“…While Max Weber's Protestant Ethic (2005[1920) stressed rationality, efficiency, and success as fuelling the Spirit of Capitalism, Gauthier (2020) argues, drawing on Colin Campbell (2005Campbell ( [1987, 2007), that a parallel Romantic and Sentimentalist ethic, based on emotion, style, and self-expression, drove the Spirit of Consumerism. Many studies of spirituality also stress its origins can be found within Romanticism, particularly an emphasis on personal/individual feelings/ emotions, experiences, expressions, and authenticity (Bellah et al, 1985;Campbell, 2007;Heelas, 1996;Houtman and Aupers, 2007;Taylor, 2007;Watts, 2020Watts, , 2022.…”