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.

Review

Awe and wonder

Books

Culture

Poetry

10 October 2024

6 min read

Charles Taylor on how poetry seeks cosmic connections

The philosopher yields an array of luminous insights.

Paul Weston

Paul Weston is a Fellow at Ridley Hall, Cambridge.

At dusk, three people sit on a field edge and look at the stars emerging.

Rad Pozniakov on Unsplash.

Charles Taylor, Cosmic Connections: Poetry in the Age of Disenchantment

At just shy of 600 pages, philosopher Charles Taylor’s latest book is not for the faint-hearted. At the heart of the book are fascinating questions. What kind of language should we use when we encounter ‘beauty’, or experience ‘wonder’ which seems to take us into a new kind of space, or make time stand still? It could be the sight of a breathtaking landscape. It could be a piece of music. It’s that sense of ‘connection’ with something bigger than ourselves. What might it mean? More particularly, how do we express what we intuitively feel to be real and deeply significant about such things when our usual language fails to capture it?

Taylor says that his latest book ‘is about (what I see as) the human need for cosmic connection . . . one shot through with joy, significance, inspiration’. And his hypothesis is that ‘the desire for this connection is a human constant, felt by (at least some) people in all ages and phases of human history’, even if ‘the forms this desire takes have been very different in the succeeding phases and stages of this history’. The book explores these questions by focusing on late-Romantic European poetry and traces its development through the work of later poets including Goethe, Rilke, Wordsworth, Hopkins, and T. S. Eliot.

The background to Taylor’s explorations is the ongoing impact of the Enlightenment on our language and understanding about ‘truth’ and ‘meaning’. Those familiar with his 2007 book A Secular Age will find echoes of it here, particularly the way in which post-Enlightenment language tended to develop the language of control. This, he argues, became increasingly dominant in Western modernity ‘because it is linked to a practical stance which is basically instrumentalist; we seek out the efficient causal relations in our world with the aim of discovering handles which will enable us to realise our purposes’. In reaction to this narrowing of possibilities, the Romantic poets focused on ‘the experience of connection, and the empowerment this brings: not a power over things, but one of self-realization’. And a key element of the Romantic movement was the recognition that a poem (alongside the wider arts) uncovers deeper meanings: it ‘reveals to us, brings us into contact with, a deep reality which would otherwise remain beyond our ken’.

‘Poetry goes beyond creating a mood, an atmosphere of feeling, and claims to give access to the inner force in a thing, not by describing it, but by making it palpable’

Charles Taylor

The book focuses on the variety of forms that this reaction took amongst Romantic poets. A unifying desire for ‘connection’ led to differing ideas about how poetic language makes this possible and what kinds of meaning are revealed. But the central belief remained constant: that poetic language was the key to addressing a prevailing cultural atmosphere of ‘disenchantment’, in which the desire for cosmic connection had been sidelined.

On the English side of the channel, Taylor finds in Keats’ poetry, a new form of expression summed up in his statement ‘Beauty is Truth and Truth Beauty’. In Taylor’s words, ‘Art raises the object to a new unity and intensity, which constitutes Beauty. But this is not something which just exists in the mind of the artist (or reader); it has reality, and hence Truth, even though this reality is partly brought to fruition by artistic (re)creation’.

Similarly, for Gerard Manley Hopkins, the form of poetic language itself can become a means of ‘connection’. As Taylor puts it, in Hopkins’ work, ‘Poetry goes beyond creating a mood, an atmosphere of feeling, and claims to give access to the inner force in a thing, not by describing it, but by making it palpable’. His poetry embodies this in that it ‘renders the rhythms of the being itself through the “sprung rhythm” of the verse’.

The second half of the book looks to poets of the last 200 years who have navigated parallel pathways towards this ideal of experienced fullness – in the face of increasing industrialisation and disenchantment. Baudelaire longs for the experience of fullness, but finds it barred by a state of melancholy that he described as ‘Spleen’. It is a melancholy brought about by the endless repetitions of mundane and urbanised life. Baudelaire’s attempt to find release from our imprisonment in trapped time is to face Spleen head on and to transform it through poetic contemplation.

T. S. Eliot’s poetry similarly aims to evoke the sources of a fuller life in a culture of decay by means of the ‘continual surrender’ of the poet to something more significant and valuable. In Eliot’s case this resolves in a more-or-less traditional sense of Christian order, but Taylor notes that his poetry doesn’t necessarily require this. Miłosz on the other hand, amidst the social and political upheavals in Poland, sought a higher form of poetry: a poetry that could rise above the discord of social turmoil in order to define a moment and clarify the path that needed to be taken.

‘The work of art opens for us a new field of meaning, by giving shape to it’.

Charles Taylor

At times, the weight and detail of Taylor’s exposition threatens to overwhelm the reader, but he offers an array of luminous insights along the way, and he is largely successful in keeping an eye on the broader questions and themes. Perhaps the most important here is his belief that the human desire for ‘cosmic connection’, with its yearning for joy, significance and inspiration is perennial. The book is in this sense an elaborate historical worked example of this desire, understood – perhaps imperceptibly – as a sense of ‘loss’ or ‘longing’. It is this ‘central aspiration of the Romantic period’, he concludes, that ‘remains powerful today’.

My own experiences of talking with people today seems to amply confirm Taylor’s view. And the search for language to describe the desire for this sense of connection (or the longing for it) continues to thrive even within a so-called secularised culture (most likely because of it). It too seeks language for expression and sometimes struggles for some of the same reasons that the Romantics identified. Taylor’s phrase ‘the immanent frame’ (from his A Secular Age) powerfully evokes a sense of being held on a restricted rein, unable to name or explore the realms of ‘beauty’ or the ‘transcendent’ beyond perceived cultural boundaries. Connected to this is the still commonly held belief that any supposed knowledge derived through the arts doesn’t put us in touch with anything other than ourselves.

Taylor convincingly transcends the supposed dichotomy between these so-called ‘subjective’ or on the other hand, ‘ontological’ possibilities. ‘The work of art’, he says, ‘opens for us a new field of meaning, by giving shape to it’. Moreover, it can ‘realize a powerful experience of fulfillment . . . of connection which empowers’. And Taylor backs his theory with autobiography. In Goethe’s ‘Wanderer Nachtlied’, he says, ‘There is a kind of rest/peace which I long for. I don’t fully understand it, but now I have some sense of it’. Or broadening the artistic field, he finds that listening to Chopin’s Fantasie-Impromptu in C sharp minor ‘opens me up to an unnameable longing’, or that when he listens to Mozart’s Jupiter Symphony, he feels ‘a striving upwards, an expression of praise and thanks, straining to reach some higher addressee (for me, this would be God), but I can imagine that someone else, feeling the ascending movement, would imagine another destination’).

Here then is a book that shines a light on the possibilities of ‘cosmic connection’. Taylor affirms our desires, reassuring us that we should not feel strange to share the same longings for ‘fullness’, for ‘transcendence’, for ‘joy’ and for ‘connection’ as did the Romantic poets. Our recognition of these desires may well have been evoked by the kind of poetry or music that Taylor talks about here. But for all of us, it is good to be reminded that in a western world still heavily influenced by the climate of secularisation many today are still searching for the sense of cosmic connection that Taylor describes.

Charles Taylor’s Cosmic Connections: Poetry in the Age of Disenchantment is published by Harvard University Press.