Cults have traditionally been associated with religious or spiritual worship, often led by charismatic leaders promising enlightenment or salvation. However, in recent years, there has been a notable shift in the nature of cult-like groups. From the worship of deities or spiritual ideologies, many modern cults have evolved to focus on the worship of self-improvement, personal care, and material wealth.
Some of the leading examples of cult psychology at work are the multi-level marketing companies, investment gurus, crypto gurus as well as wellness gurus making billions of dollars from their followers. The premise of self-improvement gurus is to elevate the followers to align with their higher self instead of aligning with external forces such as God or philosophy. In this model of a cult, the self is central as the cult members strive for physical, spiritual, or material utopia. This may create an illusion one is not participating in a cult activity but in a quest for self-improvement, this however is a trick of mental diversion.
One striking example is the NXIVM cult, which started as a self-help group but eventually adopted sinister motives and practices. Scientology also masques as a self-improvement movement. The allure of personal and professional development has always been a key tactic in recruiting members for famous American and International cults but the practice is more common in the US where individualism and capitalism dominate the cultural landscape.
The man, woman, or organization that controls the cult will typically promise potential victims a shortcut to achieving their self-improvement goals via access to proprietary information, community, or product. Once the victim is hooked, all the classic cult methods come into play to engage and control them. Thankfully the end goal of a majority of such cults is financial. While it's unfortunate to lose your money in a useless investment scam, join an MLM, or overpay for cosmetics just because it's endorsed by a celebrity, such cults tend to be relatively harmless. The problem, however, is with personality cults that desire more than money but to control one's life, productivity, family, and mindset.
Andrew Tate, a controversial internet personality known for his provocative statements and actions, had faced various accusations and criticisms for using "cultish" membership services for men focused on wealth and masculinity. His notoriety stems from online presence where he has espoused views on masculinity, wealth, and lifestyle that have been seen as extreme or offensive by many. He gained a large following through social media platforms, where he shared his opinions on success, wealth, and gender relations. While the idea of Tate running a "cult" could be hyperbolic, I think it's worth acknowledging the evolving nature of cultism when evaluating people like Tate and their followers.
To summarize, it is important to recognize the evolving nature of cults which might not look like the classic cults of 10-20 years ago. Fortunately, all cults are easily recognizable when you know the signs.