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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.

Review
Books
Culture
Podcasts
Re-enchanting
5 min read

The book, the ritual, and the reader

Season 7 of Re-Enchanting explores how books shape our habits and our search for meaning

Tom Rippon is Assistant Editor at Roots for Churches, an ecumenical charity.

  A reader sits on a sofa with a raised leg and holds a book
Jonathan Sanchez on Unsplash.

When was the last time a book elicited spontaneous reverence from you? It’s something of a cliché to say that books take you on a journey, but sometimes a book comes along which simply demands to be read with ceremony.  

This is the experience of the writer Donna Freitas, just one of the guests welcomed onto season 7 of the Re-enchanting podcast. In her conversation with Belle Tindell and Justin Brierley, she describes how her morning routine of coffee and a book has practically attained the status of a ritual for her. Freitas describes the deliberate preparations she made for the final chapter of Alice Winn’s In Memoriam, a historical novel exploring the relationship between two young soldiers in the trenches of the First World War as their idealised understanding of war shatters and their suppressed feelings for one another play out against a shifting backdrop of class, national identity and belonging. Freitas’ ceremonial approach to finishing her book - you’ll have to listen to the episode to hear more about this - may sound somewhat unusual at first for the respect and honour that it implies is due to a book, but this notion of textual reverence finds a distant echo in the Christian faith, where the Word, living and written, is central. 

Freitas’ particular experience of faith is recounted in her book, Wishful Thinking: How I Lost My Faith and Why I Want to Find It, but listening to her description of her reading experience posed its own questions for me. At what point does habit become ritual? And how do we distinguish between them? Even as people develop individual, secular rituals to give rhythm to their lives, this does not always translate into an openness towards religious ritual. Does this mean that ritual today is understood as an individual, rather than shared, activity? Despite some evidence suggesting a revival of sorts in the Christian faith, most of the growing churches in the UK tend place more emphasis on spontaneity than ritual, but perhaps our continued desire for ritual and familiarity should give mainstream churches a reason to pause in their current approaches to church planting?  

Either way, for many of us, a home-grown ritual of an enticing cup of coffee paired with the smooth, dry pages of a book first thing in the morning may simply sound like an inviting, yet sadly unattainable, prospect. Sometimes just getting everyone and everything out the door on time constitutes an epic in itself. However, since there’s no harm in fantasizing, let’s peruse the Re-enchanting back-catalogue for more reading recommendations. 

Looking back over season 7 of Re-enchanting, I’m struck by how popular biography remains amongst our guests’ reading choices. Nadim Ednan-Laperouse recommends Heidi Barr’s autobiographical account of the near-death experience which led to her conversion from Orthodox Judaism, What I Saw in Heaven. Lamorna Ash, whose work explores the softening of Gen Z’s attitude towards Christianity, appropriately lends balance to her Re-enchanting moment with her recommendation of John Stuart Mill’s autobiography, which recounts his journey away from faith. The faith landscape in the UK is certainly shifting at the present time and perhaps the only way to truly understand these shifts is to read both sides of the story. We need to read about journeys away from faith as much as journeys to faith in order to understand the society in which we work and witness. A data scientist might call these eliminating biases, a literary critic might call it awareness of an unreliable narrator.  

Telling the story of someone’s life is at the centre of Bear Grylls’ most recent work, The Greatest Story Ever Told, in which he retells the life of Jesus through the eyes of those around him. The emergence of the faith is told from the perspective of those coming to faith, a hint perhaps that faith has to be remade, reborn, resurrected even, afresh for each person. Read Bear Grylls’ own take on his book, written for Seen & Unseen earlier this year. 

Grylls’ own work seems to have an almost essay-like quality through its short, accessible chapters and essay collections seem popular amongst our other guests as well. Lamorna Ash also recommends Pulphead by the journalist John Jeremiah Sullivan, a collection of essays spanning topics from eco-anxiety and the blues to the Tea Party and Christian rock, each giving a brief insight into the concerns and ponderings of a thousand other minds. It strikes me that such collections are the literary equivalents of hitting shuffle play, the perfect fit for those reading rituals that have to be scattered in-between other moments of activity. If you’re searching for some faith-based content for these moments, then I recommend Richard Carter’s Letters from Nazareth, a collection of meditations from the contemplative tradition written for those ‘catch your breath’ moments in the day. 

Alternatively, if it’s escapism and adventure that you are after in these moments, then take up Grylls’ own suggestion, The Wager: A Tale of Shipwreck, Mutiny and Murder, by David Grann, a true story yet wildly adventurous. For those in search of more light-hearted reading, then turn to another stalwart of Re-enchanting reading lists, C.S. Lewis, whose The Silver Chair comes recommended by NYT columnist and author, Ross Douthat. As Lewis himself said, ‘a children’s story that can only be enjoyed by children is not a good children’s story in the slightest.’ Perhaps it’s time to put Lewis’ own works to the test. 

Long summer days of the kind envisaged in children’s books may now be a distant memory for most of us, but with each change in season comes a new reason to pick up some reading material. I hope these autumnal days with their familiar ritual of falling leaves lead to a home-grown ritual of turning leaves for you. 

  

Some further suggestions: 

  • Letters from Nazareth by Richard Carter – Meditations on home from St Martin-in-the-Fields. 

  • Her First American by Lore Segal – An exploration of Jewish-Black trauma and solidarity in 1950s New York. 

  • seven steeples by Sara Baume – A meditative novel on the rhythmic course of life in rural Ireland. 

  • How Bad Are Bananas? by Mike Berners-Lee – Bite-sized explanations of our place in a changing climate. 

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