Article
Comment
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
Comment
Community
Migration
Politics
5 min read

Our problem with immigration is not open or closed borders but the decline of Christianity

Christianity doesn’t provide immigration policy, but it could still unite our communities

Graham is the Director of the Centre for Cultural Witness and a former Bishop of Kensington.

Keir Starmer and Emmanuel Macron in front of flags.
Starmer and Macron announce their deal.
10 Downing Street.

So Keir Starmer and Emmanuel Macron have done a deal on migrants. One in, one out. The EU might yet block the plan, and it may fail as many have before it. The Conservatives’ Rwanda idea never got off the ground. Will this one? Labour hail it as a breakthrough with the French agreeing to take back some migrants for the first time. The right-wing media complain this is a drop in the ocean and will make precious little difference. 

What interests me is the role Christianity plays in this debate, invoked as it is on both sides of the argument.  

On the right, the argument runs like this: Britain is (or used to be) a Christian country. It is now in danger of being overrun by people who do not share that faith, or the values that are rooted in Christianity. Therefore, we must put a rapid halt to excessive immigration, especially migrants from conservative Islamic countries such as Afghanistan, Somalia or Pakistan. If we don’t, we will see the UK change dramatically and lose its distinct Christian identity.  

So, in a speech last year, Reform leader Nigel Farage claimed that “Judeo-Christian values” are at the root of “everything” in Britain. These values, he said, were that “the family matters, the community matters, working with each other matters, the country matters.” 

I’m sure they do. Christianity has shaped the character of the UK over centuries. And there is undoubtedly a sense in many places, especially more deprived ones, that communities have changed and are becoming unrecognisable from what they were. The chattering classes in Hampstead and Chipping Norton are hardly likely to feel the pinch, yet Bradford or Burnley can feel very different now than they did 50 years ago.  

Yet it’s hard to identify Farage’s values as distinctly Christian. Many Muslims would claim much the same, and it would be difficult to describe his list as an adequate summary of the message of Jesus. ‘Judeo-Christian values’ are often identified on the right as being the same as ‘British values’, which are defined by the UK government as “democracy, the rule of law, individual liberty, and mutual respect and tolerance of those with different faiths and beliefs.” It’s hard to imagine anyone getting crucified for preaching that.  

Yet Christianity is also used on the left. While he was Labour Leader in 2019, Jeremy Corbyn invoked Jesus in a call to welcome migrants: “The refugee crisis is a moral test. Jesus taught us to respect refugees. He himself said 'welcome the stranger…’ And the Bible says, 'the foreigner residing among you must be treated as your native-born'. 

He had done his homework. It’s a better account of the teaching of Jesus. Yet on the left, the welcome of the refugee is often part of a wider and deeper value of ‘diversity’ as a good in itself. Multiculturalism, the kaleidoscope of cultures found on many high streets with Indian, Thai, Italian, Moroccan restaurants, or the image of kids from different countries and religions happily running around a school playground is a beloved trope of secular progressive liberals.  

The trouble is that it is not how it feels to many in parts of Luton or Leicester. The residents of Hampstead and Chipping Norton can embrace multiculturalism because it does not fundamentally threaten their way of life.  

“The ebbing away of the faith is greeted with barely a fraction of the passion which accompanied Brexit.” 

Bijan Omrani

Embracing strangers is easier if you have a settled place to welcome them into. A home where the family gets on well, where the parents are united, the kids are content, is much more likely to be able to welcome in unknown guests with a proper curiosity to learn from them. A family full of tension and bickering is unlikely to welcome the stranger at all, as the newcomer will strain existing tensions even further. 

As theologian Oleg Dik writes: “A society which loses a sense of shared broad and strong identity is unable to welcome a stranger…. What makes us different is enriching only as long as we are all aware that we have something uniting us. In the absence of a uniting bond, difference turns out to be threatening.” 

The vision of the left – of diversity as an end in itself, held together only by a loose idea of tolerance or secularity which no-one thinks is worth dying for, threatens to erode the ties that bind us, as it gives no clear centrifugal core that can hold us together. 

Christianity doesn’t give you an immigration policy. Both left and right can claim some legitimacy in the Christian narrative. However, what Christianity does provide is a community that offers a moral schooling centred on the worship of Jesus, as the one who shows us the true shape of human life, the necessity of self-sacrifice, not self-indulgence as the key to a functioning communal life, and the sacred value of each person - beliefs which, in turn, can welcome the stranger into a secure and confident home.

These things have, over centuries, seeped out from their intense core in the Christian Church into wider society. Arguably today, they are being eroded ironically more by secularism than by Islam.  

The real problem of our time is not mass immigration (as the right would have it) or the failure to fully open borders (for the left). It is the widespread erosion of Christian faith.  

As historian Bijan Omrani puts it: “Christianity’s disappearance is being accepted with little consideration or debate. The ebbing away of the faith is greeted with barely a fraction of the passion which accompanied Brexit.” Now this may largely be the fault of the church itself, a failure of courage about its own message, and appearing like another social lobbying group for various causes rather than a community centred on the worship of Jesus. But it's also down to the swathes of middle class, educated Britons – like Nigel Farage and Jeremy Corbyn - who like to claim the name of Jesus when it suits, and who live off the cultural heritage of Christianity without investing into its future by going anywhere near a church.  

A good immigration policy needs the compassion that welcomes the vulnerable stranger. Yet it also needs a strong united community with a shared set of values, to welcome them into. Left and right may use Christianity in their rhetoric. But both miss something vital - that Christianity has to be practiced not just argued over. 

A renewed Christianity might be the saving of both right and left - or at least offer a deeper and richer narrative than either can offer on their own, one that provides a strong core that can holds a society together, yet also welcome the stranger as a gift and not a threat. 

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