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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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Christmas survival
5 min read

How to ruin Christmas

Actor turned vicar Natalie Garrett, recounts the perils of being a Christmas Pro.

Natalie produces and narrates The Seen & Unseen Aloud podcast. She's an Anglican minister and a trained actor.

A nativity seen with wooden figures and hay, amidst which a cat sits in the manger.
Nativity cat, Warsaw, 2012.
Kacper Pempel.

So, during the years of my acting career, I always avoided Panto (oh yes I did). Not because I don’t like Panto, I love a good Panto. But because I didn’t want to work over Christmas. How God will have chortled at that great irony, knowing as he did that as of 2005 (the year I got ordained), I would be working every Christmas for the rest of time. 

Christmas is different now. Not only am I ordained, I’m married to a vicar. I’m completely immersed in professional Christmas. And Christmas is a bit different when you’ve turned pro. I won’t go so far as to say that being ordained has ruined Christmas, but it’s certainly changed it. But so has (supposedly) being a grown up.  

My “Proper Christmas” will always be the Christmas that I grew up with (is that just me?). I had traditional preparing-for-Christmas jobs that I did every year on Christmas Eve eve: polishing the special cutlery we only used once a year, making the brandy butter (which is a bit odd now I think about it, being that heavily involved with brandy from the age of six) and decorating The Tree. And having the annual argument with my sister about whose turn it was to take the present to our neighbours across the road. And eating a lot of satsumas. And chocolate. And seeing my cousins and playing Trivial Pursuit. All of which looks very rosy seen through the eyes of a child. Christmas is different when you’re ordained and you have to work, but it’s also very different when you’re the grown up. 

I used to think my mother made a ridiculous amount of fuss about Christmas. I am now that same mother. I think it’s Michael McIntyre who does a whole routine about women starting to write their Christmas To Do lists in October and endlessly shrieking, “there’s so much to do!” That’s me folks. Christmas as a grown up – or at least for this grown up – feels like there’s so much to do! 

I always imagine (unhelpfully fantasize) that Other People’s families are living the Christmas dream – the relaxed, cosy evenings drinking hot chocolate or eggnog in front of a roaring fire; laughing and playing wholesome games happily and peacefully with their angelic children, wearing matching Christmas jumpers. In the cold light of day, I realise that, actually, most people find Christmas stressful for a million different reasons. It’s not all twinkly and bright. 

For many people, Christmas means seeing all the family that they avoid during the rest of the year. It means spending money they can ill-afford on presents that may not be wanted. Christmas means missing the people who aren’t with us anymore. It means endless advertising campaigns suggesting that you aren’t living the perfect life – but that if you buy a new sofa, you’ll salvage the ruins of your life just in time for a perfect, twinkly Christmas. 

And so the life of the mythical twinkly, “magical” Christmas lives on. With little or no reference to its origin story. 

I was the chaplain at a Church of England secondary comprehensive school for seven years. In my first term, putting together the carol service, I asked a class chapel rep if she would do one of the Bible readings. “Oh, is Christmas in the Bible?” Huh. Another conversation I had went along the lines of, “Miss, I don’t believe in Jesus and all that religious stuff. But I believe in the spirit of Christmas.” Huh. 

There’s a song in the staged musical version of the film Nativity, which is to all intents and purposes a Christmas prayer. But instead of the prayer being directed at God, it is directed at Father Christmas; 

Dear Father Christmas, make our wish come true 

Dear Father Christmas send your spirit through 

There are Children in the world who need you way more than we do 

But Father Christmas, we still believe in you 

Dear Father Christmas make our wish come true 

Which brings me to a difficult moment in my Christmassy life. I have a parenting policy that demands that I tell my children the truth. Whatever the question, if I know the answer, I will give it to them honestly. So, when my children were around the ages of four and six, in the middle of Sainsbury’s, with both children piled into the trolley, in mid-November, surrounded by early Christmas-abilia, one of my children asked me, “Mummy, does Father Christmas really exist?”. (SPOILER ALERT!!). I had to give an honest answer. If the question had been less straight, if there had been any wriggle room at all, I would have fudged it. But a straight question deserved a straight answer. Which, wide-eyed, they went and shared with their friends. A crowd of angry parents from their Primary school came to church to complain that the Vicar’s children had ruined Christmas. 

But my point was that if I were to tell my children that I believe Father Christmas exists and that he grants Christmas wishes, were they ever to find out that I had lied (ahem), how would they trust me when I say that I believe Jesus does exist and that he does answer prayers? The challenge has lived with me ever since: how to keep Christmas rooted in Christ without ruining the Christmas magic. 

Well, my saving grace is that I’m still a sucker for a bit of Christmas schmaltz. The theologically sensitive part of me absolutely abhors Away in a Manger (“no crying he makes”? Really? He was a new-born baby, of course he cried!!) and Little Donkey (in the Bible accounts there is absolutely no mention of donkeys at all. Not a single one – not on the road, not in the stable. No cows, no donkeys.) But light some candles, get the children singing and I have tears pouring down my face with the best of them, loving every moment.  

But that still doesn’t mean that the essence of Christmas is the twinkly magic. Because, of course, the first Christmas was neither twinkly nor magic. Nor did it involve a perfectly curated tablescape (which I also love at Christmas). It didn’t involve any the stereotypical Christmassy things that we all get stressed about and love in equal measure. The first Christmas was messy and difficult. But it was also the most real, most genuinely joyous event in human history. Apart from Easter. Don’t get me started on chocolate bunnies….