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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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Education

25 January 2024

4 min read

There’s a blindingly obvious way to teach religious tolerance

George Pitcher disagrees with the media’s approval of a school ban on religious observance.

George Pitcher

George is a visiting fellow at the London School of Economics and an Anglican priest.

school pupils sit at desk, some with a hand raised.

Michaela School pupils in class.

The decision by “Britain’s strictest school”, the Michaela Community School in north-west London, to ban religious observance after a Muslim majority among the children started prayer rituals, which led to some bullying and violence (and indeed a lawsuit), has met with almost universal media approval across the political spectrum.

Nick Timothy, a columnist on the Daily Telegraph and a former spin-doctor for Theresa May as prime minister, predictably used it as a dread warning against an Islamic threat under the headline: “Multiculturism is becoming a Trojan horse for Islamist domination.”

In what some might term as the sensible middle-ground of the Sunday Times, Camilla Long weighed in with an attack on Muslim cultural observance and then posed the extraordinarily illiberal question: “Wouldn’t it be better if we banished faith in schools altogether?” On the left, Polly Toynbee in the Guardian agreed, concluding that it’s “time to abolish religious schools.”

This seems to be the kind of old-school management that said that if you can’t play together nicely, there will be no playtime for anyone.

There’s something cultic about the free school Michaela and its headteacher, Katharine Birbalsingh. The right-wing love it for its Gradgrind strict disciplines and consequently high academic results. The left are said to hate it for much the same reasons. And almost universally Ms Birbalsingh is treated as an educational demi-god.

Allow me to demur. The first thing I want to say is something I think is blindingly obvious: You don’t teach children religious tolerance by being religiously intolerant. I don’t usually like to have to coin a truism, but there we are.

The desire to ban is an unfortunate tendency in Birbalsingh. I understand why she might want to ban knives or drugs or porn in her school, as would all schools, but religious observance? This seems to be the kind of old-school management that said that if you can’t play together nicely, there will be no playtime for anyone.

Transposed into the religious context, that becomes: “If you can’t pray together nicely, there will be no prayers.” This grows into an extreme form of secularism, which pretends that there is no religion in the world, when we know that in fact it’s full of religious people. That doesn’t seem to be a good education for our young, if good education is meant to prepare them for the world, which I posit that it does.

I’m with our late Queen Elizabeth on this and, in particular, the profound generosity of her Christian faith.

The next thing I want to say is that it’s incumbent on a decent school to teach that the three Abramic faiths – in order of their emergence, Judaism, Christianity and Islam – are in their authentic forms religions of peace.

Anyone who claims that Islam’s holy book, the Koran, is intrinsically violent clearly hasn’t read the the Bible or the Torah. But, in all three instances, human violence and oppression are met with the redemption of an all-loving God.

It follows that the Michaela can and should ban bullying and intimidation, but not the authentic cultural practices of these religions. It might, naturally, simply be easier to ban the lot and be done with it, but nobody has said that running a school is meant to be easy.

In my own experience as a parish priest, visiting a Church of England primary school (the sort that Toynbee, as a good liberal, would ban) for assemblies, is that tolerance and diversity are best taught naturally by practice.

At prayer time, I was gently reminded by the headteacher that I shouldn’t invite the children to pray with words such as “hands together” as that’s not how all families pray (if they pray at all). Better to say: “Let’s get ready to pray, however we do that.” Tolerance in action.

Finally, off the back of talking about a Christian school in a nominally Christian state, I’d like to conclude with how a Christian school (clearly not Birbalsingh’s) should behave. Clearly, evangelising in a multicultural institution is inappropriate. What we should aspire to is pluralism.

I’m with our late Queen Elizabeth on this and, in particular, the profound generosity of her Christian faith. She delivered a speech at Lambeth Palace to mark her Diamond Jubilee in 2012. She started by saying: “The concept of our established Church is occasionally misunderstood and, I believe, commonly under-appreciated. Its role is not to defend Anglicanism to the exclusion of other religions. Instead, the Church has a duty to protect the free practice of all faiths in this country.”

She went on to say: “Gently and assuredly, the Church of England has created an environment for other faith communities and indeed people of no faith to live freely.” It seems to me that this should be an aspiration that is taught in our schools. Not just the Christian ones, but all of them.

It invites children of other faiths and of no faith to respond accordingly. It seems to be at the heart of an education that teaches how the world actually is, rather than how we fantasise it to be.

And it provides a considerably more valuable lesson for children than the instinct of Ms Birbalsingh and her media cheerleaders to ban things.