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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.

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Virtues
5 min read

The corrosive effect of profuse profanity

The coarsening of speech prompts Yaroslav Walker to remember that what you say influences who you are.
An irate man holds a mobile phone to his ear while gesticulating with his other hand.
Malcolm Tucker makes his point.

“You breathe a word of this to anyone, you mincing f*****g C**T, and I will tear your f*****g skin off, I will wear it to your mother’s birthday party and I will rub your nuts up and down her leg whilst whistling ‘Bohemian-f*****g-Rhapsody’…right!?” 

This is my favourite Malcom Tucker line of all time. This is what Malcom might call, ‘top swearing’. The Thick of It exploded onto our screens in 2005, supposedly lifting the lid on the workings (or absolute lack of) of the twenty-first century British government. The show immortalised the sweary Scot Malcolm Tucker – supposedly partly based on real-life New Labour spin-doctor Alastair Campbell, and played to perfection by Peter Capaldi. The nation watched with a mix of horror and delight, enraptured by the best political comedy since Yes, Minister. However, unlike Yes, Minister, power in The Thick of It is not wielded through the obscurantist language of the elite Oxbridge-educated civil service, but through the terrifyingly unhinged and violent rantings of Tucker’s Svengali spin-doctor.  I can only assume that most people on the outside of government took it all with a pinch of salt – I certainly did. Surely, SURELY, it couldn’t be as bad as ‘that’!? 

Dipping in and out of the coverage of the UK’s COVID public inquiry showed me just how wrong I was. Civil servants and political appointees writing on WhatsApp were indistinguishable from eighteenth century press-ganged sailors in a tavern. The highlight was the testimony of Dominic Cummings, who was confronted with his use of the saltier elements of the English language: “Due in large part to your own WhatsApps, Mr Cummings, we’re going to have to coarsen our language somewhat…” the investigating KC chided. “I apologise”, was the rather phlegmatic response.  

We were then given a tour-de-force of aggressive sweariness – ministers were called ‘useless f**kpigs’, ‘morons’, ‘c**ts’, and it was suggested that in the case of civil servant Helen MacNamara he would ‘handcuff her and escort her’ from Downing Street. Upon being asked whether this language might have contributed to a lack of effectiveness in the Downing Street COVID response, Mr Cummings denied the charge – he was just reflecting the prevailing mood…but of course such language did. 

He is very clear in teaching people that the words that leave their mouths have the power to bless them or damn them. 

We live in a culture where speech, especially public speech, has progressively been coarsened. The television ‘watershed’ excludes less and less offensive speech, performative profanity is now de rigueur for many celebrities and even some politicians, and there has emerged a real generational divide between those of my generation and the baby-boomers. We appear to have forgotten a basic rule that the ancients knew all too well: affect has effect. What you say influences who you are.  

What we say, just as what we do, impacts the sort of person we become and the virtues (or lack of them) that we build up and possess. If we look to Aristotle, we are introduced the concept of habitus. It isn’t just a habit – not just an activity that we engage in on a regular basis – but is a repeated behaviour that builds up our character, for good or for ill. This idea was taken up in some form by Augustine, Averroes, Aquinas, and even people whose name doesn’t begin with the letter A. Our speech, if repeated over and over again, moulds our character. Kind speech, lovely speech, righteous speech – repeated ad nauseum – will have as their end product a kind, a lovely, a righteous person. Violent speech, aggressive speech, coarse speech, will have as their end product a violent, aggressive, and a coarse version of the same. 

Going beyond Aristotelian categories to biblical ones, the use of language is often a favourite theme. The most famous Hebrew example is perhaps the commandment: “Thou shalt not take the name of the LORD thy God in vain…” Our speech is important to God, because it is a basic indicator of how we conduct ourselves – and so an indicator of who we are – and we ought to be conducting ourselves in the light of God’s will and God’s law: “Let the words of my mouth, and the meditation of my heart, be acceptable in thy sight, O Lord, my strength, and my redeemer.”  

As we move from the Old Covenant to the New, we find St Paul continuing this idea and extending the principle – our words reflect our relationship with God, and so will impact our relationship with other people (who are made in His image). He asks the Colossians that they speak ‘always with grace’, tells the Ephesians to avoid ‘filthiness…foolish talking…jesting’, and commands the Romans to always have a word of blessing ready rather than a curse. The community of holy people, living a life for God and for each other, can easily be destroyed by a cruel slip of the tongue – a fight can break out over even a mild insult. Perhaps this is why Jesus is quite so strict about speech – “But I say unto you, That every idle word that men shall speak, they shall give account thereof in the day of judgment.” He is very clear in teaching people that the words that leave their mouths have the power to bless them or damn them.  

Perhaps one of its recommendations could be that at the highest levels of national decision making, our leaders and officials always strive to behave with calm and considerate courtesy. 

“Do you think your description of your colleagues, the way in which you described them, their functions, their abilities, their talents, added to that dysfunctionality?” the KC asked Cummings. “No, I think the opposite…” came the slightly bewildered reply. But how could it not? How could speech that has been revealed to be so chaotic, so hostile, so unpleasant, and so callous contribute anything positive to the working environment? More importantly, and I don’t know Mr Cummings and am not making a statement on what his inner character and virtue actually is - how can it contribute anything positive to the person who utters it?  

The COVID inquiry has been set-up to teach us lessons on how to be better prepared to tackle the next pandemic. I pray that it succeeds in this aim. Perhaps one of its recommendations could be that at the highest levels of national decision making, our leaders and officials always strive to behave with calm and considerate courtesy, where speech is used to edify, support, and commend. I believe, and Scripture teaches, that if this is taken on as a vital lesson we will, not only be better prepared to steer the country through the crises of the future, but the entire tenor of our political and public life will be better – holier even. The good news is that it costs nothing to put this recommendation into practice...all it takes to get started is a kind word.