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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
Culture
Film & TV
Identity
Weirdness
5 min read

Nightbitch’s metamorphosis of motherhood

In parenting the best things in life cost everything and nothing.

Krish is a social entrepreneur partnering across civil society, faith communities, government and philanthropy. He founded The Sanctuary Foundation.

A woman runs down a street at night accompanied by dogs
Amy Adams, running with the dogs.
Searchlight Pictures.

With birth rates declining, family breakdown increasing and what has been called an anxiety epidemic amongst children, a film about the raw challenges of motherhood – aimed at men as much as women - has to make us sit up and take notice.  

Nightbitch does exactly that. Based on Rachel Yoder’s lockdown novel of the same name, it tells the story of a stay-at-home mum who, faced with the brutal realities of modern-day mothering, discovers her feral side – and transforms into a dog. 

The film stars Amy Adams, an exceptional actress known for her roles in Arrival—a Denis Villeneuve masterpiece about aliens arriving on Earth—and other iconic films like Man of Steel (as Lois Lane), Enchanted (where she plays the central character), and Night at the Museum (as Amelia Earhart).  In this film she delivers a powerful and deeply emotional performance as another alienated character, once a successful artist with a promising career, now reduced to part-parent, part-nightbitch.  

The plot has echoes of Franz Kafka’s The Metamorphosis, where travelling salesman Gregor Samsa wakes up one day to find himself transformed into a giant insect. While Samsa’s arthropod transformation signifies entrapment and helplessness, Amy’s canine alter-ego provides a contrasting sense of liberation, offering her an empowering path of fierce self-assertion amid the demands of motherhood that have become overwhelming and suffocating. Nevertheless, both magical realism narratives use animal transformation to explore profound feelings of loss of identity, isolation and inequality - themes that are especially relevant in a time when pressures on families are immense.   

Identity loss 

Introducing herself to a group of new mothers, Amy’s character, who remains nameless throughout, says, “I used to be an artist.” Her inability to articulate who she is reflects so much: her loss of purpose, loss of social identity, loss of external validation, loss of financial independence, loss of cognitive functions, loss of self-worth. But it is not only her transformation into a dog that depicts this. There’s a poignant moment as the film opens when Amy bumps into the woman who has taken her old job. The stark contrast between their appearances—Amy looks pretty rough compared to her perfectly turned-out replacement—highlights just how different her life now is.  It seems to me that this image of identity loss will resonate with all who face the struggle to reclaim oneself after a major life event, but especially with new mothers.  

Isolation 

Though Amy’s character is married, her husband is often absent, working long hours to provide financially. When he is home, he seems to want the pre-motherhood version of his wife, engaging only in the lighter aspects of parenting while avoiding the ongoing challenges. This dynamic leaves Amy’s character feeling alone and disconnected from her husband. Not only that, Amy’s initial attempts to connect with other mothers at her child’s nursery fall flat. Although they share the bond of motherhood, she finds their conversations unfulfilling. Similarly, when she reconnects with her old work friends, she discovers their lives have moved on without her, deepening her sense of displacement. She doesn’t fit in at home, at work, or in her community. She is trapped between worlds and is deeply isolated. Nightbitch offers a powerful antidote to Insta-perfect images of parenthood. The stark visual this film provides of the mother running away from the home at night as a dog challenges us to take seriously the need for mothers to escape claustrophobic societal expectations and to find autonomy, community and support.  

Inequality 

The third key theme explored in the film is the inequality between the male and female experiences of parenthood, as it portrays how much of the burden falls on women. Statistics only confirm the ongoing gender disparities, with women far more likely than men to reduce working hours and sacrifice their career prospects. Women disproportionately shoulder the long-term economic and professional consequences of parenthood, as well as the day-to-day duties of parenting. Add to this the emotional impact of isolation and identity loss, and the burden becomes almost insurmountable. This cumulative strain is faced by all those who are expected to seamlessly transition from independent individuals to selfless caregivers, often with little structural support. The film lays bare how these pressures, left unaddressed, can fracture not only individual lives but the entire stability of the family.  

The film left me with questions:  

Have I played my part? 

As a father, watching this film prompted me to reflect deeply on my own family dynamic. Do we divide responsibilities fairly? Have one person’s dreams or ambitions been side-lined for the sake of the others? Do I overlook or undervalue what my wife does?  What happened to the balance we originally envisioned and agreed upon as a couple?   

Where is the support? 

I also wondered about the structural support needed for those beginning their parenting journey. Then I remembered who facilitates tens of thousands of parent and toddler groups each week across the UK – the Church. Over a third of children under four attend these groups, translating to millions of parents and carers finding access to a lifeline – a welcoming environment and space for connection and mutual support. Do churches know what an important role they are playing? Do new parents know what is available to them there? 

Is parenting only a burden? 

While the film expresses brilliantly the challenges of parenthood, does it do so at the expense of expressing its joys? In my own experience parenting 30 children through birth, fostering, and adoption in almost the same number of years, I am still trying to work through the paradoxes. How can it be both overwhelming and overwhelmingly enriching. Both lonely, and connect us to the privilege of unconditional love? How is it that in parenting the best things in life cost everything and nothing? 

At the London Film Festival Premiere that I attended, Amy Adams also reflected personally on the film: 

“It gave me an opportunity to not only tell my relationship with my mother but also my sister and my friends…. There was a deep universality to the experience of motherhood but also the exploration of relationship inside of parenthood,, the relationship with husband. Everything just fell so true, relatable, and funny.” 

In the end, Nightbitch is more than a dark, fantastical, funny tale of transformation; it’s a powerful mirror held up to modern family life that everyone can benefit from considering. It challenges traditional gender roles and expectations, inspires reflection on sacrifices and struggles, and provokes important questions about identity, privilege and partnership in the complex journey of parenthood and beyond.  

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