growth

• Steve Bruce:

  NAMs mainly appear to successful, highly educated middle class individuals, the doctrine of self generated success in NAMs fits in well with their lives and allows them to achieve further success

  any need for self discipline has been stripped (20 mins of yoga a day) which fits in well with the busy lives people lead

  NAMs fit in well with individualistic society
• Paul Heelas:

  modernity gives people so many roles that their identity is fragmented and NAMs allow people to construct a coherent identity

  consumer culture has led to a culture of discontent as people fail to find satisfaction in products or services, NAMs offers an alternative way of seeking perfection

  decline of traditional religion has meant people have little alternative

  offers people freedom but within a structure they construct themselves