Article
Comment
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.

Article
America
Comment
Conspiracy theory
Politics
6 min read

Charlie Kirk: the problem is not murder but anger

How to confront the rage in politics, in media, and in ourselves

Graham is the Director of the Centre for Cultural Witness and a former Bishop of Kensington.

An aerial view of a gazebo at the site of the Charlie Kirk shooting
The site of the shooting.
KSL News Utah, CC BY 4.0, via Wikimedia Commons

The killing of Charlie Kirk has shaken most of us – including me. Over the past year or so, his pop-up debates on US university campuses kept appearing on my different social media channels, and they were fascinating. Here was a young, articulate conservative, venturing into college campuses – generally left-leaning, progressive places - opening up conversation, debate and challenge. He was opinionated, provocative, unafraid to voice unpopular opinions, generated hostility, but seldom seemed to show it himself. No question was off limits, he seemed to respect those who attacked him, and he made no secret of his Christian faith.  

I agreed with some of what he said but by no means all of it – that’s the point of public debate. His views on gun control, Israel, and Donald Trump just for starters, would be some way from mine. But inviting debate on controversial issues, seeking to change other people’s minds by discussion and reasonable argument is the very heart of a well-functioning democracy. There are precious few spaces where progressives & conservatives talk – and Charlie Kirk’s campus debates were one of them. It’s tragic that they cost him his life.  

In our times, such heinous acts are not usually committed by some secret, politically-motivated cabal, but often by an unhinged or deluded self-radicalised loner, influenced by fringe groups in politics or culture. In the UK, Axel Rudakubana, who killed three young girls in Southport, turned out not to be a terrorist after all (“he did not kill to further a political, religious or ideological cause” said the judge on sentencing) but a disturbed and lonely young man who killed for no apparent reason other than mental instability. The same was true for Ali Harbi Ali who stabbed the Conservative MP David Amess, Sirhan Sirhan who shot Robert F Kennedy, James L. Ray who murdered Martin Luther King, even (despite all the conspiracy theories) Lee Harvey Oswald who killed John F. Kennedy. All of them fit this category of lonely, unbalanced people who kill because of some grievance, sometimes loosely politically motivated, but usually acting alone. Conspiracy theories are alluring, but usually unfounded.  

It's tempting when something like this happens to draw all kinds of wider political and cultural lessons. And there have been no shortage of them over these past days. “Because they could not prove him wrong, they murdered him” went one trope. The problem with that is that ‘they’ did not kill him. One young man - now in custody - did. To imply that every left-leaning person in the USA or elsewhere is somehow responsible for Kirk’s death ironically colludes with the darker motivations of this act. 

It's Jesus who explains why. “You have heard that it was said to the people long ago, 'Do not murder, and anyone who murders will be subject to judgment.' But I tell you that anyone who is angry with his brother will be subject to judgment. Anyone who says, 'You fool!' will be in danger of the fire of hell.”  

Sounds harsh. We all think murder is wrong, but losing your temper with a work colleague? Calling your neighbour an idiot because of who they vote for?  

The saying points to the root of murder as rage. And boy, is there rage around today.  

There are different kinds of anger. There is the red-hot furious kind where your blood boils and your temperature rises. Yet that kind of anger can settle into different mood - a hardened, determined malice, a fixed hatred of the person who provoked your anger in the first place and a determination to get your revenge, or to silence them once and for all. What both kinds have in common is the red mist that descends and remains, leaving an inability to see past the enmity, a refusal to see the humanity in the other person - the fact that they are, at the end of the day, a ‘brother’ as Jesus put it - a blindness to the essential commonality between you and the person you hate.  

Anger is a dangerous thing for us humans. It deceives us into thinking that because we think we are in the right it gives us license to do despicable things.

Killings like this have always occurred, from Julius Caesar, to Abraham Lincoln, to Archduke Franz Ferdinand, to Yitzhak Rabin. And they always will. No political solution will ever erase the possibility of a mentally disturbed or angry person taking it into their own hands to murder another human being, particularly one with political prominence.  

Yet we can do something. When we build algorithms that encourage the strongest and most extreme views, a media culture that highlights argument and division, refuse to see the common humanity in people we disagree with, when we demonise the opposition and blame them for all the ills of society that we see, we sow the seeds that enable this kind of tragic event to happen.  

Another deceptively simple piece of New Testament wisdom runs: “Do not let the sun go down while you are still angry, and do not give the devil a foothold.”  

It is good advice. Yes, we will get angry from time to time. But don’t let it take root. Sometimes a certain righteous anger can be a good thing – but it’s rare. Anger is a dangerous thing for us humans. It deceives us into thinking that because we think we are in the right (and we may well be) it gives us license to do despicable things. The heart of Christian wisdom on anger is that it is God’s prerogative to exercise wrath. Our anger, however initially righteous, tends to harden into something more sinister. God alone can sustain righteous anger that will truly bring justice. 

The right response to the murder of Charlie Kirk, the response that reflects the Christian faith that was so important to him, is not to blame it on an entire group of people, to tar them with the brush of the deluded young man who committed this terrible deed, but to see again the essential humanity that we share with our enemies. It is to actively cultivate a culture that encourages restraint rather than rage. It is to learn to be ruthless with our own tendency to hold grudges, our own deep-seated hostility to those whose views we find repulsive. It is to learn to hate racism, but to love the racist, to hate crime, but to love the criminal.  

To respond wisely is to recognise that even my enemy - whether progressive or conservative - is a human being created and loved by God, a fellow sinner like me, and to look for the things we have in common, more than our differences. When Jesus taught us to love our enemies, he may have asked us to do something supremely difficult, but it is the only thing that can overcome the kind of malice that led to the tragic death of Charlie Kirk. 

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