Article

Comment

Re-enchanting

Weirdness

2 August 2023

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 Kim

Daniel is an advertising strategist turned vicar-in-training.

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

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.

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

Community

Politics

28 November 2024

4 min read

Here's why we need to keep democracy holy

It's much more than a utilitarian deal that benefits the most.

George Pitcher

George is a visiting fellow at the London School of Economics and an Anglican priest.

A sign reading 'polling station' stands by the entrance to a church.

Red Dot on Unsplash.

One of the more ludicrous constitutional contributions of late has been the parliamentary petition, with well past two million signatures when I last looked, demanding another general election be called, because the Labour government, elected in July, has “gone back on the promises they laid out in the lead-up to the last election.”

Prime minister Sir Keir Starmer has surprised precisely no one by saying that he won’t be calling one. And so we’ll move on. But, in passing, what is truly breathtaking is how little our democracy is understood and, apparently, how unseriously democracy in the west is now taken. If that sounds unduly censorious, I have a two-word response: Two million!

Little time need be spent on demolishing the premise of this spurious petition, other than to wonder how many of those signatories would have appeared on one calling for, say, a fresh mandate after the coalition government of David Cameron and Nick Clegg (where is he now? Ah yes) performed a massive reverse-ferret on a manifesto pledge not to raise university tuition fees.

Or how many of these same fearless electors believe the result of the Brexit referendum should be voided because of the lies of the Leave campaign, most notable the one painted on the side of Boris Johnson’s battle bus. But no – two million residual, self-righteous righties can only be mobilised against a Labour government.

This event none the less raises valid questions about what our democracy is (and is not) and why we should want to protect or even cherish it. These questions become the more critical because there’s a tangible feeling of slippage in western democracy, as if we’re growing a bit tired and even contemptuous of it.

There’s the ominous re-growth of nationalism across Europe. And not a few bien pensants – me included, to my shame – might admit to a feeling after Donald Trump’s re-election as US president that democracy is too important to be left to the people.

Slightly more seriously, we need to ask ourselves what the qualities of democracy are that we should seek to defend. The first of these is, quite obviously, the rule of law. Should a political actor seek to overthrow a democratically established electoral process, then that is a crime within the rule of law. Witness the horrors on Capitol Hill in Washington DC on January 6 2021.

That’s the Feast of the Epiphany as it happens, but nothing to do with the coming of wise men. With Trump at the centre of it. Draw your own democratic conclusions – and weep for the rule of law.

Natural justice is to ensure that vexatious petitions don’t overthrow legally elected governments, either by lobby or violence.

Again, why does this matter and what is it about democracy that we hold sacred, even holy? It can’t simply be that we hold dear a kind of hard utilitarian ideal that what we elect to do is for the benefit of most of the people, for most of the time, as decided by popular mandate among the demos.

If we believe in democracy, as I believe most of us do, we’re presented with a choice: We can look to secularism as a solution, universal Enlightenment principles built on citizenship and equality before the law. Or we can look to a multiculturist model, keeping the peace between essentially separate communities and the state.

Or we can shape something on Augustinian Christianity, that recognises the limits of political democracy, which would eschew undemocratic theocracy, but which would hold that no political order other than the Body of Christ (the Church) can claim divine authority.

We’re in classic Rowan Williams theological territory here: “[T]he Body of Christ is not a political order on the same level as others, competing for control, but a community that signifies, that points to a possible healed human world.”

Unsurprisingly, I buy that. Williams goes further to state this spiritual effect on the political environments in which we find ourselves is likely to be “sceptical and demystifying.” Which seems to be a reasonable manifesto in a democracy.

The principle of election can be a worrying one in theological terms. We don’t “elect” God, though some secularists would claim that the Godhead is our invention. Rather, it has sometimes been perceived to be the other way around historically.

Reformational Calvinism would hold, among many other things, the rather terrifying view that we’re elected by God. “The Elect” are those who will be saved, while the rest of us (I presume) can rot in hell. Little democracy there.

Less deterministically, a more modernist worldview would argue that the Christian faith, on which foundation western civilisation is built, offers a viable moral definition of the lawful state, with which politicians of all (democratic) persuasions can tackle issues of global justice.

One such issue of natural justice is to ensure that vexatious petitions don’t overthrow legally elected governments, either by lobby or violence. That’s an important aspect of Christian witness and will require true grit in in its application during the years ahead. That’s, if you will, our grit in the democratic oyster.