A cult, in a sociological context, typically refers to a relatively small, often newly formed group whose beliefs and practices deviate significantly from the mainstream culture or established religions. Key characteristics often include a charismatic and authoritarian leader, a high degree of commitment and devotion from members, an exclusive and often isolationist social structure, and a distinct, often unconventional, belief system that promises unique spiritual insights or salvation. Cults often demand significant control over members' lives, including their finances, relationships, and daily activities.

The growth of cults in the contemporary world can be attributed to several interconnected factors. Firstly, increasing social alienation and anomie in modern societies lead individuals to seek belonging, meaning, and community, which cults often promise to provide. The breakdown of traditional social institutions like family, community, and mainstream religion can leave a void that cults exploit. Secondly, periods of rapid social change, uncertainty, and crisis (economic downturns, political instability, global pandemics) can create fertile ground for cults, as people search for simple answers, security, and a sense of control in a chaotic world. Charismatic leaders offer clear narratives and solutions, appealing to those feeling lost or disempowered.

Thirdly, the rise of digital communication and social media has facilitated the formation and spread of cults. Online platforms allow leaders to recruit members globally, disseminate their ideology, and maintain control over followers more easily, often bypassing traditional gatekeepers. The internet also enables individuals to connect with niche groups and ideologies that might not be accessible locally. Finally, a growing distrust in established institutions, coupled with a desire for personalized spirituality rather than organized religion, can make cults appear as attractive alternatives, offering a direct and intense spiritual experience.