The Marketization of Indigenous Spiritual Practices
Over the past decade, the wellness industry has changed ancient spiritual traditions into commercialized lifestyle trends. Yoga studios and spiritual retreats, meditations, ceremonial cacao gatherings, and women's circles are sold as products in the Western market without their deep cultural and philosophical roots. These actions are a form of neo-colonialism, where dominant cultures appropriate, modify, and sell ancient traditions without respect.
This article will analyze how spiritual practices from South America and India are consumed and promoted by occidental society, who turn them into lucrative products while ignoring their original meaning.
The Repackaging of Indian and South American Traditions
Yoga & Ayurveda: A Spiritual Discipline Turned Fitness Trend
Originally, Yoga was a path to enlightenment and self-growth, deeply rooted in Indian philosophy, with ethical principles (yamas and niyamas) guiding practitioners.
In the West, Yoga has been reduced to a physical workout, without their philosophical and meditative aspects. For example, their benefits are more focused on losing weight and being more productive at work.
Ayurvedic practices, once holistic systems of healing and health improvement, are now marketed as “superfoods” or trendy wellness hacks (e.g., turmeric lattes, adaptogenic herbs, Ayurvedic diet for fast weight loss, etc.)
Yoga Teacher training programs have become fast-track certifications, allowing anyone to become a “yoga expert” without deep cultural or philosophical study in a brief time (for example, on a weekend).
Psychedelic Travel and Sacred Rituals in Shamanic Plant Medicine:
Indigenous South American tribes have utilized Ayahuasca, Peyote, and ceremonial cacao in rituals and spiritual healing.
Today, these practices have become products, with high-priced retreats motivating Western tourists to seek mystical experiences.
The commercialization of plant medicine has led to:
Ethical concerns over Indigenous communities being excluded from the industry.
Environmental damage due to overharvesting of sacred plants.
Disappearance of traditional teachings, with shamans adapting rituals to cater to Western expectations.
Plant Medicine vs. Yogic Science: Two Ways to Increase Consciousness
How do These Traditions Approach Altered States of Awareness?
Both yogic and shamanic traditions explore expanded consciousness, but their approaches are different:
Yoga & Meditation: States of consciousness are achieved by meditation, mantra repetition, asana practice, and breath control (Pranayama). Instead of emphasizing external substances, the emphasis is on inner quiet, self-discipline, and self-growth.
Shamanic Plant Medicine: During holy ceremonies, experienced shamans frequently lead people through the effects of sacred plants like San Pedro or Ayahuasca.
The Western Commercialization of Spiritual Expansion
Both yoga and plant medicine have been rebranded in Western wellness culture to meet consumer desires and needs.
Nowadays, "spiritual biohacking" promotes psychedelic retreats, meditation applications, and microdosing as a means of self-improvement rather than introspection.
Who benefits from this commercialization is the main concern. Traditional practitioners and indigenous teachers are frequently left out of the financial benefits.
Converting Spiritual Practices into Profitable Wellness Trends: From Sacred Ritual to Global Commodity
Using Spirituality as a Business Model
The original essence of certain once-holy traditions has been lost as they have been transformed into lucrative wellness trends:
Ceremonial Cacao: From an indigenous rite to a popular "heart-opening" superfood, ceremonial cacao has undergone a transformation. Nowadays, cafés serve it with little reference to its spiritual beginnings.
Ayahuasca Retreats: Traditionally performed ceremonies have evolved into tourist attractions, occasionally led by untrained facilitators with no experience
Yoga Retreats: Originally centers of spiritual growth, these retreats are targeted to wealthy customers.
Beer Yoga: An example of the trivialization and commercialization of yoga in the West.
The Point Where Spirituality Becomes a Trick:
Beer Yoga Alcohol is involved in beer yoga, which is against the principle that normal yoga is supposed to help us achieve mental clarity. The problem with this trend is that it goes against the spiritual essence of yoga, thus making it a form of entertainment.
Beer yoga is not the only example of what has happened to marketed yoga to come up with puppy, wine, and other variants. This is because yoga is meant to make one become more aware and more in touch with their spiritual self to lead a more peaceful life.
A Problem with this Approach? To this end, it has reduced the sacred practice to a commodity by undermining the intellectual foundations of yoga.
Cultural Identity in Danger
When spiritual traditions are commercialized, they are often distorted and misrepresented. The problem is with Western influencers who have taken the position of spiritual leaders from traditional yoga teachers. While big companies are making money from the ancient practices, the voices of Indigenous people are not included in the mainstream wellness conversation.
Earning More About How We Can Keep These Traditions Healthy While Not Becoming a Part of Their Abuse?
Learn About It: Find out about the history and cultural meanings of the practices you participate in.
Support Indigenous and Traditional Teachers: Go to workshops or training sessions that are taught by people who follow the traditional ways.
Be Careful of Commercial Trends: Check whether the practice you are doing is respectful or derogative towards it.
It is Intentional Practice: Spirituality is not about trends but about the inside work and personal development. If we start paying more attention to how we contribute to these practices, we can transition to a more reasonable and sincere way of interacting with spiritual traditions and avoid cultural appropriation.
Rethinking the Future of Spirituality
The commercialization of indigenous spiritual traditions is a more complicated issue than it may first appear – it is an issue that raises questions of respect, values, authenticity and ethics. While it is natural for traditions to develop, there is a fine distinction between evolution and exploitation.
If the wellness industry really does have healing and enlightenment at its core, then it cannot be overlooked that these traditions and the people who have conserved them for generations are also valuable.
At Northern Light Yoga, our Yoga studio in Oslo, our mission is to bridge the gap between ancient traditions and modern culture. We aim to connect Eastern and Western cultural perspectives. Our goal is to help people reconnect with their spiritual essence. Each person has a unique path to their spirit, and Northern Light Yoga seeks to empower people through various offerings, such as Hatha Yoga, Kundalini Yoga, Yin Yoga, and Vinyasa Yoga, all taught by experienced instructors.
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