The Spiritual Marketplace
Spiritual discernment, Part 4
The “spiritual but not religious” are known for their individualistic self-understanding and tendency to appropriate freely from different cultures and religious traditions to meet personal goals. They also are known for skillfully commodifying and selling spirituality.
Andrea R. Jain
From: https://bulletin.hds.harvard.edu/namaste-all-day/
The opening quote brings to mind the times I’ve witnessed the spiritual marketplace in action. It also makes me recall my own interactions and choices within it -- some wise, some ignorant.
What is the spiritual marketplace?
The term, "spiritual marketplace", refers to the varied and often commercialized panorama of spiritual practices, beliefs, services, events, and goods obtainable in our contemporary society. It describes an array of offerings from which people can select and make purchases. These offerings often lie beyond the boundaries and scope of traditional religious institutions.
In this arena, people are free to create a combination of “goods” based on their preferences, needs, or goals. With ready accessibility to this marketplace, keen awareness and careful discernment are important, especially for those of us who are spiritually independent, who may embrace an interspiritual view.
The spiritual marketplace offers a wide variety of possibilities, including but not limited to:
· Alternative healing practices, such as Reiki, acupuncture, meditation, yoga, crystals, and astrology.
· Books and media, such as print books, podcasts, courses, and social media content focused on personal growth, self-help, and spirituality.
· Events, such as workshops or retreats, aimed at spiritual growth, wellness, mindfulness, or personal transformation.
· Practices that might be termed “new age”, a broad category that could include practices such as channeling, energy healing, and esoteric teachings.
· Spiritual guidance in the form of life coaches, spiritual advisors, and psychics who offer personalized guidance or readings.
Before continuing, I must clarify that the above items are not necessarily and automatically to be avoided. I am acquainted with many credible individuals, organizations, and companies that offer one or more of these products, practices, or services. I also regard myself as a credible individual among them in areas where I have experience and expertise. The key is to develop the ability to effectively discriminate among the dizzying number of possibilities that present themselves.
The Lure of Commodified Spirituality
Segments of the spiritual marketplace are rightfully critiqued for their commercialization. Critics often argue that we run the risk of spirituality being increasingly "sold" to us in the form of consumer goods and services, frequently in ways that strip them of their deeper meaning. Spiritual commodification may be viewed as part of a broader societal leaning toward individualism and consumerism. When spirituality is included within this trend, it becomes yet another commodity to be consumed.
The spiritual marketplace reflects a shift toward personalized, eclectic approaches to spirituality, where individuals navigate a mix of different traditions, practices, and philosophies. I’ve addressed this shift in my posts about spiritual independence and interspirituality. A person may stumble into spiritual commodification, however, even while rooted in a single tradition. A memory from my own life comes to mind.
Several years ago, I was invited to accompany a close friend to a regional basilica. She wanted me to visit it because she was taken by its beautiful grounds, impressive artistic works, and the serenity that graced its buildings. In her view, it was a perfect place for prayer and contemplation, so we travelled there together with her hope that I would see and experience it similarly.
Tranquility wasn’t what I most recalled from the day, however. What stood out was the busload of animated tourists who arrived just as we began our exploration of the site. The visitors were unloaded straightaway, in front of the enormous gift shop near the property’s main entrance. Once inside, the large group of sightseers scattered in all directions. They eagerly browsed aisle after aisle of religious paraphernalia and eventually formed long lines at the cash registers. At one point, a font of holy water, situated near one of the shop’s doorways, was nearly overturned due to the exuberance of the customers. The day became a study in contrasts for me.
In fairness, I attempt to quiet my judgment whenever I entertain that memory – for both the caretakers of the basilica as well as its enthusiastic gift shop customers. My place is not to critique the intentions of the sellers and consumers of the religious products that day. Rather, I am reminded to examine my own intentions when I purchase, display, or use specific spiritual items. The same can be said when I participate in spiritual groups and activities or offer certain services to others.
Spiritual Appropriation: A Frequent Sidekick
Where spiritual commodification occurs, we often find spiritual appropriation as well. Appropriation refers to the act of taking or borrowing elements of a spiritual or religious tradition that is associated with a certain culture or group, especially one that has been historically marginalized. This is done without sufficient knowledge, respect, or permission. It can perpetuate harmful stereotypes or misunderstandings and typically involves adopting practices, symbols, rituals, or beliefs and commodifying them -- for profit and/or aesthetic reasons.
Appropriation often strips practices of their traditional or cultural contexts and presents them as trends or lifestyle choices. Someone, for example, might adopt sacred symbols or rituals from Indigenous, African, or Eastern spiritual traditions without understanding their significance, context, or the history of oppression those cultures have faced. This can lead to the exploitation or trivialization of deeply meaningful practices. In addition, the transformative potential they originally held is at risk of being lost in the process.
Certain forms of spirituality such as meditation, sacred rituals, or mystical teachings, for example, may be packaged and marketed to make them attractive and accessible to target populations of consumers. Other examples include the incorporation of ancient yoga teachings into trendy fitness regimens, the selling of “healing” crystals, or the delivery of workshops and retreats that promise spiritual enlightenment (for a high fee, of course).
The Selling of Spiritual Fads and Solutions
A marketer’s dream involves people who indiscriminately purchase religious items or spiritual experiences as fad followers, rather than as genuine spiritual seekers. Marketing may also be aimed at those looking for solutions to problems like anxiety, depression, trauma, or pain. Both legitimate and illegitimate spiritual teachers and healers utilize the same social media platforms and other avenues to market their products and services. In all cases, buyer beware.
“The Commodification of Spirituality”, an interesting and related 2019 article, was written by 17-year-old Lucy Liversidge for Kid Spirit, a nonprofit online magazine and community, produced by and for youth, that engages them in life’s big questions. In the piece, Lucy shared her experience with a holistic wellness boutique in her area. She sarcastically stated that the “…one-stop-spirituality shop peddled the solution to my discomfort, pain, and anxiety in the shape of an organic scented candle.”
Over time, after a fair amount of money had changed hands, Lucy came to understand that the possession of spiritual paraphernalia could never be a gauge for the state of her mental health or spiritual development. She criticized what she called the corporate commodification of all things spiritual, to which she had earlier fallen prey. She confessed her previous assumption that spiritual progress “was hers for the purchasing” rather than hers for the receiving, through sincere self-reflection and inner transformation.
This was wise discernment from one so young.
Spiritual Discernment in Action
How do we avoid the pitfalls of spiritual commodification and appropriation? Navigating the spiritual marketplace requires a thoughtful and cautious approach. The spiritual market has grown appreciably over the years. As you’ve likely experienced, any number of offerings can be yours for a price. We’ve established that there are many credible and genuine practitioners, teachers, and sellers – but there are also plenty who aren’t. Here are some tips to help you make your best judgements.
Let intuition be a guide. If something feels off, trust what you sense. Your inner compass serves to steer you toward that which is trustworthy.
Beware of manipulation. There will be some sellers in the spiritual marketplace who use manipulative tactics to make you feel dependent on them. Be cautious of those who encourage dependency rather than empowerment or who discourage any doubt or questioning.
Evaluate the intentions of the seller. Pay attention to what seems to motivate the person, organization, or business. Is there a clear focus on helping others -- or is there a greater interest in making money or gaining followers? Legitimate sellers in the spiritual marketplace will prioritize the well-being of their clients over financial gain.
Examine Your Own Intentions. Ask yourself why you're drawn to certain spiritual practices or trends. Are you sincerely seeking personal growth, healing, or connection -- or are you seeking external validation, status, or a shortcut to enlightenment? Be honest with yourself to ensure that your approach to spirituality remains grounded in authenticity rather than commodification.
Check credentials. So many offer products, spiritual guidance, workshops, teachings, and other services these days. Be wise by getting a solid sense of their background and qualifications. Do they appear knowledgeable and experienced in their claimed area of expertise?
Do your homework. Look into available reviews, testimonials, or other feedback from those who have engaged with the product, service, or teacher in the past. These can give you valuable information about what others have experienced.
Check alignment. Does an offering resonate with your spiritual values and beliefs – with your current spiritual paradigm? Spirituality is very personal, and it’s important to engage with practices and teachings that feel authentic and true to who you are.
Assess integrity. Seek out teachers, leaders, or guides who you experience as genuine and respectful to others. Consider whether they appear to “walk the talk”. Do they embody a person who cultivates and lives true to their own spirituality? Do they empower others to do so as well?
Aim for long-term benefits. Assess whether an offering is focused on long-term transformation — or quick fixes. Avoid individuals or groups that pressure you into speedy decisions, or who promise immediate changes (especially for a high price). Real spiritual development tends to be an incremental and deeply personal process, which often follows an irregular trajectory.
Maintain a healthy skepticism. Applying spiritual discernment does not equate to living life in a constant state of apprehensiveness. Preserving a reasonable level of skepticism, however, can guard you from being misled until trust has been earned and firmly established. You have a right to question -- especially anything that feels overtly deceitful or simply too good to be true.
Respect cultural and spiritual traditions. Many spiritual rituals, symbols, and practices are deeply rooted in specific cultures and histories. Learn about those histories, about the origins and significance of the rituals, symbols, and practices to which you are drawn. Regarding them with respect, as well as understanding their contexts, can help avoid reducing them to trends or fads.
Engage in community with others. Spirituality thrives in communities that offer mutual support, growth, and respect. Those that prioritize genuine connections over profit or status is an effective way to avoid falling into commodification.
Final Thought
Know the limits of the spiritual marketplace. Spiritual growth can’t be bought. All the books, courses, retreats, artifacts, practices, and guidance you purchase may (at best) prove to be tools that assist in the process. In the end, however, they will not be what actually produces the spiritual growth and maturity you seek.
That is an inside job.