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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.

Explainer
Creed
Humility
Leading
Pride
Weirdness
5 min read

Humility is just plain weird

Can leaders be humble?

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

The Pope, wearing white, kneels, crades a bare foot, and kisses it.
Pope Francis kisses the foot of a woman inmate of the Rebibbia prison.
Vatican Media.

Last week I met the Pope. You don’t often get to write a sentence like that but despite the shameless name-dropping, I mention it because it got me thinking about something that shed light on our political and social life.  

It wasn’t just me and him. I was with a group of Anglican bishops and Archbishops and we had an hour with Pope Francis in one of the grand reception rooms in the Vatican. When you enter the Vatican, you can’t but be impressed by the sheer grandeur and size of the place. Long corridors with statues and huge windows, large reception rooms with elaborate frescoes of biblical scenes, Swiss guards with their brightly coloured uniforms saluting as you walk past.  

The grandeur is perhaps not surprising, and perhaps even modest for an institution that that has 1.4 billion followers – that’s about the population of China – and one of the greatest patrons of the arts in western history.  

We filed into a long elaborately painted room with marble floor, and decorated ceiling, took our seats and waited. Finally, a frail, white-robed figure hobbled in, aided by attendants in suits and white bowties. Pope Francis was a bit unsteady on his legs, but sharp, mentally alert, and with a smile that broke out over his face from time to time. 

If the Vatican felt like the palace of an ancient city state, the headquarters of a global network, like the Kremlin or the headquarters of Google, something else felt very different. The difference was brought to mind by a picture I saw a few weeks ago. 

... but Keir Starmer or Donald Trump kissing blistered, calloused, guilty feet? Hardly. This was a display of humility that stood out as plainly weird. 

Just before Easter, the Pope went to prison. In case you are wondering how you missed this extraordinary story, it wasn't of course that he had been convicted of some terrible crime, but on this occasion, he went to visit the Rebibbia prison in Rome. While there, the 87-year-old, increasingly frail pontiff, stepped out of his wheelchair, and bent down to wash the bare feet of twelve women prisoners, many of whom were in tears as he did so. There is an extraordinary picture of him with his eyes closed, kissing the right foot of one of the women, clothed in her grey prison tracksuit trousers, as if it was him who had the privilege in the encounter and not her.  

When I saw this picture, it struck me how truly extraordinary this action was.  Here is the leader of the world’s 1.4 billion Catholics, performing an act of such staggering…. well, meekness, is the only word I can find for it - kissing the sweaty feet of criminal women, feet that had presumably led them into decidedly questionable places in the past, while doing so not reluctantly but gladly, thinking this was the most wonderful thing he could ever do.  

I tried to imagine other world leaders - the American President, the UK's Prime Minister, the leader of the European Union, the President of China, or the CEO of Google doing something similar. And couldn't. I could imagine politicians visiting a homeless centre to dole out food for the social media coverage, but Keir Starmer or Donald Trump kissing blistered, calloused, guilty feet? Hardly. This was a display of humility that stood out as plainly weird.  

If I had been the Creator of all that exists, I would have made sure that the credit went where it deserved. Yet the world around us has precious few explicit reminders of God.

Yet was not entirely surprising, because humility is a distinctly Christian virtue. The Greeks were decidedly lukewarm about it. Aristotle wrote: “With regard to honour and dishonour the mean is proper pride, the excess is known as a sort of ‘empty vanity’, and the deficiency is undue humility…” Humility was appropriate for slaves but not for noble-born people, certainly not for political leaders, leaders of multinational giants – or popes for that matter.  

Yet Christians have always valued humility. One of the New Testament writers says: “Clothe yourselves with humility toward one another, because, God opposes the proud but shows favour to the humble.” So why does God show favour to the humble? 

The answer is, I think, surprising. It is not that God is majestic and demands humility from us measly creatures. It is that, in the Christian understanding, God is humble. Even though he appears to have not that much to be humble about. If the phrase that captures the understanding of Allah in Islam is ‘God is Great’, the main claim of Christianity is that ’God is Love’. And love cannot be proud or arrogant. It has to be humble. 

The God Christians believe in doesn’t draw attention to himself, and doesn’t shout about his own qualities. Instead, he leaves it to others to do that for him. That fits with the way the world is made. If I had been the Creator of all that exists, I would have made sure that the credit went where it deserved. Yet the world around us has precious few explicit reminders of God. There is no signature written in the sky, billboards or flashing neon lights saying ‘Made by God, just for YOU!’. In fact it is quite possible to go through life and completely miss God altogether.  

If there is a God, he seems oddly reticent, unwilling to advertise his existence, or as the prophet Isaiah put it, perhaps in a moment of frustration many centuries ago, “Truly, you are a God who hides himself.” This theme, of the ‘hidden God’ has fascinated theologians and philosophers from St Paul to Martin Luther, from Blaise Pascal to Søren Kierkegaard.  

Even when God does reveal himself, in the arrival on the human scene of Jesus Christ, even then he is oddly hidden. Jesus was perplexingly reluctant to identify himself as God. He didn’t by and large go around saying “Look at me, I am divine!” It was possible to meet Jesus of Nazareth face to face and go away thinking he was just another Jewish rabbi or teacher. In fact, he was more likely to be found acting out the role of a servant, washing the feet of his friends, providing them with food, living a wandering homeless existence, dying on a criminal’s cross, than doing important things like wearing robes, exerting political power or living in palaces.  Nowhere does God appear to us unmistakably. He is not an in-your-face kind of God. He seems, odd though it is to say it, quite shy. Or perhaps the best word is simply: humble.   

So what the Pope did in that Italian prison may have been unlike any other ruler. Yet on another level it was just like the ultimate ruler of all things.