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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.

Review
Books
Culture
Podcasts
Re-enchanting
4 min read

Find your next holiday read with the top picks of the Re-Enchanting guests

Recommendations across the genres.

Tom Rippon is Assistant Editor at Roots for Churches, an ecumenical charity.

A person lying on a beach holds a book up to read.
'It was the best of times.'
Dan Dumitriu on Unsplash.

Summertime is well and truly here and with the UK currently sweltering under one of the driest years on record, you would be well advised to seek out indoor activities to occupy the hottest hours of the day. But what to do with this time? So many options jostle for our attention and, as Rachel Luckett recently reflected for Seen & Unseen, reading is losing out with the number of readers steadily dropping year on year. Luckett reminds us that what we read is as important as how much we read; recommendations which intrigue and stimulate us are essential and the best place to get such recommendations is stimulating conversation.  

Where do I find these conversations, I hear you ask. Well, look no further than the Re-enchanting podcast from Seen & Unseen with its perennial opening question: what are you reading? To kick start your holiday reading, here’s a round-up of our guests’ choices from season six of Re-Enchanting. 

In retrospect, our guests seem to have a pronounced inclination towards biography and memoir. Earlier this year, Re-enchanting welcomed the notable forensic scientist, Sue Black, onto the show to discuss her (scientific) fascination with all things living and dead. Despite, or perhaps because of, a life spent looking death in the face, Black begins our summer reading with Richard Holloway’s meditation on a fading life, Waiting for the Last Bus

Whilst Black’s distinct lack of squeamishness may be not be shared by all, her desire to piece together the lives and stories of those she meets seems to be a common thread linking many of our guests. Those contemplating a continental get-away might wish to search for inspiration in Paris, a memoir of life in the French capital by Julian Green, recommended by Andrew Davison, Regius Professor of Divinity at Oxford University. For those planning holidays further afield, then perhaps a biography of Australian opera singer Nellie Melba, recommended by Kate Flaherty, would add a touch of glamour, along with the autobiography of Melba’s friend and fellow performer, Ellen Terry.  

Also falling into the memoir genre is this season’s stand-out recommendation: Helen McDonald’s H for Hawk, which is currently sitting on the bedside tables of Tyler Staton, pastor of Bridgetown Church, Portland, Graham Tomlin and Belle Tindell. Whilst processing the death of her father, McDonald attempts her long-held ambition to train a hawk, and crafts a surprising and poignant book from the twin experiences. 

McDonald is not the only writer to twist multiple strands and genres into her work; many of our guests’ choices defy definite categorisation. Flaherty, a Senior Lecturer in English and Drama at the Australian National University, also recommends Ali Smith’s Artful, which contemplates art, faith, and fiction, and Murriyang: Song of Time, a ‘psalter’ according to its author, Stan Grant, combining Christian and Australian aboriginal spirituality.   

Changing spiritualities are also on the mind of Chine McDonald, the Director of Theos think tank and the first guest to return to Re-enchanting following her initial appearance more than a year ago. On McDonald’s reading list is The Afternoon of Christianity: The Courage to Change by Tomas Halik, who ponders Christianity’s midlife era and what lies ahead for the faith and faithful alike. One way in which the world has changed over the last century is through the withdrawal of ritual from Western society, according to the German-Korean philosopher Byung-Chul Han, whose book The Fading of Ritual—or Vom Verschwinden der Rituale for any German speakers among us—comes with a recommendation from Esther Maria Magnis. Is the pairing of Halik and Han the literary match that reflections on modern Christianity have been waiting for? 

If imagining the future of the Christian faith sounds too heavy for the summer holiday, then why not dip into some of our guests’ fiction suggestions? From Jo Swinney, Director of Communications at A Rocha, comes the modern classic, A House for Mr Biswas, by Nobel laureate, V. S. Naipaul, whilst Rupert Shortt, who, as a former editor of the TLS, knows a thing or two about books, currently reading S. J. Naudé’s Fathers and Fugitives, which takes us on a journey from London to South Africa into a complex story of family, sexuality and relationships.  Readers looking for short form fiction could opt for either Ben Judah’s This is London: Life and Death in the World City, or for a more international perspective, Dream Count, the latest novel by renowned Nigerian writer, Chimamanda Ngozi Adichie. 

And, finally, Les Isaac, the founder of Street Pastors, reminds us of the importance of responding to the Bible itself. So, if you’re looking for gut-wrenching narratives and a sense of wonder playing out through characters who are just all-too-human, then look no further than the book which in the Middle Ages was known as a bibliotheca, a whole library in itself. 

  

And some additional suggestions: 

Robinson Crusoe by Daniel Defoe 

Trainspotting by Irvine Welsh 

The Great Partnership: God, Science and the Search for Meaning by Jonathan Sacks 

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