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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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Freedom of Belief
5 min read

These stubborn stories from Nigeria’s killing fields are still lodged in my head

Last year’s victims are joined by many more

Belle is the staff writer at Seen & Unseen and co-host of its Re-enchanting podcast.

A burnt out motor cycle and car stand amid charred debris in a dusty compound.
Burned vehicles after Good Friday raid on April 7, 2023, in Ngban, Benue state, Nigeria.
Justice, Development, and Peace Commission.

Last summer, I spent some time in Northern Nigeria.  

I went there because terror is having its way and nobody seems to be talking about it. I said it last year, and it still seems to be the case now - the violence that is being carried inflicted is out of sight and, therefore, tragically out of mind. 

While there, I met many people that had their lives violently turned upside down - their families torn apart, their villages burnt to the ground, their homes and livelihoods pulled out from underneath them, their loved ones ‘butchered’ before their eyes. The people I met were targeted, it seems, largely because of their Christian identities.  

I wrote about them for Seen and Unseen this time last year, feeling the pull to memorialise their stories; to point toward them, to look their tragedy in the eye for a little longer. 

Every person that I met has had a lasting impact on me, how could they not? Before I met them, the only reference point I had for such violence was apocalyptic movies. A year on, my brain still resists accepting what my ears have heard and my eyes have seen. I dwell on it all, the whole experience, often.  

But there are two stories that have gotten stubbornly lodged in my mind, taking up slightly more real-estate in my thoughts. They’re the stories of two girls, one around my own age and one much younger. I’d like to re-point you to their stories now.  

The first woman, she was incredibly gentle and kind, and told her story with a composure that’s hard to fathom. She was working on her land along with her husband and mother-in-law, a totally run-of-the-mill day. They were so engrossed with the task at hand, they didn’t notice that their village was being attacked by armed ‘Fulani’ militants (the majority of the violence being carried out in Northern Nigeria is at the hands of Islamic extremist groups such as Fulani militants, Boko Haram and ISWAP - Islamic State in West African Province). She looked up to find herself face-to-face with two attackers and despite their command for her to surrender to them, she ran, as did her husband and mother-in-law. While she was running, she could hear bullets flying past her head and the screams of her mother-in-law. Making it to a neighbouring village, she gathered help and eventually went back to find her husband and mother-in-law. Both of whom were stabbed and killed that day.   

The Fulani militants now have control over her village, and she told us how she’s been praying that she would be able to forgive these men for what they’d done, as she is now forced to live alongside them. And so, she felt proud because she had recently been able to respond to one of the men as they greeted her.     

The other story, that of a heart-wrenchingly-young girl told us how, while she sleeping – she was awoken by her father who told her that they needed to run, they were under attack. She ran, hand in hand with her father, while her mother carried her younger brother. While they were fleeing, her dad was shot and killed. Her mother pried her hand out of her father’s and buried both her and her brother in sand, instructing them to stay hidden. The next day, they found that their house, their crops, their entire village had been burnt down.   

This rampant violence is not caught in a freeze-frame, it’s not last year’s story, it is still happening. Despite Nigeria having greater religious freedoms than other countries, it is still the seventh most dangerous country in the world for Christians to live, it is still the case that more Christians are killed for their faith in Nigeria than the rest of the world combined.    

2025 has seen wave after wave of attacks, some of which were prompted by outrage over the testimony of Bishop Wilfred Anagbe, who spoke of the horror and terror being inflicted on Christian communities in front of the US Congress. As a result of Bishop Wilfred’s words, his Nigerian diocese was subject to mass shootings, killing forty people. So, people’s voices, their pleas for help - or even simply recognition of the violence - brings a threat to their lives.  

Just weeks later, 24 members of a Methodist church were shot in the middle of the night, days later nine further people were killed while mourning those who had already been shot dead. 

In the month of June alone, 218 Christians were killed, and a further 6,000 were displaced after a spate of attacks carried out on mostly Christian villages. Open Doors note that ‘dozens of Christians are said to be trapped in forests and mountain hideouts, unable to escape as the militants continue to roam through the villages’.  

And in July, Pastor Emmanuel Na’allah, a Christian pastor and convert from Islam, was shot and killed during a worship service. A friend of his, Samaila Gidan Taro, was also shot, and a woman was abducted.   

Again, Open Doors explains that ‘These murders and abductions are sadly increasingly common in Nigeria… large-scale attacks are the most visible. Attacks such as this one occur daily, so frequently that they do not make the headlines. It is clear that Christians are suffering a relentless onslaught, with government agencies, international bodies and official observers struggling to even document each incident.’ 

As I wrote last year, while we are not seeing this violence, the people of Nigeria are not seeing an end to it.    

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