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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.

Column
Comment
Football
Identity
Sport
5 min read

Football’s rainbow row shows up symbolism’s flaws

The vagueness that gives symbols power reduces the chance for nuanced conversation.
A football boot with rainbow laces
Premier League.

In 2013, the LGBTQ+ charity Stonewall partnered with the Premier League to launch the Rainbow Laces campaign. For certain matches, Premier League footballers are encouraged to wear rainbow colour laces and armbands when captain. 

The stated aim of the campaign is to ensure “everyone feels welcome” at football matches. All the league’s clubs have committed to the campaign, although the wearing of laces and armbands is optional for players.  

Recently, Ipswich Town’s captain Sam Morsy decided to wear a standard captain’s armband, rather than the rainbow-coloured version. The club later released a statement saying he made this decision due to his religious beliefs, which the club respected. Morsy again declined to wear the rainbow-coloured armband for Ipswich’s match against Crystal Palace a few days later. 

Speaking of Crystal Palace, their captain – Marc Guehi – did wear the armband, but wrote “I [heart] Jesus” on it. While the FA did not punish Guehi or Palace, they did write to them to remind them that religious messaging of any kind was not permitted on kits. Subsequently, during Tuesday’s match against Ipswich, Guehi changed the message to “Jesus [heart] you.” 

It says something about society’s view of Christianity that people saw Guehi’s “I [heart] Jesus” message and took it as an anti-LGBTQ+ message. The Church is doing something wrong if people can so easily equate loving Jesus with hating LGBTQ+ people.  

Of course, it is undeniable that many people have been – and continue to be – discriminated against and persecuted because of their sexual orientation or gender identity in acts of violence and abuse underwritten by religious beliefs. 

However, being ‘religious’ is not a straightforward predictor of someone’s views of sexual orientation. Many people who self-identity as Christian, Muslim, Jewish, or as members of any number of other faiths, would describe themselves as inclusive and affirming of people of all sexual orientations and gender identities. 

So, why are we talking about what colour armband grown men are wearing – or not wearing – when playing football?  

The issue emerges because of the use of these armbands as symbols. Symbols are inherently empty of content; they only mean something when individuals or groups assign meanings to those symbols.  

This is how the meaning ascribed to symbols changes over time, as they are used in different ways and received by different social groups. For centuries, the swastika was a wholly positive religious symbol in a variety of traditions across Hinduism, Buddhism, and Jainism, often carrying connotations of prosperity and good fortune. 

You would be hard pressed to find someone who ascribes this meaning to the swastika from the 1930s onwards.  

Symbols are powerful, but they are so precisely because they are devoid of intrinsic meaning. Humans are unsurpassed in their ability to fall out with one another. By centring campaigns and movements around symbols, people who would ordinarily be at each other’s throats are more easily able to stand alongside one another, ‘filling’ the symbol with whatever meaning sits most comfortably with them.  They are meaningless banners under which odd bedfellows might bury the hatchet in service of greater aims.  

But symbols can be a double-edged sword. Their lack of concrete meaning also allows different people to find competing meanings in the same symbol. Part of the reason for the dispute over the wearing of rainbow armbands, then, is due to different groups ascribing different meanings to the same symbol.  

For some footballers, being encouraged to wear rainbow armbands might be received as being encouraged to wear a symbol encoded with meanings that undermine their entire system of religious belief.  

And, for these people, religious belief is not an optional extra; it is their most fundamental identity and it is the framework within their entire existence and experience is rationalised and given meaning. To undermine a framework like this is no trivial matter.  

But for people who identity as LGBTQ+, seeing their team’s captain wearing a rainbow armband might ‘mean’ something as simple as: “If you identify as LGBTQ+, you are welcome here at this football match, and we want you to feel safe here.”  

It’s not hard to see how a refusal to wear an armband might be received as a slap in the face for people who ascribe that meaning to the armband; it’s tantamount to a refusal to acknowledge their existence. While it unfortunately does need repeating, the mere existence of LGBTQ+ people is not a threat to religious belief.  

The malleability of the symbol means that both individuals – and by extension, the groups to which they belong – are left feeling as though there is no space for them in football. Or, at the very least, that they have to compromise on being who they are if they are to be afforded a place within the football community.  

The desire for beige corporate gestures designed to be cheap, easy and unoffensive wins often reduces the scope for conversation and dialogue. 

And this is the problem with trying to navigate complex issues such as societal inequality through tokenistic gestures and symbols: the same power that enables symbols to unite people can also divide people. The same vagueness that makes symbols so powerful also minimises the possibility for genuine and nuanced conversation. 

This is not to say we should do away with such gestures altogether. The comedian Matt Lucas took to X to recount something of his experiences as an Arsenal fan. Twice this season – just this season – Lucas has been abused at football matches because of his sexuality. 

I’ve never been abused at a football match because of my sexuality, gender, race, ethnicity, or, for that matter, my religious beliefs. I don’t think it’s up to me to decide what does and does not make LGBTQ+ supporters feel welcome and safe at the match. If symbols such as rainbow armbands make these supporters feel safer at football matches – and again, it’s not up to me to decide if they do or they don’t – then I can only imagine that is an unqualified positive.  

That being said, if football is going to have meaningful and fruitful conversations about questions of faith, religion, and sexuality, then I think it’s clear that tokenistic use of symbols is simply not equipped for that. Like so much contemporary public discourse, the desire for beige corporate gestures designed to be cheap, easy and unoffensive wins often reduces the scope for conversation and dialogue.  

Symbols lie at the heart of human experience. The fallout from the actions of Sam Morsy and Marc Guehi demonstrates the significance of symbols to human life, but also of the importance of understanding the meaning of our cultural symbols, both as we understand them, and as they are understood by others.  

Too often we focus on what symbols mean to us, at the expense of what they might mean to others. When we assume that symbols carry a shared, fixed meaning for all, we deny ourselves the opportunity to listen and learn from the ways in which we experience our shared cultural symbols.  

And if there is one thing we really could do with more of, it is listening. 

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