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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.

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Politics

7 February 2024

6 min read

Northern Ireland’s imminent danger is distraction

Distraction damages much more than your concentration. Its consequences could cost Northern Ireland its future.

Andy Flannagan

Andy Flannagan is an author, organiser and musician.

Smartly dressed politicians sit or mill around a round table.

Rishi Sunak with the leaders of the Northern Ireland Government.

Prime Minister's Office.

Should you be reading this article right now? Are you meant to be working? Perhaps you’re working from home with the glorious ‘freedom’ that brings? Forgive me for judging, but it’s just that I know myself all too well. Dear reader, I must confess to you that in the course of writing this article I have already ‘cut away’ to cricket scores or my fascinating chess match with covidchessfun34 more than a few times. We are an increasingly distractable people. But you’re here now, so whether you landed here through word of mouth or social media, welcome. Much as you would (I am sure) love me to deconstruct yours and my individual psychology and boundaries, my hopefully more important point here is that distraction also operates at a political level.

It’s been a frustrating few years for the people of Northern Ireland. Which when placed on top of the devastating history of the last 50 years seems a tad cruel. Just when the Good Friday Agreement seemed to have pulled off a miraculous balancing act on the high wire of a divided island with contested history, Brexit came along to throw off NI’s centre of gravity. It was in fact thrown off to such an extent that NI was left just trying to cling on, balance and survive, rendering no forward progress possible. Sadly, the circus metaphor seems appropriate in more ways than one.

Given that context, you can appreciate how the people of Northern Ireland felt this week when Prime Minister Rishi Sunak flew into Belfast and attempted to educate them. He urged the newly formed Northern Ireland executive to focus on ‘things that matter’ rather than constitutional change. With hospital waiting lists that rival Sierra Leone and some roads that rival, well, Sierra Leone, I think that folks in Northern Ireland get that ‘things that matter’ are the things that matter. Of course, what the Prime Minister is talking about is Northern Ireland’s obsession with the elephant in the room - the border, or the desired removal of it. We don’t just talk about the elephant in the room. We study her in minute detail. We build brand new scientific devices just to study her. So, to be fair to the Prime Minister, ‘Don’t get distracted by the border’ is at a surface level an important thing to hear. Especially as Northern Ireland’s new First Minister Michelle O’Neill has not been shy about putting a United Ireland firmly on the agenda in her first days in office.

Condescension from someone that knows more than you is challenging, but condescension from someone who knows less than you do really grates.

But what has grated the good people of Northern Ireland is that this sermon to not be distracted by constitutional change was delivered by one of the chief exponents of Brexit – the biggest constitutional upheaval for Northern Ireland in a generation. The time spent and the regulatory gymnastics involved in trying to do a job of Brexit damage limitation for Northern Ireland has sucked the political energy and life out of these last seven years in Belfast and beyond.

None of us enjoy condescension. It is that annoying thing that happens when people know more about a subject than we do and lord it over us. But what the people of Northern Ireland have had to endure in this last decade is being lectured by the Jacob Rees-Moggs of this world about the wonders of Brexit, when it became patently clear to most Northern Irish folks that not only had the particular challenges of NI not been fully considered but that even senior Brexit-supporting politicians didn’t actually understand the logistics how NI currently operated within the EU. Condescension from someone that knows more than you is challenging, but condescension from someone who knows less than you do really grates. And that’s only the nuts and bolts we’re talking about. Probably more detrimental was the ignorant blind spot around identity and psychology that was exposed. A palpable lack of knowledge was exposed regarding how the Good Friday Agreement combined with EU membership had created a remarkable ‘safe space’ in Northern Ireland where people who wanted to feel Irish could feel Irish and people who wanted to feel British could feel British. Condescension feels even worse when it seems that people don’t understand your circumstances or care about you.

The force(s) of darkness are not idiots. They don’t waste time for most of us tempting us with the big stuff. In short, they try to distract us.

So, I put it to you that the consequences of distraction can be large. Those of us with Irish DNA need to hear the challenge that our obsession with the border has led to us not loving our neighbour as ourselves and stolen decades of healthy existence from our island. But might it be wise to at least consider that the distraction of Brexit has stolen and may continue to steal decades of focus on climate change, strengthening family life, healthcare, immigration, economic justice, international peacebuilding, and maintaining local service provision from local councils. In short, ‘things that matter’.

The temptation is to see distractions as whimsical, temporary things. We think, “ah that quick scroll through Facebook or Instagram may make me less efficient, but it won’t kill me”. But that is exactly how temptation works. If you believe in an invisible battle between good and evil (and I do), then there are some dynamics that are worth considering. If there is a person or an impersonal force tempting me, then it is unlikely to tempt me to do things that are socially and culturally inappropriate in my world. I am not likely to be tempted to murder someone this morning. That would be an inefficient tempting strategy. But it would appear from the state of the world that whoever is in charge of tempting is actually quite good at it.

That’s why I believe we are more usually tempted not to swing dramatically one way or the other but by a small shift of the needle. Just a little bit more than the day before. Not tempted to kill someone but tempted to score that point in a social media discussion. Not tempted to rob a bank, but tempted to ‘creatively’ adjust small increments in our tax reporting. Not tempted to commit adultery, but tempted to linger too long in a conversation or on a website.

The force(s) of darkness are not idiots. They don’t waste time for most of us tempting us with the big stuff. In short, they try to distract us. Just a little wander off the main path. Won’t hurt anyone. Won’t take up much time. Except that habits form and unhealthy practices and opinions start to solidify, and ever-so-subtly the wheels may start to come off. Multiply that by a few million people and a whole country can end up hacking through gorse and bushes rather than driving on the track.

Sure, a marriage can be patched up after innocent distraction becomes a porn addiction, but there will be wounds and scars. We need to acknowledge and repent to allow healing. The people of Northern Ireland know all too well that real reconciliation needs the hard yards of repentance and forgiveness.

My prayer for the new Northern Ireland executive is that they can avoid further distractions and keep the main thing the main thing. At present only seven per cent of young people in Northern Ireland attend an integrated school. That means that the vast majority of people are growing up not getting to know kids from the other side of the religious divide. In that vacuum the fear, ignorance and prejudice can fester. Our own secret apartheid. That would be one place to start.

Speaking of which. Get back to work.