Talk of 'spirituality' and 'individual religion' is proliferating both in popular discourse and scholarly works
Increasingly people claim to be 'spiritual but not religious
' or to prefer 'individual religion' to 'organized religion
' Scholars have fordecades noted the phenomenon primarily within the middle class of individuals picking and choosing elements from among various religious traditions
Forming their own religion or spirituality for themselves
While the topics of 'spirituality' and 'individual religion' are regularly treated as self-evident by the media and even some scholars of religion
Capitalizing Religion provides one of the first critical analyses of the phenomenon
Arguing that these recent forms of spirituality are in many cases linked to capitalist ideology and consumer practices
Examining cases such as Eckhart Tolle's The Power of Now