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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
Weirdness
4 min read

Those unexpected angel stories

Shedding a strange light on a disenchanted world.

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

An almost abstract image with overlays of colour over a group of people standing.
Jr Korpa on Unsplash.

Unlike Robbie Williams, who sings about them, sometimes I preach about angels. When I do something always happens – people start telling me their own angel stories.  

There was the one a soldier friend told me. During an army climbing expedition to Mount Kenya, one of his team had fallen to his death from a sheer rock face. Caught up in the drama of the moment, my friend found himself stuck on a ledge, unable to move up or down, paralyzed by fear and frustration. Suddenly, in an inaccessible part of the world, where they had seen no-one for days, on a mountain where they were the only registered group present, a climber appeared out of nowhere, moved onto the ledge where he was standing, tied a rope into his harness, lowered him down the rockface to safety before disappearing up the face never to be seen again. 

Or the story of a pastor who got into trouble in an airport. A stranger walked by and asked if he could help, and remarkably fixed a seemingly intractable problem. The grateful passenger took a selfie of himself and the stranger, but when he looked at the phone later on, there was a picture of himself, grinning into the camera, with his arms around… nothing.  

Why do so many stubbornly believe in angelic beings, when a materialist view of the world laughs scornfully at the idea as a bit of pre-modern superstition? 

These are not just modern stories. In the second century, a young man called Justin from Asia Minor was working his way through the various schools of Greek philosophy. One day, he was walking along the beach at Ephesus, wondering, as young people have always done, about the meaning of life in general and his own life in particular, when a mysterious old man came alongside and joined him in conversation. As they walked together, the old man spoke about the philosophers and how none of them were quite able to answer the deepest mysteries of life. He advised Justin to read the Old Testament prophets, before disappearing into the distance. Justin did so, became a Christian and went on to become one of the greatest early theologians of the Church and one of its early martyrs for the faith – hence the name he is remembered by today - Justin Martyr. 

Was it an angel? Or a real, yet mysterious old man? Are angels real? And if so, what is the point of them? Surveys tell us that 30 per cent of British people believe in angels. In the USA that figure rises to 70 per cent. Why do so many stubbornly believe in angelic beings, when a materialist view of the world laughs scornfully at the idea as a bit of pre-modern superstition? After all, the cynic might say all these stories can be explained - these were just ordinary people who turned up unexpectedly. 

The encounter opened the eyes of the person in the story to another realm, a world unseen yet just as real as the seen. 

The word angelos in Greek simply means messenger – and it can mean either a human or an angelic one. In the Bible, angels don’t usually appear with glowing white clothing and wings sprouting from their shoulder blades. When they come to people with a message, they often appear in the guise of ordinary people. In fact, it’s often hard to tell whether you have been visited by an angel or just another human.  

The point, therefore, is not so much about the angels, but about the message that they bring. They tend to turn up when there is something particularly important to announce, something like the birth of Jesus, when an angel appears to the young Mary to tell her the news that she will give birth to the Son of God, her, and then quite a few of them turn up to sing to the shepherds, an indication that something big was happening.  

In each of the stories above, the encounter opened the eyes of the person in the story to another realm, a world unseen yet just as real as the seen. An inexplicable encounter with what just might have been an angel has the capacity to open our eyes to the fact that the world is bigger than we often assume – that as Hamlet says to his dull, practically minded friend: “There are more things in heaven and earth, Horatio, than are dreamt of in your philosophy.” 

The Nicene Creed, the classic summary of Christian faith, speaks of God as the ‘Creator of all things seen and unseen’. We are all used to what we can see, yet some of us only have space in our world for things that can be seen, touched or measured. Yet there are surely those unseen realities – things we cannot see or measure, like love, compassion, holiness, miracles, God and - yes – angels.  

A random sermon on angels elicits hushed stories that people feel almost embarrassed to speak. Such mysterious experiences are far more common than we realise, as Dan Kim points out elsewhere on this site. Yet these experiences are not an end in themselves but are perhaps a way of God getting our attention when we refuse to listen to more ordinary approaches. These experiences open our eyes to a dimension of reality that is as real, if not as visible as the one we deal with every day – and become a gateway to a journey of discovery of an unseen world alongside the seen, that sheds a strange but welcoming new light onto a disenchanted world.