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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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Politics
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3 min read

Who’d be an MP today?

A vulnerable vocation that we should all consider

Jamie is Vicar of St Michael's Chester Square, London.

MPs sit and stand in a crowded parliament.
The House of Commons sits, and stands.
Houses of Parliament.

Last year, 132 Members of Parliament headed for the exit. Of course, the reasons for this vary, but the unsustainable nature of the role must be factored in. As the Westminster Parliament returns for another session, who on earth would want to be an MP in today's day and age?  

Most starkly, we saw the murders of Jo Cox and Sir David Amess, with the latter writing in 2020 that the fear of attacks "rather spoilt the great British tradition of the people openly meeting their elected politicians". Herein lies much of the issue of being an MP today: accessibility. They might be highly insulated within the Palace of Westminster, but within their phones and outside of those gates they are always available, and always on, with slings and arrows that are verbal and violent. 

The combination of abuse and accessibility is a potent force. It's not limited to the MPs themselves. Dr Ashley Weinberg, an occupational psychologist from the University of Salford, said that 49.5 per cent of MPs' staff suffering from distress was double the level experienced by the general population. Those in vocation-based work need some boundaries as capes don't come with the parliamentary pass.  

And if the exit sign is so alluring, how do we remove barriers to entry? In Why We Get the Wrong Politicians, Isabel Hardman writes that seeking a seat is 'the most expensive and time-consuming job interview on earth'. Only to be met by remuneration that doesn't quite make up for the package deal. Of course, there's the uber-keen. Morgan Jones, writing in The New Statesman, notes 'People who want to be MPs really want to be MPs. They are willing to try and try again: in the footnotes of the careers of many now-prominent politicians, one finds unsuccessful first tilts at parliament.'  

Being adopted, working class, a mum, a carer, and a cancer survivor didn't stop Conservative MP Katherine Fletcher from standing as an MP. In fact, it all contributed to it: 'You stand on a podium and say, "Vote for me please!" To do it properly you have to bring your whole self.' The sense of calling to a vocation comes from a frustration, where she found herself yelling at the TV, intersecting with our core experiences and values. 

Even with five-year terms, there's an inherent reactivity in the daily nature of being an MP. Where is the space to think? To really reflect. In a plaintive but not totally despairing summer article, Andrew Marr, the veteran observer of politics, wrote more broadly about British society: 'What is new and disorientating is that we have so few storytellers to shake us or point a way ahead… This means that we push our anxieties, our frustrated hopes and our confusion even more on to the shoulders of political leaders who are entirely unsuited to bearing the weight.' As we lack imaginative drive, 'The fault is not in our stars but in ourselves.'  

We need everyone from poets to plumbers to make this society work. And there's the question of vocation: where does my gifting and passion meet the needs of our society that solves problems or inspires others to? 

We rightly have high expectations of our leaders, and project our hopes and fears onto their blank canvases. But their canvasses aren't blank. They are crammed with the urgent and important. We can't expect our politicians to do and be everything - and we all need to play our part. Our blame-and-shame culture finds hysterical, theatrical representation at Prime Minister's Questions. Sir Tony Blair said that 'A private secretary would come in and say: "Well, Prime Minister, a grateful nation awaits." I would follow him out feeling as if I was going to my execution.' The agonistic, antagonistic design of the House of Commons, where one side is pitted against the other, has ripples in our society with an increasingly antagonistic public discourse.  

In pointing the finger we have three pointing back at ourselves. As Jesus famously said, 'Why do you look at the speck of sawdust in your brother’s eye and pay no attention to the plank in your own eye?' 

Our vote at the ballot box may be our exercise of judgement. But before scathing our members of parliament, it's worth us first asking 'what have I done as a member of the public?' 

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