Abstract
This chapter explores the complex entanglement between neopaganism and the market through an analysis of the Circolo dei Trivi, one of the most established Wiccan organizations in the Italian landscape. Drawing on a corpus of ethnographic and netnographic data collected over a span of twenty years, the chapter investigates the dilemmas faced by the organization, including the demarcation between profit and non-profit activities, the management of public visibility and practitioner privacy, the selection of seekers, and the adoption of marketing strategies to support its initiatives. Particular attention is given to the role of digital platforms—from social media to videoconferencing tools—used as promotional and seeker recruitment instruments, and to the transformations in public engagement accelerated by the COVID-19 pandemic. The analysis challenges the dominant narrative that links the commercialization of spirituality to a loss of authenticity, showing instead how it can serve as a strategic tool for safeguarding and transmitting religious practices. This study contributes to the sociological debate on secularization by highlighting how, despite its inherent ambivalences, the market can also become a crucial instrument for the survival, adaptation, and expansion of emerging religions in an increasingly digitalized context.