Article
Comment
Re-enchanting
Weirdness
4 min read

The age of re-enchantment and how brands will exploit it

One of the world's largest advertising agencies has released a report on 're-enchantment', Daniel Kim predicts a not-too-distant future when brands will exploit and commodify spiritual hunger.

Daniel is an advertising strategist turned vicar-in-training.

The Age of Re-Enchantment

Last month, Wunderman Thompson published a new insight report called The age of re-enchantment. I was giddy to get into it, not least because Seen & Unseen has a podcast called 'Re-Enchanting' (which you should listen to by the way). 

For the uninitiated, Wunderman Thompson is a 20,000 person-strong global advertising agency who literally invented the term ‘marketing’ back in 1961. With clients like Heinz Ketchup, Burger King, Bose, HSBC, KitKat and countless other ubiquitous brands, they are a culture-shaping juggernaut. They’re no joke. 

Like all Wunderman reports, The age of re-enchantment is meticulously researched, beautifully presented, and written with finesse, coining terms left, right and centre like 'joy-deficit' and 'sensory techtopias'. It had me nodding along from the get-go.  

'Re-enchantment is fulfilling a craving for feelings of wonder and awe, an appetite for joy and fun, and an openness to thrills and adventures'.

Yes.  

The top two emotions that people want more of in their lives are ‘joy’ and ‘hope’.

Yes, yes! 

'We live in a rational, explained world, and one in which we are harried and anxious, with little time to pause and pursue these sensations'. 

Yes, yes, yes! 

But then, as I read on, my warm glee turned into abject horror.  

In the introduction of the report, Marie Stafford, the Global Director of Wunderman Thompson wrote:  

'It’s time to remake the world through the lens of re-enchantment, where the new brand metrics are jaw drops, heart swells, and goosebumps. Brands can help people transcend tough times and jolt them from long-standing malaise by celebrating the thrilling and uplifting, the awe-inspiring, and the magical' 

In other words, the market has recognised this profound existential hunger in culture at large, and will now try and extract capital value from you.  

A couple months ago, I wrote a piece on the dangers of selling spirituality and wellness, and how it had become a $3.7 trillion dollar industry, warning that 'we can’t let our spiritual hunger be commodified for profit'. Well, get ready folks. Here comes the re-enchanting brands here to do just that. 

The middle bulk of the report parades a line-up of case-studies that have leant into the ‘age of re-enchantment’.  

Some brands, like Levi Strauss, were leaning into themes of mortality and death in the post-pandemic period, such as in the 2023 Campaign, 'Greatest Story Ever Worn: Legends never Die'. This ad dramatises the true story of a man who requested all his loved ones to wear Levi’s to his funeral.  

 

The Greatest Story Ever Worn: Legends Never Die, 2023

Levi 501 2023 Campaign

Others were leaning into the desire for transcendence, trying to (legally) replicate spiritual and psychedelic experiences. Of note was a new VR experience called Isness-D developed to deliver a transcendent experience that replicates spiritual and near-death experiences. Apparently, this VR product has similar effects to a medium dose of LSD.  

Product demonstration of Isness-D.

Isness-D Demonstration

The report also recommended that brands tap into the ‘Joyconomy’. Yup, you read that right. That means ‘advocating for moments of joy, play and fun’ because that can be a ‘powerful strategy for brands to uplift and engage customers’. After all, 49 per cent of people say that they would be even more likely to purchase from a brand that brings them a sense of joy. In fact, the CEO of Daybreak, a fitness-and-dance company, even said that one of the core KPIs for her business is ‘tears of joy’. …  

Look, I’m sure they mean well, but quite frankly, I don’t want to be part of a world where tears of joy(!) are considered key performance indicators for brands. Tears of joy are for weddings, reunions, or the end of a national war. Not a market transaction! Similarly, I find something bizarrely distasteful about a mortality-themed brand activation. ‘Yes, embrace your mortality and stare into the void, but don’t forget to buy our 501 Original Levi Denim.’ And I don’t know about you, but if I am going to seek out experiences of profound, spiritual transcendence, I’m sure as hell not going to do it in some VR-fake-LSD-hellscape-nightmare that I overpaid for.  

There’s a profound irony in all of it. There is chunky section in the report about the rise of ‘New Spiritual Rebels’, the ever-growing community of people interested and practicing non-traditional religions like witchcraft and paganism. The report recognises that, wrapped up in this movement, there is a desire to 'break things down and build them up again in paths of inclusive post-capitalist… futures'.  

How are brands meant to respond to that?! “Ah, yes”, nodded the advertiser. “Now, how do we bake that into our new Spring campaign for Airbnb? Maybe an authentic Wicca hut in Salem could be the hero ad?” It’s absurd.  

This is blindingly obvious, but brands will be hopeless at addressing questions of mortality, transcendence, awe, serendipity, hope, joy, and meaning in a chaotic and anxious world. I love brands, but that’s above their pay-grade. Unfortunately, that won’t stop them from trying to commodify 're-enchantment' and extract capital value from it. No thank you.  

The age of re-enchantment is real, and this report does a tremendous job at demonstrating it. But this piece of work is not, and shouldn’t be, for brands. It should be for community and religious leaders, and it should be for you. And so I will end this article in a similar vein to my last one.  

If we are going to embark on this journey of re-enchanting our society with joy, spiritual depth, and existential meaning, we can’t let that hunger be commodified for profit. The re-enchantment of our hearts is too important for that. It is worth more, infinitely more, than 501 Originals.

Article
Comment
Politics
Truth and Trust
5 min read

The ancients had the right words for Trump’s tussle with the BBC

Can the truth be concealed?

Hal is a theologian and writer based in London.

A composite images shows the entrance to the BBC on one side and Donald Trump on the other
BBC.

The recent controversies surrounding the BBC's leadership and the lawsuit brought by Donald Trump may appear, at first glance, to be merely another chapter in the ongoing drama of contemporary politics and media. Yet for those with eyes to see, something far older and more profound lies beneath the surface turbulence—a perennial struggle concerning the very nature of truth itself, one that reaches back to the dawn of Western thought and touches the deepest springs of our common life. 

The sequence of events is itself instructive. The disturbances at the Capitol occurred on January 6, 2021. More than three years thereafter, the BBC's Panorama programme broadcast an investigation examining the relationship between Mr Trump's rhetoric—his exhortation to "fight like hell"—and the violence that ensued. The programme did not fabricate a narrative but rather sought to interpret one, attempting to hold words and their consequences together within a coherent moral framework. This work was, in its essence, what the pre-Socratic philosopher Parmenides termed Aletheia: truth understood as 'unconcealment', the patient labour of bringing into public view that which has been hidden or obscured. 

A vocation 

When the crisis deepened, the BBC's then Director of News, Deborah Turness, reaffirmed the Corporation's mission as the pursuit of truth "with no agenda". It was a well-intentioned defence, though perhaps insufficiently bold. For the BBC's founding vision was never a pursuit of neutrality as an end in itself, but rather the pursuit of truth in service of the common good—a vision given permanent expression in the inscription carved into the very walls of Broadcasting House: 

"This Temple of the Arts and Muses is dedicated to Almighty God... It is their prayer that good seed sown may bring forth a good harvest... that the people, inclining their ear to whatsoever things are beautiful and honest and of good report, may tread the path of wisdom and uprightness." 

This inscription is no mere ornament. It constitutes a theological statement concerning the vocation of public speech. The call to sow "good seed"—echoing Jesus’ parable of the sower in St Matthew's Gospel—the summons to attend to whatsoever things are "honest and of good report" as St Paul exhorts in his letter to the Philippians, and the call to walk "in wisdom and uprightness" from the book of Proverbs—all these speak to a moral order in which words are meant to bear fruit. Panorama's investigation may be understood as a contemporary attempt to fulfil this sacred charge: an inevitably human and imperfect effort to unconceal the connection between language and its consequences in the world. 

The ancient force of oblivion 

Mr Trump's response, however, embodies a different and equally ancient force: Lethe—the personification of oblivion and forgetfulness in Greek thought. His lawsuit is not simply a defence against an allegation he finds unwelcome. It represents, rather, a strategic campaign to enforce forgetfulness. What Trump has chosen to bring into the light is not his own intent or action, but rather the BBC's editorial process. By directing all attention toward the matter of editing, he seeks to bury and render forgotten the original and far more consequential question: the demonstrable connection between his words on the sixth of January and the violent response of his supporters. The strategy is to employ a minor unconcealment—the technical matter of the edit—in order to accomplish a major concealment: the causal chain linking rhetoric to riot. 

This, then, is the quiet heart of the matter. The lawsuit functions as a modern political instrument deployed within an ancient philosophical conflict. It represents a deliberate choice for Lethe over Aletheia, aiming to dissolve the connection between word and reality, and to immerse the most uncomfortable truths in the waters of oblivion. 

For Christians, this struggle occupies familiar ground. To stand for truth is not to claim infallibility—a pretension that belongs to God alone—but rather to participate in the slow, difficult work of revelation: to bring things into the light for the sake of healing and restoration. Whether in journalism, the Church, or the wider public square, truth remains first a vocation before it becomes a verdict. 

The crisis at the BBC, therefore, is not merely about institutional governance or corporate reputation. It serves as a reminder that the pursuit of truth is always a contested act of unconcealment, perpetually threatened by the seductive pull of forgetfulness. In an age tempted by distraction and denial, even imperfect truth-telling becomes an act of faith—a wager that reality is trustworthy, that words have weight, that consequences follow causes. 

A reason to persevere 

This ancient struggle between unconcealment and oblivion offers perspective on our present moment. For those who hold religious faith, it recalls St John's testimony that "the light shineth in darkness, and the darkness comprehended it not"—a conviction that truth ultimately prevails. For those who do not share such faith, the argument stands on its own philosophical ground: that truth-telling, however costly and imperfect, serves something greater than partisan advantage or institutional survival. 

The inscription at Broadcasting House speaks to both believer and non-believer alike. Its prayer for "good seed" and "good harvest", its call to attend to things beautiful, honest, and of good report, articulates a civic ideal that transcends particular creeds. It suggests that public institutions bear a responsibility—not to be infallible, but to resist the gravitational pull of forgetfulness, to maintain the connection between words and their consequences, to choose unconcealment over oblivion. 

Whether one grounds this commitment in theological conviction or in secular principle, the work remains the same: the slow, difficult labour of bringing uncomfortable truths into the light, trusting that a society capable of facing reality is stronger than one that retreats into comfortable fictions. In an age tempted by distraction and denial, this may be reason enough to persevere. 

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