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
Belief
Comment
Wildness
7 min read

In Search of Wild Gods: Nick Cave and Tom Holland in conversation

On unexpected and remarkable connections in a time of change.

Roger is a Baptist minister, author and Senior Research Fellow at Spurgeon’s College in London. 

A view of an in-conversation on a stage, with a video screen above showing a close up.
x.com/readalanread

“I’ve got to ask this, the opening lyric of one of your most famous songs says, ‘I don’t believe in an interventionist God.’ Do you now?” 

A nervous, but anticipant chuckle, rippled around the audience. How would the world-famous rock star answer? 

With his band the Bad Seeds, Nick Cave, was in the middle of a world tour having completed the European leg with two sell-out nights at the O2 in November. 

“I don’t know.” He said. 

“I don’t sort of test God. I do pray, but I don’t pray for things.” 

It was a cold January evening, a Thursday, and actually freezing outside in central London. But inside the hall 800 souls had turned out to hear a conversation billed as In Search of Wild Gods. A not-so-subtle nod to Cave’s critically acclaimed recent album, Wild God

Organised by the online news and opinion website UnHerd, and hosted by its editor Freddie Sayers, Cave was joined in the conversation by The Rest is History podcaster, Tom Holland. Two men who on the surface would appear to have little in common and exist in different worlds. 

Sayers confessed that, though a non-Christian himself, he found something ‘enticing’ about his guests. Especially so in the way they think deeply about the biggest questions of life, faith, values and personal experience. 

The conversation was candid. Cave spoke movingly about how in the structure and liturgy of a twelfth century church he had discovered the purpose-built place for his ‘existential sorrow’.  He shared how he and his wife Susie were quietly prayed for by an old lady at a communion service and had experienced ‘a deeply, deeply moving movement from a kind of inner despair to a sort of relief’.  

For Cave there is something ancient, something beautiful, something that evokes a profound sense of humility that this form of worship immerses and buries him in. Then it is the Christian story that pulls everything into focus. 

“I’m a storyteller, it’s the way I see the world. I see the world naturally, symbolically, poetically and so the story of Christ fits in there very well.” 

And the album Wild God charts the movement in his journey towards joy. 

“I called all around me, said have mercy on me please 

For joy. For joy. For joy. For joy. For joy.” 

Tom Holland’s story is different. Having grown into an atheist who considered the supernatural to be ‘essentially nonsense’ he happily became a writer of vampire fiction. However, as he progressed into writing history, he realised that to properly understand the world of the Romans or Vikings you have to imaginatively enter their supernatural world. If you don’t, it doesn’t make sense. 

First writing about the ancient world, and then about the beginnings of Islam, he realised how alien they seemed to his own core instincts. His journey had begun. He was discovering the fruit of having been brought up in a society and culture shaped by Christianity for a thousand years. 

Writing his best seller Dominion only further deepened this conviction. The realisation that his belief of every human being endued with an inherent dignity and value rests on the Genesis story of God creating men and women in his own image was a revelation. If this biblical framing is lost then human life is even more vulnerable to exploitation, manipulation or extermination. As some radical voices proposed during the pandemic, ‘humans are the real virus!’ 

Then, fear driven experiences added a further dimension to his growing convictions. While filming in Iraq, having previously entered no-man’s land between the Kurdish and ISIS forces, he entered an Armenian church ISIS had trashed. The one unbroken object was a framed picture of the Annunciation and the Angel Gabriel speaking to Mary. In that moment he felt the rush of something very strange and felt the presence of an angel. This was something of a surprise. He reflected: 

“… realising that if I could seriously think that I could experience an angel it was kind of an amazing experience. I would have never in my wildest dreams imagined that I could literally be able to believe in an angel, and for a brief moment I did believe that I could experience an angel … I know what it's like to believe this and it is incredible.”  

For Holland, allowing himself to consider that the world may be stranger than he thought was a game changer. Having been diagnosed with cancer during the pandemic he believes a prayer for divine help at the site of an apparition of the Virgin Mary was answered. It left him with the bemused thought, ‘this is brilliant I'm a Protestant Atheist who is contemplating the possibility of a Marian intervention.’ 

When Sayers asked Holland and Cave whether they think about themselves as Christians, Holland was clear, ‘I do’. He has come to own that his deep-seated ‘gut convictions’ have no objective justification outside of Christian faith. Added to this his profound experience of the supernatural is Christian and he has no experience of any other way of approaching the divine. He admitted that even allowing himself to contemplate the possibility of faith felt a little illicit at the time. Yet he realised opening himself up to the possibility made his life happier and more interesting. Even so, he still does not believe in life after death. 

Cave was more circumspect. He didn’t feel the need to call himself a Christian or not a Christian. 

“… but I have to say there are moments in church where this feeling is washing over me and I'm thinking about these claims that are being made, and I can kind of believe it. It feels like there is something that is both truthful and imaginative … that is more beautiful than rational truth and feels like something that I really truly can believe in. That doesn't mean that I feel that way all the time, but I do feel that really seeping into my life more and more and I guess this is the beauty of the ritual of going to church.” 

Sayers wondered whether we are at a ‘change moment’ in Western culture. With past certainties falling away, political upheavals and technological changes he wondered whether we were at the beginning of momentous shifts? ‘It does feel’ he suggested, ‘like this is a time where things are being revisited at a really fundamental level and people are searching.’  

Holland was not so sure. He saw the rapid fading of Christianity in the West and the subsequent fading of the ‘muscle memory of values’ as pointing in the other direction. Atheists at least took Christianity seriously, but he saw a rising generation with no understanding or interest in the stories that underpin our culture. 

He was happy to identify himself a Christian and sees this as being inextricably linked with the cultural values that have shaped contemporary Britain. Along the way he hopes that others might be provoked by his example to undertake a similar journey to his own. 

Cave, likewise, didn’t think there was a ‘crisis of meaning’ in the world at large. He was more concerned with what he saw as a ‘general demoralisation’ going on in the West as a result of what was happening in the world. A kind of flattening of expectations, which led him to be concerned about what might rise up on the back of it. 

Yet he sensed there was a change, a ‘quite remarkable’ and fundamental change. Given the kind of platform UnHerd is, he observed: 

“… you've invited me along to talk about my religious ideas no one would have done that five years ago.” 

And maybe that’s it.  

As a musician and poet, through personal tragedy, sorrow and searching, Cave has insights to share about ‘life, the universe and everything’. 

As an historian, Holland’s reflections and personal experience have led him to make, what for him, have been unexpected and remarkable connections. 

Truth be told, Cave and Holland stand in a long line of artists and academics, public figures and popular heroes who have had similar experiences and journeys. Individuals who have made the same kind of connections and sought to share them with whoever wanted to listen. From the author G.K. Chesterton to journalist Malcolm Muggeridge, and the scientist Francis Collins who led the Human Genome Project to physicist John Polkinghorne the list is a long one. 

Maybe what is happening in our culture is the beginning of an opening up of new possibilities in our public conversations. 

The wars and the rumours of wars. The climate crisis. Fuel poverty. The ascendancy of a different brand of political leadership offering a very different view of the world. The existential threat that rapidly advancing technology typified by AI offers, accompanied by the prospect of unimaginable and hopeful advances. All of these trends, and an ever-lengthening list of others, promise a disruption to the patterns of life with which we have become familiar and comfortable. 

Maybe this disruption is the portent of revisiting the more fundamental matters of our existence. 

Maybe, in future, we will look back to Cave and Holland as contemporary prophets whose reflections paved the way forward. If there are cracks in our old inherited order, maybe … 

“There is a crack, a crack in everything  
That's how the light gets in.”

(‘Anthem’ by Leonard Cohen, 1992)

 

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