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
Creed
Weirdness
4 min read

The angels called Melanie or Dave that dwell among us

The metaphysical is very much present in our mundane

George is a visiting fellow at the London School of Economics and an Anglican priest.

A station concourse with a light well above.
Waiting for an angel at London Bridge station.
Network Rail.

There’s either too much or too little written about angels. There’s the serious hermeneutical stuff of divine messengers from scripture. Then there’s the Hallmark sentimentality about guardians, watching over us as nannies may watch their children playing in the park, picking up and comforting them when knees are grazed. 

They’re supernatural, but appear in human form. It’s incarnational in its way. But there’s plenty to notice of angelic manifestation in regular human beings – that nurses are routinely dubbed angels is both exasperating and earned. 

This is the via media, a third way, for angels: They’re called Melanie or Dave, have mortgages, and dwell among us. It’s just that sometimes they’re angels. These thoughts come after an incident I just experienced at London Bridge station. 

We’d just returned from an extended train tour of southern Europe, celebrating a fortieth wedding anniversary and my seventieth birthday. We’d stopped for a bit of lunch between St Pancras and London Bridge and ran late for our Sussex connection. For the first time in three weeks a huge station elevator was out, with no lift in sight. 

A young woman, maybe 23, appeared from nowhere and offered to take the larger-but-lighter case, striding up with it in her glorious white trousers with gold stripes. Then, a second and a half later, a young man of similar age grabbed my smaller-but-heavier bag and carried it up like a small briefcase. 

“Are you two together?” I gasped in his wake. “No,” he said. “You will be at the top,” I replied. It was a crass thing to say. In the movie they would have been. But this was real life. Two commuters offering random acts of kindness, leaving me marvelling at how wonderful young people are. 

And we can leave it there. Two fit (in both senses) strangers noticing a couple, more than old enough to be their parents, struggling. It’s a facet of ageing to which I’m adjusting; I was shocked and surprised a couple of years ago when a young woman offered me her seat on the Underground. It seems so little time since it was the other way around. 

But there it is again. Ordinary people, transcendent behaviour. And, in a metaphysical sense, our young friends at London Bridge really would be together at the top, supported on angels’ wings, though they would laugh that off and the moment would be quickly forgotten. 

These are trivial moments of angelic intervention in ordinary life. But they can be scaled up. When Martine Wright lay mortally wounded with her legs beyond rescue in a bombed carriage of a tube train under Aldgate on 7th July 2005, in her trance of trauma she saw off-duty policewoman Elizabeth Kenworthy picking her way through the wreckage towards her, unquestionably saving her life. She has since described it as like an angel coming to collect her. And who would gainsay that? 

Again, these are flesh-and-blood people, not winged and shining-white seraphs. But they are possessed of the spirit of angels. Who can doubt the presence of angels in the darkest hell that was 7/7? Clearly not Ms Wright. 

These are instances of the human agency of angels. They possess their own reality. But then there are those who experience, as it were, the real thing. I recently encountered a woman and her son after a church service, who described her very recent conversion experience. 

In a moment of darkest despair (which I’m unable to relate), she called out for someone, anything. A figure appeared at her side and she fell into his/her arms. A dream, maybe? But so what if it was? Her life is renewed, as her affirms. 

For my own part, when my father died in 2000, I went to St Bride’s Church, nearby my office in London’s Fleet Street, and asked my friend there if he’d join me in lighting a candle and saying a prayer. Afterwards, as we stood at the little side altar, the figure of a homeless man strode purposefully up the narrow aisle, matted hair and beard, ragged clothes. 

He deliberately walked between us, lit another candle and placed it in the stand next to ours and stood for a moment looking at it. Then he simply walked out again. We knew the local homeless well – we ministered to them. But we’d never seen him before nor seen him since. And here’s another thing: we were intimately familiar with homeless hygiene, but this one had no smell. 

Are there angels? Yes, absolutely. They have no hierarchy. They’re just ever-present servants, from the company of heaven. As apparent to a young woman called Mary, who stuck her head into an empty tomb some time ago and was told the person she sought had gone before her, as to me just a day or two ago as white and gold trousers went before me, taking two steps at a time. 

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