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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.

Article
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Morality
Politics
6 min read

The moral sugar high of the protest vote

We shouldn’t give politicians bloody noses over insurmountable single issues.
A winning candidate at an election address the audience from a lectern while the loosing candidates look on
The victorious candidate at the Rochdale by-election.

A cat was elected as a Member of Parliament. A cat. George Galloway - former Labour party MP and Rula Lenska’s former cat - has been elected as Member of Parliament for Rochdale. The unique circumstances of the by-election make this a less surprising result than one might think. The Labour Party disowned their candidate, the Tory Party hardly contested the seat, and the sheer number of inappropriate independents meant that a split-vote victory for Galloway was entirely foreseeable. One must also note Galloway’s many skills: as a campaigner, an orator, and a dirty-tactic by-election gadfly. 

So…Rula Lenska’s cat did the unimaginable and won a seat in Parliament. How did the cat do this? He convinced people that they could vote for him to protest the current Parliamentary position on the Israel-Gaza War. In his victory speech, Galloway gave an ominous warning: “Keir Starmer…this is for Gaza.” He went on to intimate that his victory was due to the high proportion of Muslim voters in Rochdale; their disgust at the Labour Party’s response to the Israeli invasion of Gaza morphing into a wish to give Keir Starmer (‘one cheek of the same backside’ - Rishi Sunak being the other cheek) a bloody-nose. He warned that Starmer “…will pay a high price for…enabling, encouraging, and covering for the catastrophe presently going on in occupied Palestine, in the Gaza strip.” 

My fellow voters are intelligent enough to recognise that the single addition of George Galloway to the green benches will do almost nothing to affect change. They have voted so, the general consensus goes, simply to register their fury at the plight of ‘fellow Muslims’. I simply want to respond with a question. Is this moral? 

People vote for all sorts of reasons. If we believe political scientists and pollsters, voters might care about many things, but will end up voting on the basis of one thing. Normally the economy. One’s own economic interest is a perfectly rational reason to vote for one party’s promises than another. There is a potential immediate impact on our lives and those of our family and friends. But Gaza? 

Sociologists have spilt a tremendous amount of ink describing how human communities tend towards ‘tribal’ affection. We tend to feel more connected to those who are like us - in terms of geographic location, in terms of obvious racial characteristics, in terms of language and culture, of course religion. The notion that the Gazan War is a war on Muslims would be a natural driver for the Muslim community of Rochdale to vote ‘for’ their fellow Muslims.  

On the other hand, in the world of modern ethics there has been a move to recognise that such tribal allegiance is ultimately meaningless - a call to see all human beings as equally worthy of our care and attention, especially irrespective of geography. Peter Singer famously presented the thought experiment of a drowning child - if we are willing to get our shoes wet and muddy to save a drowning child we walk by a shallow pond, why aren’t we willing to give up some of our wealth to alleviate the war-stricken poverty of a Gazan child many miles away?  

The people of Rochdale must vote as their conscience requires. I simply worry that their conscience has taken on an impossible burden of care that they will struggle to sustain.

The words of Jesus seem to support such an ethic, which is always global in its vision. We are not only to love our neighbour as ourselves, we are to go out into all the world, evangelising the nations. From its beginning the Christian faith has preached that loving our neighbour means loving everyone. Everyone is a beloved child of God. Everyone is our neighbour. Surely a vote for Galloway, a vote of rage against the occupation of Gaza, is fundamentally moral - either on grounds of tribe, or rejection of tribe. Surely its Christian!  

I’m not so sure. 

I’m not so sure we fallen humans actually have the capacity to ‘care’ about the horrors that go on many, many miles away. Jesus tells us to love our neighbour as ourselves, but we barely have the emotional energy to love ourselves. We live in a society of such activity and distraction - with a seemingly concomitant rise in the incidence of hopelessness and depression - that I don’t think we can really give our moral and emotional energy to an event as distant and overwhelming as the plight of Gazan civilians. We can barely give it to our families. We can barely give it to ourselves. C S Lewis once wrote that the best way of eradicating suffering was people working away quietly at limited objectives: “I think the art of life consists in tackling each immediate evil as well as we can.”  

Jesus was the ultimate localist - God became incarnate as a unique individual, of a particular tribe, of a particular nation, in a particular time and place. Jesus taught an ethic of universal love and dignity and respect, but lived out in specific acts of service. He didn’t wash the feet of all Jerusalem - just his disciples. He didn’t heal all disease everywhere and forever - but he did restore sight to the few blind people he met. St Paul wrote individual letters to individual communities. Yes, he asked them to pray for him and each other, but otherwise told them to focus on their immediate needs and charity and holiness. The popularity of Jordan Peterson is largely based on the achievability of his slightly nebulous self-help worldview: make YOUR bed, keep YOUR back straight, look after YOUR family. Improve yourself first if you want to even begin improving the world. You’ll probably never manage to improve more than your village…maybe only your own household. That might be enough. 

I don’t judge those who voted for Galloway as a Gaza-conflict protest.  A new campaign, ‘The Muslim Vote’, has emerged to persuade Muslim voters to lend their support to candidates who commit to ‘Peace in Palestine’ – ceasefire, sanction Israel, and a state for the Palestinians. It is becoming clear that what appears to have happened in Rochdale may well happen in constituencies up and down the country. The idea of the ‘Muslim vote’, which Galloway was able to turn into electoral victory, is being given form and force. It is emotive and persuasive, and may well convince people who have no link to Gaza other than their Muslim faith. It is entirely possible that some of the voters have family and friends trapped in the siege. I empathise with their vote and weep for their sorrow. 

I don’t judge those who voted for Galloway as a Gaza-conflict protest. I do, however, worry that many have taken upon themselves a fundamentally unwieldy ethic. Galloway is not a one-man parliamentary wrecking ball - whatever he says. The position of the Government will not be changed by his election. The resolve of the Israeli military is unlikely to be dinted by the UK Government, no matter what resolutions the House of Commons passes. The people of Rochdale must vote as their conscience requires. I simply worry that their conscience has taken on an impossible burden of care that they will struggle to sustain. Perhaps they would be more fulfilled and more effective if they cast their vote on the basis of what could be achieved for them in their community, in the immediate future.  

We must pray for the people of Gaza, and we must not cease praying; but I would suggest that we must vote in the interests of the people of our own place, our own constituency. Giving the Labour Party a bloody nose over Gaza might be an immediate moral-sugar-high. Electing an MP who will actually work for the needs of the community in their particularity will certainly be less instantaneously thrilling - but maybe it is more moral.