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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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Politics
5 min read

Why we need a gentle radical revolution

Our social arrangement needs to prioritise human relationships, argues MP Danny Kruger.

Danny Kruger is the Conservative MP for Devizes.  He is the author of Covenant: The New Politics of Home, Neighbourhood and Nation.

A group of people stand in a field by a fence and a railway footcrossing.
Danny Kruger with a campaign group in his Devizes constituency.

Democracy divides us. The political system best calculated to hold together a diverse society is also one that exacerbates differences and obscures our common opinions and interests. A two-party system - and all Western politics is largely binary, split between conservative and progressive parties or groups of parties - encourages vicious disagreement across the aisle, and polarises opinion in the country.  

The paradox is that, despite our party disagreements, the most popular opinion with the public is that ‘they're as bad as each other’. The view held in common across the country is that ‘they’re all the same’; that ‘there’s nothing to choose between them’. And deep down, the public is right, but in a good way. Fundamentally the parties share a worldview, which derives from our common inheritance as the heirs of the Christian tradition. 

That tradition taught us that individuals are intrinsically, personally, valuable, without reference to the identities of sex, household, tribe or race which, in pagan cultures, gave people their only worth (or for most people, their lack of it). It also taught us that, despite our individual personal value, our mission in life was other-facing. Our object of worship was outside the self. God’s will was made material and meaningful through the institutions of our common life, in what we came to call civil society. These institutions in turn, especially the institution of the law, worked to protect the individual and make diversity safe.  

This tradition split into two parts in the modern age, as an old, anti-Christian idea, which Christianity had expunged, crept back in. In my book Covenant I call it ‘the Idea’, as opposed to what I call ‘the Order’. The ‘Idea’ is that I am god, with the creative power to order reality and decide for myself what is right and wrong. This ancient heresy has been refreshed in our times precisely by the principle of individual rights and freedoms that Christianity gave us. This is because we have steadily degraded the other side of the Christian bequest: the other-facing, institutional life that gave individuals a more textured sense of who they were, i.e. members of a community with something to live for outside themselves. The consequence is both the narcissism of self-worship and the rise of identity culture - a return to the pagan belief that your value is determined by your sex, race or tribe.  

In the age of tech we can create a decentralised, responsive and personalised system that will give us both belonging and agency. 

Individual value and dignity, made safe and meaningful by a social arrangement which emphasises solidarity, peace and care for the stranger - these are the elements of what I call the ‘Order’. They are not absolute principles: even individual rights to life and liberty must be constrained in certain circumstances, and other-facing generosity likewise needs to be limited in order to be sustained. To take a current example, ‘care for the stranger’ does not, in my view, mean offering a home in the UK to anyone who manages to arrive on our shores and claim asylum. It does mean treating every asylum seeker humanely, whether we admit them or remove them, and it means committing part of our wealth and power to preventing, or mitigating the effects of, war and natural disaster in other parts of the world.  

How does such a covenantal politics approach other policy areas? The principles that Graham Tomlin set out in the report he compiled after the Grenfell Tower fire, after listening to local voices, are a helpful guide. We need to ‘humanise welfare’, dismantling the inefficient bureaucracies which see people as units to be managed, rather than as people to be helped and given responsibility and agency, and build instead relational systems of social support. We need to ‘provide homes’, which means so much more than the sterile term ‘housing’: it means attractive, affordable, safe buildings where people can live both with privacy and in community. As this suggests we need to help people ‘become neighbours’, with the means and the motivation to connect with others who belong to different identity groups. We should ‘notice faith’: as happened after Grenfell, it is local community faith groups which more than any official agency provide support, belonging, cohesion, and practical change at a local level.  

And lastly, overall, we need to ‘renew democracy’. In Graham’s words, ‘we need to find ways to enable people, especially in more deprived areas, to have more of a say in issues that directly affect their lives, rather than politics happening at a distance by competing parties remote from local life.’ The sense of this is both deeply conservative (small-c) and deeply radical. Of course, we need power to be close to the people; this was the traditional way of things before the Durkheim and his followers  decided that the centralised state, not local civil institutions, was the proper place for managing human services. In the Middle Ages, according to Robert Tombs’ history of England, fully a third of men, of all classes, played a responsible role of some kind in the management of their neighbourhood. Yet a return to this model would be radical, because it involves upending Durkheim’s assumptions - shared by his heirs in the school of New Public Management beloved of the Blairites - about the proper arrangement of society. 

We need a gentle revolution: a return to some old ideas about social organisation that prioritise human relationships, the organic and the natural over utility, efficiency and equality of outcome; ideas which actually lead to a more useful, more efficient and genuinely more equal system. These are the ideas of what I call the Order, derived from theories of the social covenant that lie deep in our history but which are also best fitted to the modern world.  

In the age of tech we can create a decentralised, responsive and personalised system that will give us both belonging and agency. We can recreate a more localised economy, but this time more fair, equal and capable of supporting a larger and more diverse population than the pre-modern world knew. And we can make a democracy that more closely reflects the principle that we all, whether progressive or conservative, share a common inheritance and belong to a single political community. 

 

Covenant: The New Politics of Home, Neighbourhood and Nation is published by Forum Press.