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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.

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Education
1 min read

When universities turn their back on understanding

Axing Nottingham’s single-honours theology degree signals more than a funding issue

Arabella Moore-Smith is studying Religion, Culture and Ethics at the University of Nottingham.

A campus sign spells out Nottingham in large letters
University of Nottingham.

Two weeks ago, the University of Nottingham announced it is to axe its single-honours Undergraduate degree in Theology and Religious Studies. While the joint honours with Philosophy and Religion, Culture and Ethics remain, the fact that Theology is discounted as a subject worth keeping to study in its own right is concerning. In a world that is becoming increasingly more divided, unoptimistic and confusing, the study of Theology provides deep levels of understanding to our world, increasing hope and providing a way forward. I fail to see how the University of Nottingham can remain a respected university without offering the opportunity to study such understanding. 

Studying religion and theology has been central to my personal development. I’ll never forget sitting in a classroom when it felt as if the world was opening up to me. I could understand people’s views on the afterlife halfway across the world, while simultaneously also understanding my classmates, and what they thought of these beliefs. 

GCSE and A-Level Religious Education went on to show me that it is one of the few subjects that illuminates all aspects of humanity. The study of religion and theology covers literature, philosophy, psychology, sociology, history, anthropology…; the list goes on. 

Often Philosophy and Theology are pitted against one another, but during my studies I discovered that the writings of Aristotle and Plato overlap with early Christian thinking, revealing to me that we are far more united in our history and beliefs than we assume. The philosophers’ discursive forms revealed not only something about the divine but also the human; the way that we argue, think, and reason. Thus, theology at its core aims to understand people, while also aiming to understand the divine; and this, I think, requires a level of fearlessness and honesty that other subjects cannot always provide.

This intrigue led me to Nottingham to study theology at degree level, and as I come to the end of my studies I know I will leave with more questions about our world and spirituality than I have answers. In particular, my life at university has provided me with the opportunity to interact with so many different types of people, and so, despite my personal faith, I know that the world shows us so many fractions of the divine in ways that aren’t quite clear. This is the beauty of studying theology; it encourages us to live in the uncomfortable. This is something that I think leads to us wanting to understand one another better.

While the cutting of theology at Nottingham shows a funding problem, this is part of a wider issue; crisis is visible all across our world. Israel-Palestine violence continues; the recent vote to release the Epstein files reveals layers of deceit in multiple leaders, and the recent murder of Charlie Kirk plummeted MAGA into a more extreme Christian nationalism. But the reporting on these kinds of stories, while important, has knock-on effects, especially for young people. 

In July 2025, Unicef reported that Gen Z consume news more than any other type of content, 6 in 10 of our generation reporting to feel overwhelmed. My age group’s over-exposure to the news drives us somewhat towards a desire for change, although this determination can lead to overwhelm. I have certainly felt this myself. But this is exactly where the study of theology can provide a light within deceit and despair. 

The studying of ancient holy texts and religious practices teaches me the nuances of human nature; we are sometimes good, sometimes bad. We also do not always communicate effectively. Mistranslations within texts lead to misunderstandings of the Bible, and for some people who read the Bible literally, their understanding of the Bible is their reality. Yet at the same time, by assuming that there is a God, theology seeks to understand how this indicates our need for a divine being to underpin these misunderstandings. Studying theology encourages higher tolerance levels for others’ beliefs.

While the council at the University of Nottingham may argue that it is continuing its other religion degrees, the removal of single honours theology hints at something deeper than financial issues. It shows a lack of effort to understand the value that religion has on our society today. The Israel-Palestine war, for example, is underpinned by identity and religion, and cannot be understood without sufficient education on Jewish and Palestinian history. The decision that Religious Education will be added into the new national curriculum (ironically announced the day before Nottingham’s announcement of course cuts) is a step in the right direction for the encouragement of religious education in UK schools, but without Russell Group universities like Nottingham providing a Theology degree, I am concerned for the future of religious understanding in our society. 

Let’s save Theology at the University of Nottingham.  Please sign our petition.

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