[Millenial]…’values hold that the self is an autonomous being, the self’s desires are fundamentally good, and societal and sexual repression as not just undesirable but actively evil. These millennials, which in my new book I called “Remixed Millennials,” are at once attracted to moral and theological certainty — accounts of the human condition that claim totalizing truth or demand difficult adherence because the challenge is ultimately rewarding — and repulsed by traditions that set hard limits on personal, and particularly sexual or romantic, desire.
That, for better or for worse, is where corporations come in. Increasingly, companies have recognized that there is a gap in the needs of today’s Remixed: institutions, activities, philosophies and rituals that manage to be challenging and totalizing while also preserving millennials’ need for personal freedom. It’s the dot-com bubble for spirituality, a free marketplace of innovation and religious disruption. No sooner does something become a viral movement than an ingenious startup finds a way to re-create it at a more profitable price point. (Columbia Business School is currently hosting an incubator for “spiritual entrepreneurs,” offering a certificate in spiritual entrepreneurship for those who complete a 20-week course.)
Consumer-capitalist culture offers us not merely necessities but identities. Meaning, purpose, community and ritual can all — separately or together — be purchased on Amazon Prime.
As journalist Amanda Hess wrote in The New York Times, “Shopping, decorating, grooming and sculpting are now jumping with meaning. And a purchase need not have any explicit social byproduct — the materials eco-friendly, or the proceeds donated to charity — to be weighted with significance. Pampering itself has taken on a spiritual urgency.”’
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