Dr. Worthen is a historian at the University of North Carolina at Chapel Hill who writes frequently about America’s religious culture.
“Erica Carrico suspects that if she’d lived 400 years ago, she would have been accused of witchcraft. “Women who were healers, who were connected to the moon cycle and nature, they were considered witches,” she told me. “I love following the moon. I feel divinely guided by my intuition. I’ve done the new moon and the full moon ceremony. I’ve practiced with crystals quite a bit and sage, sweat lodges. I’ve done so many things, just trying to find my way, what feels right.”
Ms. Carrico is “all about the woo,” as her website puts it, but she also trains women to be hard-driving entrepreneurs. She is a spiritual coach, a relatively new occupation that is dominated by women and appears to be growing, although hard numbers are elusive (to further confuse things, some practitioners refer to themselves as business coaches, albeit ones with a generous helping of New Age ritual on the side). At a time when more and more Americans call themselves spiritual but not religious, these coaches give us a glimpse of the allure and the hazards of 21st-century D.I.Y. religion.
Spiritual coaches are a new chapter in the long history of female religious entrepreneurship in America — a tradition that runs from Boston in the 1630s, when Anne Hutchinson’s packed religious meetings outraged Puritan ministers, to today’s evangelical conference circuit, dominated by demure yet forceful female evangelists who are not ordained but whose books and podcasts constitute major media empires. By blending eclectic religious practices with the gospel of entrepreneurship, spiritual coaches pitch their clients (who, like the coaches, are mostly women) the things that religion has always promised. They offer a path to meaning in the midst of suffering and tools to recover a sense of agency in a world that flings us around by our heels.
If we are tempted to dismiss their taste for crystals and energy healing as New Age flimflam, it’s partly because they face up to something that many modern Westerners struggle to admit: Neither total submission to a traditional religious institution nor atheistic materialism feels right. We kind of do want the universe to hold our hand — without bossing us around too much.”