The individualist nature of the typical form of marketed spirituality, that is, a collection of selected beliefs from a variety of religious sources, further entrenches a shallowness and lack of respect for established traditions in the modern consumer society.
At its worst, it echoes the recent trend of 'slacktivism,' an easily opted in-to (or co-opted) cause, where the individual is motivated not by the cause itself, but rather how it reflects on them in the eyes of their peers. More than ever, via social media, an individual's personality and beliefs are things to be constructed and shown off, creating an image for outsiders to see.
This public character construction is unsurprising, as it is a product of the individualist culture we live in. Choice and the market are the twin drivers of our society, and as such we are targeted as consumers from an early age. The individual is lauded.
Everything is for sale, including Religion and Spirituality. The individual can subscribe to whatever belief system they like, and all are equally valid, regardless of their relative merits, because the individual must be affirmed.
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