It has been argued, for example, that the 1960s' counter-culture was associated with the growth of new religious movements which have declined since. NRMs are given publicity out of all proportion to their relatively small size. NRMs are diverse in their religious beliefs. While some are derived from Eastern religions like Buddhism or Hinduism, others are evangelically Christian. Still others are mixtures or are infused with the personal and often idiosyncratic beliefs of a founder.
Recruits tend to be young, middle class and highly educated but socially marginal.
They do not reject the world but try to relate to it more effectively. They recruit from socially integrated people of all social classes in middle age. NRMs, particularly world-rejecting ones, are often accused of brainwashing recruits. There is little evidence of this and actually the recruitment process is very inefficient. Only a tiny proportion of those approached ever become members and most NRMs experience a high drop-out rate.