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
Awe and wonder
Comment
Holidays/vacations
Monastic life
Psychology
5 min read

You can find the awesome in the everyday not just on holiday

The sources of awe are not scarce, but we do overlook them
A colourful street food van
Awesome in Singapore.
Swaroop Satheesh on Unsplash.

Are you starting to think about holidays? Have you heard yourself trotting forth the old clichés?  

“We’re looking forward to getting away from it all.”  

“We’re planning something special to take us out of ourselves.”  

“Well, it might not be that relaxing with the *kids/dogs/relatives* – but a change is as good as a rest!”  

Even if going for the budget-friendly ‘staycation’ this year, there is something about stepping out of our everyday busyness and chores that we find distinctly appealing. We hope that a change of routine, if not a change of place, will afford us some kind of renewal. On holiday we are freed to move to the edges of our lives, even if we can’t escape them entirely, and gain the view from the terrace over the box-hedge-maze of all things quotidian.    

But would it help us to visit that terrace a bit more often? This has long been the recommendation of scientists, poets and prophets alike. Most recently, a 2025 study from Yale University researched experiences of “awe” in the everyday. They recruited Long Covid patients and instructed them over a three-month period to slow down several times a day, paying attention to something that they valued or found amazing, whilst breathing and noticing any tangible responses or reactions in their body. The researchers called this process “awe”: Attention, Wait and Exhale. Amongst the participants in the study, the practice of AWE induced a measurable improvement in mental health.  

Of course, there have always been people who pause multiple times per day to turn their thoughts away from the mundane. In the Sixth Century, an Italian monk known as Benedict devised a “rule” for those living the monastic life, wherein brothers were required to pause for prayer eight times in every 24 hours – including in the middle of the night! This connected the members of the order not only with God but also with each other. Even if a brother found himself temporarily outside the cloister, going on a journey or working with the poor in the wider community, he was still expected to “join” his community in prayer at the regular hours, stopping whatever he was doing to pray in solidarity.  

There are still Benedictine orders today, and others who seek to “pray the hours” based on brother Benedict’s rule. But for most of us, our lives are far from this monastic ideal of community and regularity, even if we do practise the Christian faith. Within a busy schedule, stopping once or twice per day to pray can be a challenge, let alone eight times and regardless of convenience! No matter how much the scientists tell us that it will lift our spirits and do us good, such timefulness is the medicine that the modern life denies. But perhaps this is where the poets can supply deficiencies?  

In her great work, Aurora Leigh, Elizabeth Barrett Browning once wrote: 

“Earth’s crammed with heaven, 
And every common bush afire with God; 
But only he who sees takes off his shoes— 
The rest sit round and pluck blackberries.” 

It’s a brilliant reminder that sources of awe are not scarce, even if we are prone to overlooking them. In speaking of “he who sees” Browning suggests that there are some people who see the world in a way that anticipates moments of wonder, and that such people are willing to “take off their shoes”. This is an allusion to the story of Moses in the Bible, who, when he encounters the miraculous mystery of the burning bush in the desert, is commanded by God to take off his shoes because the ordinary desert has now become sacred and holy ground – a place of awesome encounter.  

Perhaps we should take our cue from brother Benedict, and simply stop and kneel where we are, by the side of the path, in amongst the box-hedge.

This type of atunement is available to any of us, no matter how full the schedule. Even as I write – and you read – this article right now, any of us might pause to take in our surroundings and be able to find something to value and find amazing, a little bit of heaven crammed into earth. It might be a large thing, like the view from the window, or small thing, like the curling steam rising from a cup of coffee on the desk. Anything can become meaningful if we choose to observe its meaning; anywhere can become holy ground if we make it a place of encounter with all that is awe-inspiring and that transcends our daily lives.  

What stops us, I wonder? Is it that for me writing this article, and for you reading it, this is just another task that we feel we must finish so that we can hurry along to finishing something else? We must keep pressing on, threading our way through the box-hedge-maze today, because the time for visiting the terrace is not now, it’s later – in a few weeks’ time, when the schools break up and we can finally “get away from it all”. 

Perhaps we should take our cue from brother Benedict, and simply stop and kneel where we are, by the side of the path, in amongst the box-hedge. If we look closely, we might even notice that it is made up of a thousand million tiny leaves, each with its own little leafy life to live, each patterned with tiny, intricate veins. Beautiful, and for no obvious reason. Most people will never notice this – but we have seen it now. In the middle of all things quotidian, here is a common bush, and it is afire with God. There is nothing to stop us noticing this, and when we have done so, we can get up, take off our shoes, and continue to walk.

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