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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.

Column
Comment
Ethics
Football
Politics
5 min read

PSG’s win signals politics over purpose – other institutions take note

When church and football feign neutrality, politics can ride roughshod
A footballer holds up the European cup, behind him fans are jubillant.
PSG fans celeberate.
PSG.TV.

There’s a new name on the Champions League trophy.  

In the most one-sided final in the competition’s history, Paris Saint-Germain trounced Inter Milan 5-0 to lift Europe’s most prestigious club trophy for the first time in their history. 

But this is not the PSG of recent years. Gone are the Galacticos: no Messi, no Neymar, no Mbappe. Where previously PSG resembled a 13-year-old boy’s attempt to win Football Manager by just buying all the best players, this year’s team looks like … well, a team. 

And what a team. Vitinha is metronomic in midfield. The game is played at his pace. He is the jazz instructor in Whiplash. “Not my tempo,” he says, over and over again, until reality bends to his will. Hakimi and Mendes are boundless balls of energy as the two wing-backs. They always threaten and it is no surprise that Hakimi gets the first goal. 

And then there are the forwards. 19-year-old Désiré Doué somehow looks the consummate professional at such a young age. Ousmane Dembélé has a quiet night by his standards, but the Barcelona reject looks born to play for this team. Khvicha Kvaratskhelia is the kind of footballer you imagine yourself as when playing on school playgrounds. So unorthodox, but simply irresistible. The ultimate jumpers-for-goalposts footballer. He may well be the closest thing football has to a personification of what the sport is all about. He is joy and flare masquerading as a 24-year-old Georgian lad. 

At the helm of it all is Luis Enrique. Enrique’s teams are aggressive, fluid, and intelligent. “They pass forward with spite” Steven Gerrard says during the TV coverage of the match. What a line.  

In 2019, Enrique lost his youngest daughter Xana to bone cancer, aged just nine. To hear him talk about his loss is heartbreaking. At full-time the PSG fans unveil a picture of Xana with her dad in a genuinely tender moment of compassion and humanity. 

All this is to say that, wherever you look, this incarnation of PSG is a deeply, deeply likeable one.  

But then, that’s the point, isn’t it? 

PSG were taken over by Qatar Sports Investments in 2011. Qatar’s near 15-year involvement with the club has led to eye-watering sums of money being spent with the stated aim of winning the Champions League. In 2017, they sign Neymar from Barcelona, meeting the €222 million release clause in his contract. A fee so deliberately high no-one would ever meet it. A fee still unsurpassed eight years on.  

While the age of the superstars may be over at PSG, they still have European football’s highest wage budget by some distance (an impressive feat when you remember that Real Madrid exist). Their Georgian talisman Kvaratskhelia only moved to the club in January for a reported €70m. Hardly loose change. 

Paris Saint-Germain is a Qatari ‘sportswashing’ project. An attempt to make a political regime palatable to European sensibilities by assembling a football team that is deeply, deeply likeable.  

And it certainly seems to be working. Rio Ferdinand, on co-commentary for the final, declared that a PSG victory would be ‘good for football’. So did Jason Burt, chief football correspondent for The Telegraph in an article that unironically has a subtitle starting “They may be funded by a nation state but …”. 

This is why I find it so disingenuous when people demand we ‘keep politics out of football’. (And anyway, what people often mean here is that they’d like to keep left-wing politics out of football, like the ‘take a knee’ or ‘rainbow laces’ campaigns). Politics is already in football and has been for quite some time now. If you haven’t spotted it, you simply haven’t been paying attention. 

I like Luis Enrique. I adore Vitinha. Kvaratskhelia makes me misty-eyed about the very nature of football. But PSG winning the Champions League is bad for football, because it’s a political victory before it’s a sporting one

PSG’s triumph is a timely reminder to the Church that it must remember the political nature of the call placed upon its very existence.

As is so often the case, football and religion find parallels in one another. For the Church, too, all too frequently finds itself as a political football. Debate continues about the place of Church of England Bishops in the House of Lords with only 33 per cent of Britons keen for religious leaders to express political opinions.  

But while this would certainly make the Church’s life easier, it’s simply not an option available to it. 

‘Gospel’ is not a Christian term. Not originally. It was a term used to describe an announcement or decree made about the Roman Emperor, a practice the Romans adopted from the Greeks before them. It is, in other words, an intractably political term. It is the ‘party-political broadcast’ of the ancient world.  

In hijacking the term ‘Gospel’ as a description for Jesus’ life and teaching, the early Church announces itself as an irrevocably political entity from its very beginnings. A body of people called to proclaim a political message. Or, at least, a message with significant political implications. Christ is king; Caesar is not.  

This does not mean that the Church is inherently left- or right-leaning. The Church is far older than this simplistic understanding of politics and will surely outlive it, too. But it does mean that the Church has a stake in the politics of the day; that it cannot be politically disinterested without simultaneously compromising something of its most fundamental identity.  

PSG’s Champions League win is not the first by a nation-backed club. Manchester City – principally owned by Vice President of the United Arab Emirates Sheikh Mansour bin Zayed Al Nahyan – won the Champions League in 2023 (also beating Inter Milan in the final; bless them). Depending on what we make of Roman Abramovich’s connections to the Russian state, it’s also worth noting Chelsea’s wins in 2012 and 2021, too. 

But PSG’s win – and the emphatic nature of it over one of the ‘old guards’ of club football – feels like a watershed moment for the sport. It is the culmination of the past 20-or-so years of both football’s internal politics, and the external politics acting upon it. It is a worrying statement of intent of its direction of travel, too.  

When Christianity and football feign political neutrality, they simply invite the dominant politics of the day to ride roughshod over them. Insidious politics will always fill any vacuum available to it. PSG’s triumph is a timely reminder to the Church that it must remember the political nature of the call placed upon its very existence. Otherwise it will find itself a mouthpiece for a kingdom to which it does not belong.  

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