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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
Belief
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Leading
4 min read

Here’s what Pope Leo really needs, and it’s not our speculation

What the media analysis misses when projecting on to the new pope.
Pope Leo waves to the crowd.
Vatican Media.

If memory serves, there was a very positive feeling about Pope Francis when he was elected in 2013. Mind you, I had just started my first year at university and was passionately atheistic - I had flunked my ‘General Studies’ A-Level essay purely because I had nothing to say in favour of the proposal that heaven exists. It was plain enough to me that it was all unscientific wish-fulfilment - so a requirement to give balance had to be jettisoned. 

But the late Pope was so adept at doing things that sent a message, that even in my sphere it became commonly agreed that he was a breath of fresh air. Anyone would tell you that he was very down-to-earth. PR types can only dream of that kind of cache among those who have zero interest in what the company is selling.  

The less ostentatious popemobile!  

The refusal to live in the official papal apartments!  

Here was a man clearly wanting to step back from pomp, and the wealth (all that Vatican gold!). 

It is only now that, as a Catholic, I have an inside track perspective on how more complicated this all actually was. Some in the Church found some of the public piety unsettling. All churches have a trade-off to make between the gospel directive to not value treasure on earth, as well as a gospel directive to give honour to God using all of our humanity, which might involve using our sense of beauty.  

But I am not saying I agree or disagree with any of this. Francis was making a point, and it was well made. I am rather saying that there is a tendency sometimes to think of a pontiff in ill-fitting terms - often political ones. As an atheist, I crammed things into a binary of ‘good, stripped-down rationalisation’ versus ‘bad, mythological and weird’. Especially in secular media, there is a tendency to make popes answers to questions that the media have asked, and not the ones of the Church. The story is always more intricate than ‘liberal’ versus ‘conservative’. Francis was not, in the end, the moderniser some commentariat hoped for, but only because he demonstrated what should have already been obvious: that that the Pope is not ‘in charge of’ the Catholic Faith like that. 

At any rate, speculation of a similar kind is already booming around the new Pope, Leo XIV. Everyone is trying to read into every micro-detail we have. What is the significance of his being an American? Is this the conclave’s attempt to create a counter-Trump? Why did Leo come out in traditional garb (which Francis made a point of eschewing)? Why ‘Leo’?  

Rumours have already abounded that this new Pope likes to do his private masses in the old Latin; others have pointed out that he ran with Francis’ crowd - and even his opening speech touched on the late Pope’s theme of ‘synodality.’ Synodality, depending on who you ask, is either a noble attempt at decentralisation and listening to the full range of voices in the Church - or an attempt to sneak doctrinal change under the guise of being pastoral. 

My advice is to stay well away from it all. Perhaps I’m bringing my own personal journey in too much here - but people change their minds all the time. I wouldn’t want someone to judge me on that General Studies essay now, let me tell you. People especially change when given such a task as Robert Prevost has been given. Even on a purely natural view, being handed responsibility for over a billion Catholics is likely to have a sobering effect, and make one hyper-aware of every move one is about to make. 

But, more importantly, on a supernatural lens, Catholics will want to say that this Pope has been, at the very least, permitted by the Holy Spirit. Benedict XVI put it as dismally as this, in 1997:  

"Probably the only assurance [the Holy Spirit] offers is that the thing cannot be totally ruined.”  

Pope Leo’s ability to shepherd the Church is not a power he enjoys on his own - it comes, as the official teaching has it, “by virtue of his office.” He gets it purely from God, and by existing in relationship to a bigger thing, the Church. It is a difficult thing to make sense of, but the Catholic view of the Pope is not really a statement about human power. It is the belief that, at some very foundational level of analysis, Jesus has agreed not to abandon those who follow him; agreed not to “leave us as orphans." The Pope has come to be seen, in time, as that foundation; as that ‘rock’. But he should always be seen within the bigger picture of God’s promises to us. 

For the meantime, the Pope needs not analysis, second-guessing, or projections. He needs prayers.  

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