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
Art
Culture
Trauma
War & peace
5 min read

Forgotten soldiers and new narratives are shaping how we mark our wars

Writing our history of conflict is as much a war of images as of words.

Susan is a writer specialising in visual arts and contributes to Art Quarterly, The Tablet, Church Times and Discover Britain.

An actor reads a speech at a commemoration
Timothy Spall recites Churchill.
Sky News.

Heading into an intense summer of World War Two remembrance, with May’s commemoration of the 80th anniversary of VE Day followed by marking the end of war in the Far East in August, it is remarkable how well the essentially Edwardian model of honouring the war dead has stood the test of time. 

In The Edwardians Age of Elegance exhibition, at the King Gallery’s, a room is devoted to the passing of the extravagant turn-of-the-century era into the sombre age of war memorialisation, following World War One. George V commissioned traditional English artist Frank O Sullivan to paint the inaugural service for the Unknown Warrior in Westminster Abbey. The long canvas, with a domed frame at the centre to accommodate Edwin Lutyens’ freshly unveiled, lofty Cenotaph, captures the solitary King walking behind a flag draped coffin, mounted on a gun garage, as the parade passes the war memorial. Initially a temporary wood and plaster structure, Lutyens’ Portland stone monument commemorated over a million soldiers lost in the Great War, some buried near the battlefields near where they fell, and nameless others whose remains had been obliterated by mechanised warfare. 

Attended by widows, ex-servicemen and armed forces personnel, the 1920 Armistice Day ceremony marked a shift away from solely glorifying commanders and officers, placing the sacrifice of ordinary combatants centre stage. The monarch symbolised his gratitude to his people, rather the other way around. 

Ceremonial Great War gun carriages featured in the London VE Day parade on 5th May. And the King’s Troop, Royal Horse Artillery provides gun carriages and teams of six black horses for state funerals. Following World War Two, and complete mechanisation of artillery, George VI instituted a troop of horse artillery for ceremonial occasions, enshrining the continuation of practices from a previous era’s warfare. 

Layering memorialisation upon memorialisation was also evident in the 5th May ceremonies when actor Timothy Spall read an extract of Churchill’s Whitehall speech, given to the crowds when European hostilities ended.  

“In the long years to come, not only will the people of this isle, but of the world wherever the bird of freedom chirps in human hearts, will look back on what we have done and they will say do not despair, do not yield to violence and tyranny, march straight forward and if needs be, die unconquered.”  

Narratives around the present and recent past are codified with a focus on forecasting how future generations will view events when looking back.  

While Europe celebrated in early May 1945, the one million troops of the Fourteenth Army continued fighting the Japanese Army through Burma and the Pacific. Dubbed the Forgotten Army and the Forgotten War, their campaigns were underplayed in the Allies’ wartime narrative. Singapore’s fall to Japanese forces in February 1942 was seen as a shameful defeat. Remoteness from London of the Far East campaign, and the vastness of the theatre of war, made it near impossible to report on by radio and print journalists. Letters to and from the Fourteenth Army took months to reach their destinations.  Soldiers and civilians held as prisoners of war by Japanese forces were forbidden to make images or create records of their captivity, making contemporaneous images of their incarceration rare. But drawings of camps and hospitals by Jack Chalker hidden in hollowed out bamboo sticks, acted as preparatory works the artist to later make paintings such as his painting Medical Inspection, Chungkai Hospital Camp 1943, created in 1946, and now held by the Royal Army Museum. 

As traditions of commemorating the war dead evolve, new grey areas come to light, demanding space in the official narrative 

Contrasting the paucity of images of the war in the Far East, with the array of works depicting the Blitz in London - created with  American audiences in mind, in the hope of winning support for the Allied cause - together with photographic images of North African and Middle East operations, it is little wonder the Forgotten War struggles to be remembered. Veterans of the Far East campaign and POWs were far more likely to join ex services organisations such as the British Legion and Burma Star, than those who served in Europe. Marginalised from victory and peacetimes narratives, the Forgotten Army chose to remember together. 

Before Victory over Japan’s 80th anniversary is commemorated on 15 August, with the famous cover photo of an American sailor dramatically embracing a woman in a white dress showing on repeat, the 80 years since the dropping of atomic bomb on Hiroshima and Nagasaki will have to be faced. Mainly civilians died as a result of impact and sickness from the bombing of Hiroshima on 6 August and Nagasaki on 9 August, with estimates of between150,000 -246,000 deaths. Whether the only use of nuclear weapons in warfare was justified, as it prevented loss of life from not having to wage a military campaign to occupy mainland Japan, or the horrific sacrifice of so many civilians was a war crime, remains a morally grey area. 

As traditions of commemorating the war dead evolve, new grey areas come to light, demanding space in the official narrative. Actress Sheila Hancock wrote recently about the trauma and fear of being an evacuee, sent away from her London family as a small child, to an emotionally neglectful home in the ‘safer’ countryside. Forced adoption of children born to lone mothers, and the stigmatising treatment expectant women received at the hands of Christian denomination- ran mother and baby homes, is a wartime and postwar story now demanding to be heard. 

Lesser documented stories of marginalised civilians, and combatants in faraway places take time to emerge, fighting to be heard above familiar images of plucky cockneys in bombed out buildings and amorously celebratory sailors. Shaping a multifaceted history of conflict is as much a war of images as of words. And as families become more transnational, the search for a shared narrative can replace clinging to the right or official story. 

The idea of army chaplain, the Reverend David Railton, to commemorate an Unknown Warrior with honour, still resonates over a century later. Railton’s battlefield altar cloth, known as the Padre’s or Ypres Flag, covered the coffin on its journey from Boulogne to Westminster Abbey. 

Stretching and fraying to include the stories of groups previously overlooked, the Edwardian fabric of military remembrance is proving remarkably strong. 

 

The Edwardians: Age of Elegance, the King’s Gallery, until 23 November.

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