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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.

Article
Comment
Leading
Politics
4 min read

Covid inquiry: Johnson, Cummings, and the cost of refusing to grieve

The report exposes mistakes, but our real challenge is learning how to face loss without denial

Jonah Horne is a priest, living and working in Devon.

Boris Johnson sits, giving evidence to an inquiry.
Boris Johnson giving evidence to the inquiry.
UK Covid-19 Inquiry.

I distinctly remember the sheer confusion of January to March 2020. Should we flee our flat in London? Should we cancel the lease on our workspace? Will I be able to continue breakfast with my friend on Thursday mornings? I ignorantly scoffed that a lockdown could conceivably take place and then, stood devastatingly corrected only a few months later. However, the UK Covid-19 Inquiry reveals that this ignorance induced confusion was not restricted to the personal level but instead enacted on a national stage. 

What’s glaringly obvious as you read the recommendations is that the government acted too slowly and too indecisively. If the initial restrictions been introduced sooner, say in January or February, the first lockdown “might have been shorter or not necessary at all.” This, the report suggests, could have saved approximately 23,000 lives. Brenda Doherty, of the Covid-19 Bereaved Families for Justice group, believes her mother could have been one of these. Instead, she and her sister stood by her graveside in March 2020 as her family members waited a few metres back sectioned off by red tape. The report and accompanying evidence call for sombre reading. 

In response, those in charge at the time have understandably launched an attack in their own defence. Boris Johnson has labelled the inquiry "totally muddled,” which ironically sounds like the informal conclusion of his leadership in the report. Similarly, Dominic Cummings has hurled a 2,000-word response into the social media stratosphere, which feels almost as long as the 800-page paper itself. 

What seems glaringly obvious about both men’s responses is the very thing Brenda Doherty displays with such elegance: grief. There is, in these men’s retorts, a stunning omission of any sense of responsibility or indeed any willingness to admit defeat. And what frightens me most, as we look towards the future, is our refusal to grieve over the things of the past. The threat on Europe from Russia is growing. AI’s disruption on our workforce seems to be being enthusiastically brushed aside. And another, potentially much more violent, pandemic is unsettlingly likely. 

However, in the face of these disruptive forces grief is a remarkably generative power. Without grief we remain, much like Johnson and Cummings, frozen in time. Immovable in our ineptitude and ignorance. Grief, I’d argue, is the very thing that enables us to recognise our shortcomings and, when mixed with hope, energises us towards a future which lies on the other side of sorrow. Yet, when we exist in a place of fragility, the idea of imagining that life lies beyond my incompetency, if only I grieve it, is frightening. Devastatingly though, for us humans, this may be the only way to learn and move forward.  

Our future and redemption is undeniably bound up in our ability to grieve. Grief is inherently futural. By grieving our ineptitude, we inevitably witness to the places that require growth, mercy and grace. When we fail to grieve, we remain frozen in time—precariously hiding behind the illusion of our infallibility. This is a deeply fragile state. From this position, any assault or critique on our mistakes becomes a personal attack rather than invitation to redemption. We find ourselves lashing out in fear, terrified of being exposed. Johnson and Cummings embody this predicament to a tee.  

This situation however is not unique to the Covid iquiry and our late-prime minister’s response. Another character who lashes out in fear is St Peter, one of Jesus’s friends and disciples. There is a rather poetic story that illustrated this at the end of John’s gospel in the New Testament. One of Jesus’s friends Peter rejects him as he’s taken to be murdered. Peter attacks a guard, cuts his ear off and Jesus famously disarms him and heals the man. Moments later, Jesus is taken, Peter flees and we find him standing in a courtyard, by a fire and where claims not to know his friend and master Jesus. To make matters worse, he rejects him not once, but three times. However, when Jesus returns from the grave, he meets Peter again, at a fireside on a beach, and asks him “do you love me?” Not once but three times. The thing that I think is particularly remarkable about this meeting is that Jesus recognises Peter’s future in bound up in the redemption of his past mistakes. Jesus takes Peter to the place of failure, a fireside, and gives him an opportunity to declare his allegiance and love for him, the same amount of times he had rejected him. He reminded him of his wound to heal him for his future.  

If we are to take seriously our response to the Covid-19 inquiry, we must take responsibility for our errors. Not begrudgingly but with a grace filled grief. Our future, one that is filled with hope, does not come to us without a confession of past errors. Instead, a hopeful future may only come to us when we confess, recognise and grieve our mistakes. Indeed, to freely grieve over my failures is to grieve believing in life beyond my defeat. 

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