4P's and 1C of New Age Spirituality: A Holistic Marketing Review

The transformation of consumers' inner worlds through social and political factors has caused a new type of market to emerge, naturally attracting the attention of marketers over the past years. Motivated by neoliberal economic policies of our time, companies conceive spirituality as a wonder product that is sellable with high profits. In this study, the under-researched concept of contemporary spirituality, which is also called new age spirituality, is reviewed from marketing perspective. The literature research conducted on the subject, in result, draws clear boundaries of the marketing mix for new age spirituality and portrays who the spiritual consumer is. The typical spiritual consumer is appeared to be middle to high age, affluent, high-educated female who is seeking the Truth without belonging to any institutional religion.