters find themselves in. 

Brave, important stories, and here is another extremely brave story. 

A psychologist who worked with sex offenders contacted McGovern with the stories she was encountering in her role, and she mentioned the disturbing fact that so many people who abuse children have themselves been abused. A story that needs to be told? So to Unforgivable

Joe, played by Bobby Schofield, is in prison for sexually abusing his young nephew Tom. Tom blames himself for not saying more at the time. Joe’s sister Anna, played by Anna Friel, is trying to cope with her son Tom’s silences that are only interrupted by a “Yes” or a “No”. She has to go into school after Tom has been involved in a fight and amidst all this her and Joe’s mother dies, “from a broken heart”. Who broke her heart? Joe, surely. Joe’s father Brian, played by David Threlfall (the cast are all brilliant), agrees with his daughter Anna: they are both furious with Joe. His mother was the only person from the family who visited Joe in prison. Joe cannot come to his mother’s funeral. And young silent Tom has an older brother Peter who sits at the table with a stressed mother Anna and a non-communicative younger brother Tom. The whole family is blitzed. 

The mother’s funeral happens, and then Joe’s release date from prison comes. Where can he go? Right safeguarding procedures are put in place and he goes to St Maura’s, a place under the caring watchful eye of Katherine, an ex-nun, played by Anna Maxwell Martin. 

Joe is ashamed, penitent: “I am just a piece of s**t”. He gets spotted as he walks alone by the River Mersey and gets beaten up. In hospital the nurse asks “Why?”. He tells her that he is a child abuser and wonders if the nurse will continue to help him. She does. Is his life worth living, shunned by family, beaten up by lads who know him? 

Two things move him to action. The ex-nun goes with him to therapy sessions and tells him of her breast cancer. He is sorry to hear that. And he tells her the story of his abuse at the hands of Mr Patterson the football coach of his very successful under-12 team, and not only of his abuse but of one of his team mates too. 

The case against Mr Patterson goes to court, the family hear of Joe’s abuse, and Anna has another level of stress to deal with: if the abused often become abusers, then what about her Tom, will he become an abuser? Of course, not necessarily, and the other abused player tells Joe he didn’t go on to become an abuser. 

Not for one moment is the drama being soft on the horrors of child abuse. Joe was wrong, totally wrong. His act of abuse has and is affecting the whole family massively and tragically, and he should go to prison, serve his sentence and when he comes out there should be vigilant, effective safeguarding measures put in place to stop any repeated abuse. And child abusers can be very manipulative, can put on acts of contrition, and go on to abuse others. Not for one moment should we lower our guard. 

So where does this leave us? Many of us at some stage may be in the company of a family where a shocking, shattering act of child abuse has taken place. How do we respond? Do we blank the offender, wish them dead or in prison with the key thrown away? Are they inhuman monsters, just “pieces of s**t” as Joe describes himself? But Joe is a human being, he does seem penitent, and he was himself abused and he has taken his abuser to court to stop that person abusing others. What of others in the family? Anna’s hate, the father’s hate, the older brother feeling side-lined, Tom’s monosyllabic “yes” and “no”s, the desperate burdens they are carrying. How do we respond to them? 

A story-teller’s role is sometimes to ask awkward questions. Here is a final awkward question: is Joe forgivable or unforgivable? 

It’s also an ancient question. The unforgivable sin that Jesus talks of is the sin against the Holy Spirit, and that is calling good evil and evil good. Joe calls out his abusive act as the work of a piece of s**t. He goes after the person who abused him to prevent others suffering from a horrible, wrong, bad, traumatising act. 

I’ll finish with thoughts from people who know something of abuse, torture, injustice. 

Bryan Stevenson, the American lawyer and activist who has worked with many people on death row, says: "Each of us is more than the worst thing we've ever done." 

Desmond Tutu and his daughter Mpho who lived through the atrocities and abuses of apartheid say in their Book of Forgiving that forgiveness is not easy, is not a sign of weakness, is not forgetting, and is not quick. They suggest a fourfold path: telling the story, naming the hurt, granting forgiveness, and, depending on the situation, renewing or releasing the relationship. 

Jimmy McGovern tells the story and names the hurts movingly, bravely, and compellingly. 

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