Why are so many people joining cults? | The Economist

Key Concepts

• Cults: Groups exhibiting charismatic leadership, a transformative belief system, control mechanisms, and pressure to conform.
• Online Cult Recruitment: The shift from traditional recruitment methods to leveraging online platforms like social media, gaming (Roblox, Discord), and wellness communities.
• Psychological Manipulation: The core tactic used by cults to erode autonomy and establish control over members.
• Fragmented Cults: The increasing prevalence of smaller, dispersed cults operating online, as opposed to large, centralized organizations.
• Algorithmic Reinforcement: How social media algorithms contribute to echo chambers and reinforce cult ideologies.
• Statutes Criminalizing Psychological Manipulation: Legal approaches taken by some countries (France, Belgium, Spain) to address cult activity.

The Changing Landscape of Cults in the Digital Age

The internet has fundamentally altered the operational methods of cults, replacing traditional avenues of recruitment – evangelists and street preachers – with online influencers, life coaches, and self-proclaimed healers. These individuals target individuals at their most vulnerable: when they are alone and online. The video highlights a concerning trend: a rise in both the number and fragmentation of cults, with a significant portion operating primarily or entirely online.

The Rise in Cult Numbers & Online Presence

Measuring the exact number of cults is challenging, but data indicates a substantial increase. The International Cultic Studies Association (ICSA) currently tracks around 4,000 cults globally, a significant jump from the approximately 2,000 tracked in the 1980s. France, uniquely, actively monitors cult activity and reported over 4,500 cases of suspected cult activity in 2024, nearly double the number reported in 2015. Crucially, the vast majority of these cases involve communities with an online presence. This demonstrates a clear correlation between internet accessibility and cult proliferation.

Defining a Cult: Core Characteristics

Defining a “cult” remains a complex issue, debated by scholars for decades. However, experts generally agree on four core characteristics:

1. Leadership: A charismatic leader claiming special access to truth, enlightenment, or power.
2. Belief: A system of ideas promising transformation, access to a higher state, or enlightenment.
3. Control: Rules and practices designed to erode individual autonomy.
4. Pressure: Social consequences for leaving the group, including marginalization and ostracism.

The video emphasizes that all these characteristics can now be effectively reproduced and amplified online, making groups harder to detect and easier to scale.

Case Study: The Roblox Cult

A particularly alarming example discussed is the case of a cult recruiting children through the video game Forsaken on Roblox. Adults, posing as players, steered children into a Discord server where they were told they had been “chosen.” Loyalty was tested through increasingly demanding tasks, culminating in some children being encouraged to carve a specific geometric symbol into their own skin. This case illustrates the potential for online platforms to facilitate grooming and manipulation, leading to harmful and dangerous practices.

The Shift in Cult Ideology: Wellness & Self-Mastery

The video differentiates between traditional, overtly religious cults and the newer iterations found online. Online cults often disguise themselves as wellness organizations, focusing on themes of self-mastery, purpose, and personal growth. This approach is particularly effective in attracting individuals seeking meaning and connection, especially during times of isolation, such as the COVID-19 pandemic. Recruitment tactics are typically gradual, starting with seemingly harmless rituals or private chats, with demands escalating over time.

As stated by the reporter, these groups “speak the language of wellness, purpose, like self-mastery.” This linguistic shift allows them to bypass traditional skepticism associated with religious or extremist groups.

Algorithmic Amplification & Dependence

Social media algorithms play a significant role in reinforcing cult ideologies. By feeding users content aligned with their existing beliefs, algorithms create echo chambers that limit exposure to alternative perspectives. This reinforces dependence on the group and can lead individuals to believe that the cult’s worldview is “normal.” This algorithmic reinforcement accelerates the process of indoctrination and makes it increasingly difficult for members to break free.

Dangers & Consequences of Cult Involvement

The consequences of cult involvement can range from financial exploitation to physical and sexual abuse. Some organizations prey on followers financially, demanding they surrender their income as a “test of devotion.” More extreme cases have resulted in violence and sexual assault. The video stresses that the dangers are often far greater than they appear on the surface.

Legal & Preventative Measures

Governments have adopted varying approaches to addressing cult activity. France, Belgium, and Spain have enacted statutes criminalizing psychological manipulation, but these laws are controversial due to concerns about infringing on freedom of belief and the difficulty of proving manipulation in a court of law. Other countries, like the US and the UK, generally intervene only after a crime has been committed.

The video highlights the difficulty of prosecuting cults even when they engage in criminal behavior, due to the challenge of proving that fear and control can override an individual’s free will. Drawing a parallel to the evolution of understanding gender violence, psychologist Laura Marino argues that prevention is the most effective approach. Just as public awareness campaigns have increased understanding of mental manipulation in cases of domestic violence, similar initiatives are needed to educate the public about the tactics used by cults.

As Marino stated, “prevention is the best way forward.”

Logical Connections & Synthesis

The video establishes a clear connection between the rise of the internet, the fragmentation of cults, and the evolution of their recruitment tactics. The anonymity and accessibility of online platforms provide fertile ground for manipulation, while algorithms exacerbate the problem by reinforcing echo chambers and fostering dependence. The shift in ideology towards wellness and self-improvement allows cults to disguise themselves and attract a wider audience. Ultimately, the video argues that a proactive, preventative approach – focused on education and awareness – is crucial to combating the growing threat of online cults.

This analysis underscores the need for increased digital literacy, critical thinking skills, and a greater understanding of psychological manipulation tactics to protect vulnerable individuals from falling prey to these increasingly sophisticated and pervasive groups.