Article
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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
Ethics
Freedom
War & peace
4 min read

There’s light and darkness in journalism’s truth game

“There’s your truth, there’s my truth and there’s the truth.”

George is a visiting fellow at the London School of Economics and an Anglican priest.

A church altar holds commemorative frames of killed journalists
The Journalists’ Altar.

The Journalists’ Altar at St Bride’s church, on London’s Fleet Street, bears the Perspex tombstones of reporters and their colleagues who have died in wars and conflicts around the globe, in the act of bringing news to us.  

This solemn memorial is joined by new ‘stones’s for Anas al-Sharif and his four-man crew from Qatar-based al-Jazeera, who were killed in a targeted strike on their tents at the gates of the Al-Shifa hospital in eastern Gaza City. 

It was worth checking that they’re included on the altar, as there’s the sneaking suspicion that someone might have decided that honouring them in this way would be inappropriate or even inflammatory. The Israel Defence Forces (IDF), who killed them, would certainly take this view, having described al-Sharif, one of the few television correspondents bravely to have remained in northern Gaza, as a “terrorist” who “posed as a journalist.” 

Journalist rights groups, such as the Committee to Protect Journalists (CPJ), as well as, unsurprisingly, Al Jazeera itself counter that this is baseless. The CPJ adds “there is no justification for [the] killing.” 

Of course there isn’t. Al Jazeera is pro-Arab and consequently pro-Islam and, therefore, anti-Israel. Al-Sharif may have had links with Hamas in the past, but he and his colleagues were demonstrably non-combatant. If we start killing journalists who are biased against us, we’re entering very dark moral territory indeed. 

I worked for The Observer when it was owned by conglomorate Lonrho and it promoted proprietor Tiny Rowland’s best interests in Africa and in his battle with Mohammed Al-Fayed for ownership of Harrods. News Corporation’s titles aren’t famous for exposing and criticising the activities and opinions of the Murdoch family. 

It might be a stretch for even their fiercest critics to suggest that Rowland or the Murdochs had committed acts of terrorism, but the point is that journalism, good or bad, is never truly independent. That al-Sharif and his friends had associations with Hamas is largely irrelevant. Indeed, journalists must have contacts with the dark side.  

If we’re at risk for our allegiances, then it’s not just us but freedom itself that is under threat. Imagine if we could be arrested for sympathising with supporters of Palestine Action, currently a proscribed terrorist organisation in the UK. That, worryingly, begins not to sound too farfetched. 

Journalism, when it works properly, shines as a light in the world’s darkness, revealing what’s really going on. It’s what makes it a less trivial professional activity than many other walks of life. The Journalists’ Altar bears testament to that.  

The light shining in darkness is central to the Christian tradition, revealed in the prose poetry of the opening sequence to John’s gospel (a line of which appears on the Journalists’ Altar). It is inextinguishable, exists only because darkness exists and is revealed in the human capacity for love, the triumph of hope over despair and lives led self-sacrificially. 

That’s way too much freight for humble old journalism to carry. But it is true that journalism shines a light in human affairs, the better to reveal what lies in the darkness so that we can examine it. In that endeavour, it shares an interest in truth 

A late and lamented Observer desk editor of mine once told me dolefully, when I wailed that lawyers were preventing a story I knew to be true, that “there’s your truth, there’s my truth and there’s the truth.” I don’t think he meant to mark the difference between subjective and an objective, absolute truth, but he did define the truth game that we’re in. 

As it took Gaza’s territory, Israel’s government long ago ceded its moral ground – quite an achievement given the scale of the atrocities committed by Hamas on Israel’s people on 7 October 2023. It simply cannot afford to allow the light of what is true to shine in the darkness of Gaza. So, it bans foreign correspondents from reporting from within the Strip. 

“Democracy dies in darkness” has been the slogan of The Washington Post since 2017, a line it lifted from its Watergate heritage. There’s been a fair bit of chortling and downright rage at this conceit since its newish proprietor, Jeff Bezos of Amazon, declined to allow the Post to back the Democrat candidate against Donald Trump at the last US election (those pesky owners again). 

But it’s not really democracy that dies in the dark. It’s just that we can’t see in the dark. We need light to do that. Journalism, for all its weaknesses and absurdities, provides some of that light. Israel, Gaza and the deaths of five Al Jazeera journalists show that it’s a light that isn’t inextinguishable. That’s more than a worry. 

Al Jazeera’s anchor Tamer Almisshal nailed it: “Israel, by killing and targeting our correspondents and team in Gaza, they want to kill the truth.” Our democracies need to ensure that doesn’t happen. 

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