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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.

Review
Attention
Culture
Film & TV
Weirdness
5 min read

Ludwig’s clues to the answers we long for

Puzzles preserve a fully realised truth in the clue, and, if we are willing to persevere, we will be rewarded.
Two TV characters, a man and a woman, stand in front of a crossword cover walls of a room.
Anna Maxwell Martin, David Mitchell.
BBC.

The BBC have scored a bingeable hit with new comedy-drama Ludwig, starring David Mitchell as a maladroit puzzle-setter who is roped into a rather fabulous whodunnit. It involves his missing twin, a police detective whom he must impersonate in order to chase the trail of the disappearance.  While on the case he solves a few other conundrums, giving the show many intriguing, if knotty, narrative threads.  

It is not the first-time crossword setting and detective work have gone hand in hand. One of the very first cryptic crossword setters - the ‘grandfather’ of the genre - was Edward Powys Mathers, who also dashed off a mystery thriller, Cain’s Jawbone in 1934. The novel was provided to readers in the wrong order, with the simple but infuriating challenge to reconstruct the right sequence of pages based on maddeningly subtle internal clues. Despite offers of a cash prize, virtually no solutions were submitted.  

Such is the dilemma of a cryptic crossword setter - when is clever too clever? Puzzles can appeal so much to our pride; our desire to be part of an ‘in-group’ which understands the highbrow references to opera, Latin oratory, and cricket slang. Those who can outwit them are part of an elite rank. The Telegraph crossword of 13th January 1942 was used as an exercise to recruit for the ENIGMA codebreaking unit. Indeed, when Mathers all but invented the idea of a fully cryptic crossword in the Saturday Westminster Gazette in 1924, his challenges bore the banner ‘Crosswords for Supermen’.  

There is fundamental connectedness behind the world, and working on the presumption of such a unity allowed him to collect ideas and references from across the globe and throughout all history to form his tricksy clues. 

I’ve often started out on a cryptic crossword, hoping to discover that I am one such genius, only to bitterly give up shortly afterwards, irritated that I don’t have that instant ability to see the solutions. I stare at the riddle, wanting to be one of those people who can naturally recall information, connect ideas, or see what has been hidden in the tortuous clue. Surely the appeal of a show like Ludwig is that it gives us an aspirational glimpse at the peak of human mental prowess, even if Mitchell’s wannabe inspector is a little socially awkward. He still possesses a penetrating gaze that looks through the surface of things, to see what no one else can. He is one of those ‘supermen’ - beholden to no one, able to uniquely see the way things are all by himself.  

And yet, when Edward Powys Mathers died in 1939, he was referred to in his Observer obituary not as a kind of lone snobby genius, but “the gentlest of men… a saint”. It’s appropriate, as crosswords have long been a curiously churchy phenomenon: in the small list of great UK cryptic writers, two have been Anglican priests (Revd John Graham, known as Acaucaria, and Revd Canon A. F. Ritchie, or Afrit). Even Mathers’ fondness for Biblical allusions in his clues “led many to endow him with ecclesiastical rank” as Roger Millington’s book on Crosswords put it. Christian faith, because it is a religion built on the idea that God is with us in flesh, invites us to pay attention to the world around us. The world is not something to escape from, but is rather the place that, in Jesus Christ, God has come to meet us in. It makes you want to understand time, place, and culture, to better understand the God who has spoken through them, and given them meaning and destiny. In reference to this way of seeing things, Mathers was spoken of as a ‘catholic’ thinker in his obituary. This did not mean his church affiliation, but rather an instinct for seeing how everything is part of a greater whole. There is fundamental connectedness behind the world, and working on the presumption of such a unity allowed him to collect ideas and references from across the globe and throughout all history to form his tricksy clues.  

There is also a negative hint in this obituary clue, ‘catholic’. Crossworders work under a nom de plume (David Mitchell’s character John for instance, who goes by ‘Ludwig’). And while Mathers was indeed a generous, open-minded man, he sealed his reputation for difficulty by adopting the pseudonym ‘Torquemada’, in reference to a former Grand Inquisitor of the Spanish Inquisition. So, if Christians are alive to the interconnectedness of all things, we also have a reputation for the institutional guarding of those very mysteries. History shows believers have tortured those who do not come to their idea of what the answer is; indeed, they have set the questions for too long, in the eyes of many hostile to the faith.

Puzzles preserve a fully realised truth in the clue, and, if we are willing to persevere, and learn a new way of seeing, and of paying attention, we will be rewarded. 

But this is the tension that crosswords offer us - a very authentically Christian way to think about the way God spells things out for us which does not rely on a stark binary of ‘true’ or ‘false’. He reveals things like a puzzle; slowly, and cryptically. Some might fairly object to this comparison, on the grounds this would make God too ‘out there’ - far away from the intimate father that Jesus bids us address so familiarly. Does it make God too remote and enigmatic to say he is setting riddles for us? But actually, a puzzle does not deceive us, like a mask does. Puzzles preserve a fully realised truth in the clue, and, if we are willing to persevere, and learn a new way of seeing, and of paying attention, we will be rewarded. The answer is there, reaching out to us, if we only commit ourselves humbly to receiving it. It may cost us much effort and time. It may require us to learn things afresh. But this is part of the joy of trying to see, as St Paul puts it, "the mystery hidden for ages in God, who created all things”.  

Jesus himself spoke in parables, very much like cryptic clues. But this was no elitism, designed to cut out those without the high IQ of David Mitchell’s ‘Ludwig’. Arrogant intellect or love of one’s own status is, for Jesus, just as much a bar to those seeking a solution, because to find the answer requires a certain submission - a discipline - to see things as the puzzle-setter sees them. If we proceed only to do things our way, we remain blind: seeing we do not see, and hearing we do not hear, nor do we understand.