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
Church and state
Creed
Leading
Politics
Weirdness
5 min read

The one thing the new Archbishop can offer the world

How an unlikely argument between the Pope and Madonna points the way for the new Archbishop of Canterbury

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

An archbishop crowns the king.
The archbishop crowns the king.

The Catholic News Agency is a news outlet whose Instagram account posts warm pictures of the Pope, Catholic saints and so on, with heart-warming, if a little anodyne, quotations. A week or so ago, it sparked one of the most unlikely social media spats in recent times - an argument between Madonna (no, not the Virgin Mary) and Pope Leo himself.

With the announcement of Sarah Mullally as the 106th Archbishop of Canterbury, this debate may have something to say to her as she moves from London (where I knew her well and worked with her as a fellow bishop) to Lambeth.

The CNA had posted a picture of a smiling, waving Pope Leo with the caption: “My priority is the Gospel, not solving the world’s problems.” It referred to an interview in which the Pope had said: “I don’t see my primary role as trying to be the solver of the world’s problems… although I think that the Church has a voice, a message that needs to continue to be preached, to be spoken and spoken loudly.”

The comments below were predictable, ranging from “This is a God-inspired pope!” to “The pope is irrelevant’ – and much worse. But among the 2000 or so comments was one by Madonna herself: “The whole point of teaching and learning the Gospel is to inspire people to love one another and make the world a better place. Not just with words but with actions, which is exactly what Jesus did. I am truly disappointed by this.”

Madonna has always had an odd relationship with the Catholic Church, and this was not the first time she has engaged with Pope Leo (or his predecessor Francis for that matter) online. But the story still went viral.

So - back to soon-to-be Archbishop Sarah.

She certainly faces a challenging inbox - divisions among Anglicans over sexuality that threaten to tear the Anglican Communion apart; safeguarding scandals; the ructions that being a female Archbishop will raise for traditionalists within the Church of England and with the Catholics and the Orthodox; the rise of Christian Nationalism, criticism of the Church’s commitment of £100m for reparations for slavery, not to mention the continue decline of Anglican congregations around the country.

So what should her priorities be as she starts her role?

I must confess I’m on Pope Leo’s side in this one. Unsurprisingly, the scholarly Augustinian Pope is a better theologian than the singer of ‘Like a Prayer’.

Pope Leo went on to say: “The values that the Church will promote in dealing with some of these world crises don’t come out of the blue, they come out of the Gospel. They come from a place that makes very clear how we understand the relationships between God and us, and between one another. Going back to the very basic things of respecting one another, respecting human dignity: where does that human dignity come from and how can we use that as a way of saying the world can be a better place, and we can treat one another better?”

It is the job of politicians – not the Church - to work out the precise policies and mechanisms that will deliver a better society. Yet of course that begs the question: what does ‘better’ mean? And that is where the church does have something to say.

Pope Leo’s point is that if the Church does make political interventions, they have to arise strictly from the very heart of its own faith. Christian leaders shouldn't get too involved in detailed policy recommendations, but they can outline their vision of what a good life together looks like, based on the story of the gospel itself.

The one thing that the church has to offer the world is Jesus - in other words, the remarkable, world-shattering belief that God the Creator entered human history, like an author stepping on to the stage of his own play. Yet he did it in the most unexpected way possible, without fanfare, simply showing a radical, determined, self-giving love, dying an excruciating death at human hands and rising from death as the first sign that death is nothing to be afraid of because it has been beaten once and for all.

To believe that is weird. It changes everything – life is not a search for wealth, friends and success but for holiness and wisdom. It is not a search for self-fulfilment but a radical turn away from self-centredness to a growing love for God our Maker. The poor not the wealthy are the ones who matter. We are held in the hands of a God whose love for us is endless. The universe is not impersonal and silent but pulses with love. Evil is a force trying to undo everything that God has created. Death is just the gateway to something far better for those who believe.

Tom Holland put it like this this: “If you're a Christian, you think that the heart of the entire fabric of the cosmos was ruptured by this strange singularity where someone who is a God and a man set everything on its head.”

And paradoxically, it is by focusing on that extraordinary message, that the Church can play its part in helping unravel some of the other problems, whether in the Church or the world.

Pope Leo was right. And maybe this is the advice for our new Archbishop: don’t start out by trying to change the world. Start with the gospel. It’s all we have to offer. Teach it, remind the church and the world of it. Use imagination, creativity, social media – whatever.

You may end up solving the world’s problems, you may not. The early Christians didn’t march on Rome, petitioning Caesar for new laws on migration across the empire or fairer treatment for slaves. They simply lived out their faith, creating communities that included everyone, worshipped Jesus and excluded idolatry. They taught, learned and lived the gospel. And eventually the world was changed.

So our new Archbishop will and must talk about immigration, assisted dying, poverty and other political issues, but she must make sure it’s always rooted in something Christian. Or as St Paul put it: “Proclaim the message, whether the time is favourable or unfavourable. Always be sober, endure suffering, do the work of an evangelist, carry out your ministry fully.”

And let the rest of us encourage her in doing that as well as she can.

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