Ultimately, the needs for identity, purpose, and belonging have existed for a very long time, and cultish groups have always sprung up during cultural limbos when these needs have gone sorely unmet. What’s new is that in this internet-ruled age, when a guru can be godless, when the barrier to entry is as low as a double-tap, and when folks who hold alternative beliefs are able to find one another more easily than ever, it only makes sense that secular cults—from obsessed workout studios to start-ups that put the “cult” in “company culture”—would start sprouting like dandelions. For good or for
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