Thanks to one of our readers for hipping us to “Yoga Loses It’s Innocence (Or, “How Yoga has Gone Bananas / Pear-Shaped”),” an article that meanders through the now seemingly defunct Coca-Cola–Wanderlust connection that few people seem to know or care about, and some general thoughts on corporate-sponsored spirituality. None of us have had a sec to really unpack the piece, but below are some notable quotables to read. At the bottom you will find another link regarding Wanderlust-in-the-City and SmartWater (AKA Coca-Cola). But, first:
“I am not one to follow the “they have become successful, how dare they” attitude, but yoga and… Coca Cola?
The same Coca Cola that has been accused of leaving farms parched and land poisoned in India?
The same Coca Cola that has faced widespread allegations of involvement with paramilitary organizations in suppression of trade unions?“
“Corporate America has really done their homework on this one since Yoga and Innocent are what all the people-in-suits call niche brands, and there is another interesting similarity here: both have yet to convince consumers that they haven’t “sold out”.“
Meditators are actually one of the most difficult and less lucrative areas for a retailer to exploit simply because at the core of meditation is an obvious, anti-consumerist stance.
Meditation will provide a mind-meditated experience that offers a profound sense of sufficiency without any ties to any brands or products.
So, the virtues of having a vast selection yogified clothes, jewellery, foods, drinks, gadgets, games and accessories in the cupboard to fall back on when times are tough is anathema to the seasoned yogi, and it comes across as a mixed message albeit a less controversial one for the companies non-meditating shareholders whose interests go against the understanding of the meditator, since he or she will quickly realise [sic] that when emmerging [sic] from such rich states of consciousness – it is usually better for him or her to go without buying so much stuff in the first place?
If you’re interested in the Wanderlust–Coke connection, just click on this Coca-Cola link. Many people are unaware that this curious alliance ever even happened, which is probably due to the fact that Wanderlust presents itself as partnering with SmartWater, and not Coke. Of course. SmartWater is Coke, so, you know… same thing, different costume. Anyway, the Coke link is awesome. Click it here if you didn’t up there.
Anyway, you know…. Whatever gets people to do yoga, right? Even if it’s on the back of a company that has an entire Wikipedia article devoted to accusations against it.
Also, here’s an interview with Wanderlust founders as they try and scramble out of the Wanderlust-Coke controversy.