But a multitude of contributing factors have recently led early adopters to shift their time and money towards a subject of a less tangible nature: spirituality.

Though applying consumer behaviour to matters of spirituality may seem like a contradiction in terms, plenty of brands, experiences and attitudes are proving otherwise. For too long we’ve been coerced into valuing convenience and technology above all else, with the persuasion that streamlining our lives is the ultimate progression of modern living. 

While the short term gains are evident, in the long run these self-improvements have begun to feel empty. And the traditional markers of identity that we once knew have been gradually eroding. Gender, nationality, religion and age are shifting from rigid labels that define who we are to much more fluid, blurred concepts. As these traditional forms of identification begin to fade, consumers are searching for new modes of guidance.

With a majority 35% of our Audience understanding spirituality as being about “something beyond myself”, our Audience are beginning to look harder, further and deeper in order to reestablish their sense of self and purpose. Hard work, community and something to believe in have all been key tenets of any society, and despite all of our technological advancements - or perhaps because of them - they are as important now as they ever have been. Welcome to The New Spirituality.