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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.

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The bird-brained behaviour of holding a grudge

Cranky corvids and feuding pop stars share something in common.

Jamie is Vicar of St Michael's Chester Square, London.

A crow stands at the end of an overhanging rock.
Still in the huff.
Haaslave185, CC BY-SA 4.0, via Wikimedia Commons.

Sometimes it's just too hard to let it go. Art Garfunkel recently told The Times that he and Paul Simon have put aside their feud. Again. I was at their gig in Melbourne in 2009, four rows from the front. Although Art's voice soared, it faltered on Bridge Over Troubled Water. But it was glorious. Their setlist began with Old Friends, the name of their reunion tour, tragically describing a duo marked by both harmony and discord. 

It's not just old friends who can harbour old grudges. It turns out, according to John Marzluff from the University of Washington, that crows can similarly prolong a grudge for up to 17 years. Putting aside a longstanding grudge can be a good commercial decision, as evidenced by a certain Britpop band recently... but when I heard on the radio the other morning that crows are good at holding grudges, I must admit it made me laugh. There's something about the pettiness, the silliness of human grudges that seem to befit the ridiculousness of a bird. The bird-brained behaviour of holding a grudge may similarly find its root in fear: just as Marzluff has discovered that crows' brains show evidence of human-like fear. 

But grudges, just like fear, are no laughing matter. They aren't light, and they don't soar like crows or an ageing rocker's voice, but thud and squelch in all their onomatopoeic heft. We hold onto petty and significant grievances because, however unpleasant, we feel we have control. But the language we use around grudges is telling - we bear grudges, hold them, nurse them. Grudges, just like children, grow over time. And whether they last for weeks of crow-like decades… they destroy things around us and within us. Perhaps it's apt that the collective noun for a crow is 'murder'. Indeed, it's old wisdom that such grudges are destructive. Jesus said 'anyone who is so much as angry with a brother or sister is guilty of murder. Carelessly call a brother 'idiot!' and you just might find yourself hauled into court.' 

Grudges towards coworkers, family and friends can be subtle and invisible but no less real and consequential as visible damage. When Garfunkel asked Simon recently why they hadn't seen each other, 'Paul mentioned an old interview where I said some stuff. I cried when he told me how much I had hurt him. Looking back, I guess I wanted to shake up the nice guy image of Simon & Garfunkel. Y'know what? I was a fool!'  

The sense of freedom, joy, yes tears, and the possibility of singing together again has only been possible by them talking it through. 

Forgiveness won't necessarily mean condoning or reconciling, particularly if a crow has swooped on you. And sometimes those opportunities will be out of our reach. But however out of control our grudges may feel, we can hand them over, in all their deathly ugliness, to someone who is willing to absorb them.