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Re-enchanting
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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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Weirdness
5 min read

My conversation with... Tom Holland

Noticing that Tom Holland is the star of The Rest Is Politics Christmas special, Belle Tindall is remembering her conversation with the historian earlier this year.

Belle is the staff writer at Seen & Unseen and co-host of its Re-enchanting podcast.

A man sits at a table speaking into a microphone but looks into the distance. Behind him, through the window and beyond a wall is Big Ben
Tom Holland recording the podcast at Lambeth Palace Library.

In a festive one-off, two worlds have collided. Tom Holland, of the beloved 'The Rest is History' podcast, has joined Rory Stewart and Alistair Campbell in their 'The Rest is Politics' parallel universe. They spend a merry hour talking through religion, politics and the way in which they have both shaped our modern world... plus dinosaurs, always dinosaurs. 

And it got me reminiscing - my mind drifted back to earlier in this slightly odd year, on the eve of the coronation, when we had the one and only Tom Holland on our podcast. We called that episode of the podcast - Re-Enchanting History and the Coronation - but for me, it could just as aptly be entitled Re-Enchanting the Weird.  

Below is a reflection that I wrote immediately after that fascinating episode was recorded. If you've enjoyed his appearance on The Rest is Politics, you may just enjoy his appearance here too. 

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Re-Enchanting the Weird

Let me start in the proper place, with introductions.  

If you are a fan of history, Tom needs no introduction. But, for those of you who are not yet acquainted with his wonderfully infectious expertise, Tom is the co-host of the beloved podcast, The Rest is History (alongside Dominic Sandbrook). He is also the best-selling author of Rubicon, Persian Fire, Dominion, and the up-coming book for children, The Wolf-Girl, The Greeks, and The Gods. Justin Brierley and I recently had the pleasure of soaking up a little of Tom’s extensive knowledge when we interviewed him for a Coronation special of Seen and Unseen’s Re-Enchanting podcast.  

Tom’s most recent book, Dominion, charts the mighty impact that the Christian revolution has had; beginning with its unexpected origins and following its cultural reverberations through to the present age, highlighting its very present influence. We are, to borrow Tom’s own phrase, a society of goldfish who are (perhaps unknowingly) swimming in a distinctly Christian fishbowl. And so, our conversation began there – as he pointed out that, like it or not, the West operates in the residue of the Christian revolution. Christianity has been hidden in plain sight all along. For the sake of eloquence, I’ll let Tom explain:  

‘The conceit of the West is that it’s transcended Christianity to become purely universal, purely global. But its values, its assumptions, its ethics remain palpably bred of the marrow of Christianity’.  

Throughout our conversation, Tom took us on a whistle-stop tour of what was, what is, and the thread that can be drawn between the two. And while I don’t wish to spoil things for you, I imagine you can guess what the thread is. This conversation touches upon the origins of democracy (as we perceive it), the Reformation and the Nazis, to name but a few. I couldn’t recommend it enough. But I must warn you, you cannot un-hear Tom’s observations. The things he points out, you simply cannot un-see. Christianity will no longer be hidden; it will just be in plain sight.  

Seen as it is within in touching distance, we also wanted to get Tom’s thoughts on the Coronation. And this is where the re-enchantment of the weird began. At least, for me.  

The very notion of this upcoming Coronation is odd. It is a distinctly peculiar event.  

Firstly, it is incredibly old. We are the only country in the world that still does this particular thing in this particular way. What we will see unfold before us is derived from the 10th Century, when King Edgar was coronated by St. Dunstan, and yet it goes back further still - its roots actually lie in Bronze Age Israel.  

During the Coronation, the ancient and the modern will converge. As spectators, we will be peeking into times gone by; as Tom (rather excitedly) said, watching this ceremony, and everything that will surround it, will be like ‘seeing a dinosaur… still alive… in a zoo’. I wrote that last week’s conversation with astrophysicist, Dr. Jennifer Wiseman, made me feel small – small in time and small in place. Well, in many ways, so did Tom’s thoughts on the Coronation. The ritual is so very old, and we, so very young.  

But there is more. Tom reminded us that the Coronation is not only old, it’s weird. It places the mystical, the supernatural, the sacred, and the down-right strange on centre stage.  

Nick Cave, who will be sitting in Westminster Abbey on the day despite not being much of a royalist, explained that he accepted the invitation purely because of its bewildering oddness. In his Red Hand Files, he wrote  

‘what I am also not is so spectacularly incurious about the world and the way it works, so ideologically captured, so damn grouchy, as to refuse an invitation to what will more than likely be the most important historical event in the UK of our age. Not just the most important, but the strangest, the weirdest.’  

Both Nick Cave and Tom Holland have allowed themselves the fun of being curious. Curious about the fact that something profoundly supernatural is about to be taken incredibly seriously in the heart of a so-called secular society. And whatever pragmatic questions I may have about the place of monarchy in the here and now, I think I will allow myself the fun of being curious about that too.  

My conversation with Tom re-enchanted the parts of Christianity that, as someone who grew up as a Christian, I used to be quite embarrassed by. Namely, the weirdest parts.  

As a teenager, my instinct was to minimise (at least in public) the aspects of the Christian faith that cannot be explained by rationalism. I used to keep quiet about the parts of my faith that outed me as someone who believed in things that are supernatural. I would try my absolute best to blur the details of the most obscure facets of Christian thinking. But, as Tom said, ‘a Christianity that has bled itself of enchantment is a pallid thing.’ And if there is one thing that the whole Jesus movement was not, it’s pallid.  

If you, like Tom Holland, crave enchantment, this episode will be for you. Afterall, what better place to go looking for the wonderfully weird than in the ‘greatest story ever told’?