By the late Heian era, the earthly focus of Heian Buddhism led Buddhist monks to declare a "sinful age" wherein the possibility of relief in this world was denied and therefore a trend of looking for reincarnation to the Buddhists' paradise after death arose. Additionally, the new thought that "Buddhism will decline during the latter days of this world" led to the rise of the Pure Land movement. This movement, spearheaded by Kūya, a follower of Pure Land Buddhism, preached faith to the Amitābha and taught that all people could reach the Buddhist paradise, not just Buddhist monks.