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
Purpose
Sport
5 min read

So we won the Ryder Cup. At what cost?

When beer flies and etiquette dies, maybe we’ve mistaken sport for something else

Graham is the Director of the Centre for Cultural Witness and a former Bishop of Kensington.

A video still shows a beer can thrown at a golf amid a crows
The beer flies towards Rory McIlroy.

Phew. The Ryder Cup was an epic. After a couple of days of European dominance, fans on this side of the pond looked forward to the Sunday one-on-one single matches as a formality, only needing a few more points to wrap up the Cup, only for the American team to suddenly discover they could play a bit after all. It turns out Europeans play better together (the matches on Friday and Saturday all involved teams of two playing against each other) but the Americans excel when they're on their own. The latter nearly pulled off a famous comeback but finally fell short as the gritty Europeans stumbled across the line, Shane Lowry holding his nerve to sink an eight-footer on the 18th, and Tyrell Hatton sealing the win with a nerveless par on the last.

Much of the talk afterwards however was not about the match but the behaviour of the American fans. The European golfers, especially their talisman Rory McIlroy, were subject to some pretty vile abuse throughout the three days. His wife was drenched by a beer thrown in her direction, insults were shouted as he prepared to play a shot (you just don’t do that in golf) and some idiots seemed more keen to abuse their opponents than support their own players. It seemed strange that Keegan Bradley, the American Captain made no effort to call out his own errant supporters. Yet it was perhaps not surprising in a country where public models of leadership hardly encourage moderation and restraint.

Of course, we are used to this kind of thing in football stadiums in the UK, but golf has somehow always felt different. Football is a fast-paced, hectic game with players running full tilt for just 90 minutes and so it’s understandable that emotions get high and passions flare. Golf is more measured. It takes time, has always laid a great stress on etiquette, following the rules and respecting your opponent. Yet none of that seemed to matter in the bearpit of Bethpage.

To be fair, European fans get pretty partisan when the Americans come here - yet they do seem to stop short of personal vitriol. It seems every time the Ryder Cup is played, the rivalry just gets a notch higher. You just have to hope they rein it in in Adare in Ireland in two years’ time. As the match reached its climax, players (on both sides) leapt about like wild things, thumping their chests like cavemen on winning a point. The crowd hollered their lungs out, or continued hurling insults at the opposition.

I found myself wondering why all this seemed to matter so much? Why were grown (mostly) men reduced to appalling behaviour or breaking down in tears over hitting a small white ball around a field?

Maybe I’m just getting old and nostalgic, but Ryder Cups in the early days were different, with those grainy black and white photos of players in baggy plus-fours and tartan socks. It was the same with Wimbledon before the Open era, Wembley Cup finals back in the day, cricket matches with baggy flannels and thin bats. At the end of titanic struggles there would be a gentle skip towards the opposition, a polite shaking of hands, a wave to the cheering crowds and the presentation of the cup, which was held aloft briefly, before everyone went home. Yes, of course, people got steamed up about sport back then. The 'bodyline' cricket series in Australia in 1932 got the blood boiling between Aussies & Poms, but it was precisely because the English team were playing unfair. There were street parties and public joy when England won the World Cup in 1966, yet there is the famous story of Geoff Hurst after scoring a hat-trick in the Final going home and mowing his lawn the day after. Hard to imagine that today.

Nowadays, the presentation ceremony goes on forever, with microphones thrust into players’ faces with the most boringly predictable question: “how do you feel having won (or lost)?” asked every single time. Emotion pours out everywhere. Superlatives are expected and duly uttered.

My mind went back to something the theologian James K. A. Smith said to me in a conversation some time ago. “When there is no longer any Ultimate”, he said, “the Penultimate seems to matter so much more.” His point was that in the absence of a general social belief in God, or a divine order above us, with little sense of any social or divine sanction for, frankly, atrocious behaviour, then things like politics or sport become more and more charged with meaning.

When there is nothing higher than politics, electoral victory becomes all-important. And anything goes in silencing the opposition. When the most significant thing in life is a sporting achievement - even vicariously as a fan - then winning is everything. Where there is a more pervasive sense of belief in God, or an afterlife, where the death of friends or neighbours is a more common occurrence throughout life, or even the task of putting food on the table is a daily struggle, such things matter less. Activities such sport, which were once seen as mildly significant, a pleasant diversion from more onerous tasks, found their true place as something important, but not that important.

Blaise Pascal once wrote: “People are bored stiff with their normal lives and so they need perils and excitement.” He thought that we crave distraction to stop us looking into the abyss, or up into the heavens, to contemplate the ultimate meaning of our lives, the reason why we are here in the first place, and our final destiny. It is classic displacement activity. It is why we pay entertainers more than doctors, vicars or philosophers - because we need the distraction.

The Penultimate begins to matter too much when we no longer have an Ultimate to relate to. Sinking a clutch putt to win a game is satisfying. Yet it is not the reason why we exist. Sport is a great diversion. But it is just that, and realising that might make us behave a bit better towards our opponents and help us to focus on the things that really matter – the questions of meaning and purpose that humans have always asked since the dawn of our race.

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