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
6 min read

This pub chat brought us to tears

In the debris of the Enlightenment there’s a rising warmth to the mystical.
Four people sit round a pub table, some look animated, others pensive.
gaspar zaldo on Unsplash

I recently found myself sitting in an Oxford pub, crying with a man I barely know. And I wanted to tell you about it.  

How did we, two almost-strangers, find ourselves crying opposite each other?  

Well…  

Oh, gosh. How do I say this? We were crying because we were talking about Jesus. 

We’d both been spending the week at a gathering of academics in Oxford and one sunny afternoon, we, along with the other attendees, had wandered to one of Oxford’s effortlessly enchanting pubs. We ordered a couple of their finest IPAs and found ourselves perched next to each other. I quickly gauged that this guy doesn’t dabble in small talk, so, right there - sat in battered leather armchairs and surrounded by people - we spoke to each other about Jesus. Not in any kind of academic or philosophic manner; we just sort of shared what we think of him, what we feel about him, what we wonder about him.  

Ten minutes later, we had demonstrably leaky eyes.  

You see, my comrade in tears and I, we’re both Christians. Over the past two-thousand-ish years, that term has come to mean a number of things – it’s become a weighted word. But what I mean when I say that we’re both Christians, is that we love Jesus.  

That’s so weird to say, isn’t it? I’m resisting the urge to polish that definition up, to mop up the whimsy and make it more palatable for you. My instinct is to reach for an academic reasoning, a profound way to make what I just said sound less weird. But I’m going to resist. I’m just going to let that seemingly absurd truth blow in the wind.  

Can I let you in on something, though? Something a little vulnerable? I love Jesus, but I find him hard to talk to you about. One of two things tends to happen when I try, I get emotional, or I get embarrassed. Neither feels helpful. 

Let’s start with the embarrassment, because it’s easier to explain.  

We live in the debris of the Enlightenment. We’re materialists, rationalists, all that we see is all that there is-ists. We want certainty, we want prove-ability, we want to stand upon the solid ground of reason. We’ve spent the last century or two valuing cold, hard, facts – not warm, soft, inklings. We’ve repeatedly traded mystery for mastery.  And, because of all those things, we’ve ushered in secularism. That’s what we call ourselves, isn’t it? Secular? Those who have outgrown their need of a cosmic saviour, those who have finally burst free of the God delusion.  

This story, this event, it teaches me that everything can be mended, including me. 

This is my context as much as it is yours, and so, with all of that swirling around me – with secularism acting as the societal stage upon which I stand - my belief in Jesus is odd. I have spent my life feeling deeply unintelligent for believing that Jesus was all that he said he was, I can’t deny that. Secular culture has often had me feeling as though I’ve pulled up a chair, ready and excited to play the game of life, only to find that I hold an old set of instructions. Secularism screams at me, points at me, makes me feel as though I’m wearing an outfit that went out of fashion two seasons ago. And so, much to my shame, I get embarrassed. I play its game, a game I wasn’t designed to play, and I lose.  

And then there’s the specificity of Jesus, right? 

Even in the corners of culture where secularism is losing its grip and there’s a rising warmth to the transcendent, mystical, unexplainable things – there’s still a guard up when it comes to religion. In many cases, rightly so. People tend to feel more comfortable in the ‘spiritual, not religious’ camp. There’s something self-preserving about allusivity, isn’t there? Saying that I believe in Jesus strips me of that luxury – my association with him means that I’m also associated with two billion other people, and that can be disconcerting. It means I have little control over how I’m perceived by you, nor how I’m represented by them. It also means that my experiential spirituality is housed within a specific story, a framework, a tradition – I don’t get to pick and choose. It’s an all-in kind of thing.   

So, every time someone who doesn’t know Jesus wants to talk to me about him – someone like you, perhaps - all of the above does its best to shut me up. It mostly wins and I mostly fail you. If – on occasion – I am able to rip the tape of self-consciousness from my mouth, I get frustratingly emotional. And that reaction is slightly harder to explain.

I don’t interact with Jesus as a metaphor, an archetype, or a symbol. You may think me delusional, but I’ve decided to take him at his word, to live as if he was everything that he said he was – fully God, fully human, the whole she-bang. And I take the same approach to Easter – the festival that celebrates the thing I believe to be the truest – Jesus’ resurrection. His death and subsequent un-death, what T.S. Eliot calls: ‘the still point of the turning world’. What Dr Martin Shaw regards as ‘the most extraordinary act of love, so catastrophic in its beauty, we’re still in shock two thousand years later’. 

The realness of it all moves me. It, just as Martin has diagnosed, shocks me. This story, this event, it teaches me that everything can be mended, including me. It brushes against my deepest longings, it silences my loudest fears. And Jesus, the God-Man at the centre of it all? I feel the truth of him in my bones, his love courses through my veins, his friendship makes my eyes sting.  

I feel silly saying all of that – knowing how such sentiments have no home in the secular world we’ve built up around ourselves. And so, I feel paralysed by the need to boil it all down to ‘five facts that prove the resurrection happened’. But I just can’t seem to master it.  

Instead, I wonder if it’s alright that the truth of the event is found in two near strangers inexplicably crying in a pub. Two near strangers being unspeakably moved by the real-ness, the here-ness of a man who was executed two-thousand years ago. Two near-strangers who – despite it going against their (or, at least, my) self-aware sensibilities - were forced to accept that their tears picked up where their words had left off.  

Is that kind of proof acceptable to you? After-all, I’ve never known of someone to weep over a good metaphor, an intelligent myth, or a profound philosophy.  

I’m not opposed to placing the claims of Christianity under the microscope, indeed, I do it myself (when you’re not around, obviously). I’m simply opposed to it being the only means by which we can assess its truth. Afterall, I’m never more certain of its truth than when the only thing I have to show for it is an embarrassing display of tears.  

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