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UpsideDownWorld's avatar

I appreciate how your articles stir me to think more deeply. What comes to mind is how Oprah promoted Deepak Chopra, Dr. Oz, and Dr. Phil, Elizabeth Gilbert. All have turned out to be shills. Every one of them, including Oprah. All of them rich off of opportunism. If I could go back in time and take back all of the energy I squandered on these people, I gladly would. I have learned to be more discerning about where I place my energy as I have become older, and hopefully, wiser. Thank you, Liz.

Shalini B Bahl, PhD's avatar

Thank you for this thoughtful perspective. A big yes to everything you said, especially this: "What they reveal about us—about what we want, what we're willing to ignore, what we're afraid to face—is the real story."

As a marketing academic, I've studied how marketing preys on consumer vulnerabilities, creating dependencies that promise satisfaction but ultimately reduce wellbeing. Many in the self-help world—Deepak, Joe Dispenza, Jay Shetty—have mastered this: they meet people's fundamental need to end suffering while not requiring them to make the uncomfortable changes sometimes, often needed for real transformation.

This brings to mind the 8th-century Indian Buddhist monk Shantideva, who said (paraphrasing): people desperately want to end their suffering but continue to engage in the very thoughts, behaviors, and patterns that create it.

Did these gurus help some people along the way? I'm sure. Did they increase harm? Also yes.

This is where this kind of self help becomes more dangerous than other kinds of marketplace behaviors. Spiritual materialism is more insidious than other forms because people don't recognize it AS materialism. They consume spiritual books, apps, and workshops thinking they're becoming better people, but without addressing root causes, they're just spiritually bypassing their experience. They feed their ego: "I'm spiritual because I meditate."

I left full-time marketing to teach mindfulness, thinking people need more mindfulness than marketing. Instead, I found that even within the mindfulness world, people resort to marketing tactics for personal gain, regardless of harm to end users.

There ARE genuine teachers—Joseph Goldstein, Thich Nhat Hanh—who've worked selflessly from the original Buddhist teachings: we can become aware of our default habits AND learn the steps to change them. But that requires effort, and it's less popular than the quick fixes from self-care gurus.

You're doing important work educating people about the dark side of what's considered sacred. Have you, or anyone else studied the costs and benefits of the self-help industry? That research is needed.

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