The spiritual marketplace and consumerism are considered by many academics to be main components of New Age spirituality. But even suppliers of New Age goods and services find that their consumers come and go, and business isn’t always booming. In fact, they have many of the same monetary complaints as leaders of World Religions. Spirituality in the West is subject to the same principle no matter what faith tradition that spirituality stems from.
As capitalism and consumerism have grown hand in hand, our concept of ‘value’ has changed. This is especially true I think for Americans. Compared to other Westernized nations our goods come relatively cheap due to low labor costs here in the USA, and the exploitation foreign workers through their extremely low wages. We are used to ‘getting a deal’, ‘getting bang for our buck’, and ‘getting more for our money’. Eventually, value gets equated with quantity. (For more on this, see my article: “Equating Value To Money: Effects On Religious And Spiritual Involvement”.)
It is hard to quantify matters of spirituality. In turn, this challenge makes people perceive matters of spirituality less valuable than other elements of life that prove to be more tangible. It’s on tangible items, people often choose to spend their money instead of spiritual experiences. Especially when money is limited, priorities do not often fall in favor of spiritual goals. Perhaps the low status of spiritual experiences is not due to a conscious decision to rank it lower, but rather the effect of an ‘out of sight, out of mind’ factor. To combat this way of thought, no new jazzy products or marketing techniques will convince people to spend money on spirituality. Instead our perception of value must change. When we find more value in safety, security, love, peace, and fulfillment than in tangible items that become out of date, worn, and break, then spirituality will move up in monetary priority.