“Spirituality is sublime. It smells of incense and everything that is good in humans. Consumption is instead mundane, materialistic, and ultimately soulless” (Rinallo, Scott and Maclaren, 2013: 1). The significant influence of both religion and consumerism in society are widely recognised. However, the link between the two is contentious and has not been explored in sufficient depth. As a result, it is not clear how consumers qualitatively attempt to create meaning and purpose within their lives when they purchase, for example, new age spiritual products and services. What do these things mean to consumers? What role do they play in their lives? What are the implications for the construction of the self? What are the implications for marketing strategy?