AdFreak: Gwyneth Paltrow, metrospiritual

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Gwyneth Paltrow, metrospiritual

Good Lord. In the dictionary of asinine demographic concoctions, file this one between metrosexual and übersexual. According to an article posted on religion Web site Beliefnet.com, the metrospiritual has arrived as a major marketing target. “From clothes to food to lifestyle, metrospirituality is about being hip and holistic while seeking inner bliss,” it says. And the path to this nirvana is apparently littered with organic wine bottles, Wellbutrin tablets and voided tubes of Origins foot cream. Metrospirituality, you see, is rooted in the mainstreaming of eastern religion into “an easily digestible, buyable form.” In other words, a kind of American Express route to spiritual ephiphany; why bother studying Buddhist scripture when you can swing by the Whole Foods for organic yogurt on the way back from Bikrim Yoga class, then slap a “My kharma just ran over your dogma,” sticker on the bumper of your Prius? Just in case you’re wondering if you have metrospiritual cred, check out the site’s handy (and somewhat arbitrary) chart of "What's In and What's Out" in the uplifting world of metrospirituality. It lists Anthropoligie and Lexus (along with the brands and items mentioned above) as being metrospiritual, while Prozac, Pottery Barn and, curiously, the environmentally preachy Ben & Jerry’s are not. Gwyneth Paltrow, Angelina Jolie and proto-metrospiritualist Richard Gere live the life, but cradle-robber and Kabbalah enthusiast Demi Moore does not. (If Kabbalah is out, you can just imagine that even reformed Jews and post-Vatican II Catholics have also been denied membership at Club MS.)

—Posted by Deanna Zammit

Credit: Sam Faulker/PR Newswire Photo/Newscom

November 7, 2005 | Permalink

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I am a partner in an ad agency, and a Christian both. I'm not one to take the Lord's name in vain, but you certainly used it totally in context here. Sometimes we take our work too far, and this is a perfect example. Thanks for bringing up this example of marketing gone amok!

Posted by: Tom Atkins | Nov 7, 2005 6:50:12 PM

metrospiritual? what hooey. that's just a new name for an old decade. it was called "the 70s."

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Gwyneth Paltrow, metrospiritual

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