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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.

Article

Belief

Creed

Weirdness

24 June 2024

6 min read

Revival – really?

Are we moving beyond the secular scepticism of religion?

Abigail Frymann Rouch

Abigail is a journalist and editor specialising in religious affairs and the arts.

A cross held aloft is illumminated by a shaft of light that also reveals hands raised in priase.

Jacob Bentzinger on Unsplash.

Whisper it if you will, but an increasing number of observers are wondering if we are creeping towards some kind of Christian revival. High-profile public figures such as former atheist author Ayaan Hirsi Ali, novelist Paul Kingsnorth, comedian Russell Brand and storyteller Martin Shaw have converted. Articles and podcasts from secular writers and thinkers extolling Christianity’s influence on Western culture, the societal benefits of faith, or a renewed appreciation of the sacred, are becoming a more common sight than those tub-thumping for atheism.

Among these thinkers is historian Tom Holland, who has argued that Western values, including secularism, socialism, feminism and human rights have their roots in a “Christian seedbed”. Some secular female writers are finding in the sexual revolution much to regret: Mary Harrington, author of Feminism against Progress, and writer Louise Perry, who penned The Case Against The Sexual Revolution, are opposed to casual sex and in favour of marriage.

Then there’s the Canadian academic and YouTube hit Jordan Peterson, currently on a speaking tour titled, “We who wrestle with God” and offering Bible-based life lessons to his hungry, mainly male, hearers. Even the arch-atheist Richard Dawkins said in a radio interview this Easter that he considers himself a cultural Christian and “I sort of feel at home in the Christian ethos.”

A term has been coined for someone close to Christianity but just outside it, such as Holland: “Christian-adjacent”. The broadcaster Justin Brierley has devoted a book to this apparent renewed interest, The Surprising Rebirth of Belief in God. In it he argues the New Atheism that fed off the horror of the religious extremism behind 9/11 is “a largely spent force” that has splintered into factions. (Sunday Assembly, the gathering for non-religious people, has seen its income plummet from £267,161 in 2016 to just £28,120 in 2022. Its leaders were approached for comment.)

What does all this amount to? Are we moving beyond the secular scepticism of religion? Does anyone want to return to the judgemental, Anglo-centric Christianity of a previous age?

I wish to be somebody who goes, ‘But look, come with me, see this, see that. Does that speak to you?’ The whole of my writing is to help people get away from preconceptions.”

Iain McGilchrist

The author and psychiatrist Iain McGilchrist says of a possible religious revival: “I feel that there is [one], and I feel that there will be. And I think it's important.” Already, he says, “It's much easier to talk about religion and one's religious beliefs … than it would have been 20 years ago [and] a lot of people say that.” Some young people who are not from a religious background have surprised him by finding their way to religion.

People he knows who have turned to Christianity in mid-life have moved “to the Catholic Church, but most of them to the Orthodox Church, because they see … genuine valid, uninterrupted tradition of the divine and the sacred, of worship of it, of the sense of wonder, the sense of relative humility, not triumphant exaltation, and the sense of a shared oneness that is encaptured in these ancient rituals.”

McGilchrist believes the route of fulfilment “is oneness with nature, with the Divine and with one another,” and that rediscovering a connection to the Sacred (he refers to the Sacred or Divine rather than religion) would address other pressing issues such as the “poisoning of the oceans”, due to “a proper understanding of our position in the cosmos, not as the exploiter, but as the caretaker.”

Of his own views, he says: “I genuinely am not sure how to understand what it means to be a Christian really, but I suspect that I am one.” He stresses that he doesn’t want anyone to be put off by their preconceptions of what that might mean. “I wish to be somebody who goes, ‘But look, come with me, see this, see that. Does that speak to you?’ The whole of my writing is to help people get away from preconceptions.”

“There is an intellectual revival, if you like, because the complacent secularism, which culminated in people like Richard Dawkins, is obviously broke.”

Andrew Brown

Mark Vernon, a psychotherapist, author and former Church of England priest, also perceives a shift in the conversation around religion, and a new sense of enquiry that did not exist 20 years ago. He believes “a mystical Christianity” would be needed to reach the many people who describe themselves as “spiritual but not religious”.

Author of Spiritual Intelligence in Seven Steps, Vernon enjoys the silence of a Buddhist meeting or being out in nature on pilgrimage to holy places, “feeling different energies, different pulses, different rhythms … Being in a place where you just feel there's a different thing going on here, that can be healing. I think a lot of mental health is due to just people being trapped in very narrow worldviews.”

Dr Vernon, whose faith journey has included atheism, follows what he calls a “commodious” Christianity – “my perspective on the universal story, which I think is ultimately beyond any one expression of it – and focuses on the “Christ [that] lives within me”, in contrast to “more socially driven” or “conversion-driven” Western Christianity.

For Abby Day, Professor of Race, Faith and Culture at Goldsmiths, University of London, any talk of religious revival is “wishful thinking” but like Vernon she believes that if anything were to speak to the “spiritual but not religious” it would be “within them, or maybe within nature” and “non-institutional”.

Professor Day is wary of the interest in Christianity from the populist right, as seen in the European elections and US Evangelicals’ support of Trump. They “claim Christianity, but what they're claiming is a national identity, and so we're seeing Christianity be weaponised” to deliver a conservative agenda, she says.

Day, author of Why Baby Boomers Turned from Religion, takes issue with some of Holland’s arguments, saying: “The Churches have not shown themselves to be exemplary models of equality or human rights.”

Veteran religious affairs journalist Andrew Brown, co-author of That Was The Church That Was: How the Church of England lost the English people, is less hostile. He says: “There is an intellectual revival, if you like, because the complacent secularism, which culminated in people like Richard Dawkins, is obviously broke.” But he adds: “Most of the stuff that's interesting and new is coming from people who are either Christians or Christian-adjacent.” But, he adds, “It takes a long time for the ideas of the intelligentsia to filter down … “If there is to be anything like [a revival], it has to start locally, and far below the radar of news.” So, for example, what impact has 14 years of austerity had that have led to millions of people attending food banks and warm spaces in churches? (According to 2023 data from Savanta and the National Churches Trust 5 per cent of UK adults visited a church last year to access a food bank (equivalent to around 3.4 million people) and 4 per cent (2.7 million) for a warm space.) “That has to be doing something, but I don’t know what,” he laughs, adding: “There really isn’t enough decent religion reporting because journalism is in crisis.”

That puts established religion in good company. But the Churches the Boomers rejected may have become humbler during their exile, and alternatives are available that offer different emphases. Vernon notes that the Orthodoxy that has attracted Kingsnorth and Shaw – Vernon’s “favourite convert of this revival” – is comfortable with other faiths and is more about participation through liturgy than converting to safeguard your immortal soul. And one attraction of the silence Vernon enjoys is that it doesn’t give glib answers, including to the profound questions around meaning, purpose and identity that beset nation, Church and individuals alike.

Putin’s violent ambitions could yet drive people to prayer. For now, at least, the more thinkers publicly take Christianity seriously and rediscover its wonder and mystery, the fairer hearing its stories, values, social benefits and cultural legacy will receive in the rowdy market-place of ideas, offering – at the very least – the cradle agnostic a more informed choice.