It says this new religion is popular with white middle-upper class urbanites.
https://en.m.wikipedia.org/wiki/Goddess_movement
New age religion have earlier roots in the religion of certain upper class members in the Renaissance.
https://en.m.wikipedia.org/wiki/Renaissance_occultism
Scientology targeted the rich, while Christianity and Santa Muerte began with the poor. This raises the question, "How does class affect the way a new religion develops?"
For instance, would a religion started by the upper-class be more sophisticated, more philosophical, and more self-serving? Would it support elitism and traditions that favored the ruling class?
Would a religion developed by peasents rely on simpler Gods and taboos? Would it be loaded with stories of miracles, and focus entirely on survival?