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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.

Article
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Community
Migration
Politics
5 min read

Starmer’s ‘island of strangers’ rhetoric is risky and wrong

The Prime Minister needs an English lesson.

Krish is a social entrepreneur partnering across civil society, faith communities, government and philanthropy. He founded The Sanctuary Foundation.

A prime minister stands next to an Albanian police officer in front of a ferry.
Border control. Starmer in Albania.
X.com/10DowningSt.

In a recent speech launching the UK government’s white paper on immigration, Prime Minister Keir Starmer expressed concern that the country risks becoming an “island of strangers.” It is a compelling phrase - yet, for many, a deeply worrying one. Some argue it echoes Enoch Powell’s notorious 1968 “Rivers of Blood” speech, in which the then Conservative MP for Wolverhampton claimed that people in the UK were being “made strangers in their own country”. Even if the reference was unintentional, the sentiment is divisive and dangerous. Here are five reasons why this narrative must be challenged.  

Geography: We are fundamentally connected  

First and foremost, the United Kingdom is not a single island. To describe it as such is not only geographically inaccurate but symbolically unhelpful and politically careless. This sort of language risks excluding all those UK citizens who live in the other 6,000 islands that make up our country - islands such as the Isle of Wight, Anglesey, the Hebrides, Orkney, Shetland and the Channel Islands, as well as the 2 million UK citizens who live in Northern Ireland. Many of our families, mine included, are testament to the fact that between the British Isles there are connections and marriages. We are islands, plural, united by a national bond of friendship and collaboration, and a shared story of connection across water.  

Sociology: We are intrinsically social  

The notion that the UK is becoming “an island of strangers” contradicts what we know about how human societies function. We are fundamentally relational - forming and building connections in our schools, workplaces, neighbourhoods, shops, and clubs on a daily basis. Even if we do not know the names of those who live across the street, we have a great deal in common. They are not strangers, but neighbours. In times of crisis, as shown during the Covid pandemic, neighbourliness is a critical front-line defence. To undermine that by calling our neighbours ‘strangers’ is a recipe for social breakdown. True social cohesion can never come through exclusion only by being deliberately nurtured through acts of welcome, the language of inclusion and recognition of shared purpose and identity.  

Language: What we say matters 

In his speech, the Prime Minister gave credence to the claim that migrants fail to integrate because they don’t speak English. He said: “when people come to our country, they should also commit to integration, to learning our language.” But English proficiency is not the main barrier to social cohesion. As a country that proudly recognises multiple languages: Welsh, Scottish Gaelic, Irish, Cornish, British Sign Language, we should understand this. And as a nation who fails miserably at learning other world languages we should appreciate the enormous effort it takes to learn any level of English. The vast majority of migrants put us to shame in how quickly and readily they learn to communicate effectively. Might I suggest that the Prime Minister - whose speech contained questionable language that was factually untrue, politically dangerous and socially offensive - might benefit from an English lesson himself? 

Honesty: We benefit from migration 

When the Prime Minister claimed he was launching a strategy to “close the book on a squalid chapter for our politics, our economy, and our country,” he implied that migration is to blame for many of the difficulties the UK is facing. This is not a new tactic — some of the world’s darkest moments have been preceded by politicians stoking fear and resentment against immigrants for political gain. We must resist this rhetoric. Perhaps we could start by asking exactly which migrants are being blamed for this so-called "squalid chapter"? Is it the 200,000 people from Hong Kong who have arrived under the British National Overseas scheme, bringing skills and making major contributions to our economy? Or the 250,000 Ukrainian refugees who have been welcomed with open arms and helped knit communities closer together? Is it the 30,000 Afghans who supported British forces, risking their lives to do so? Or the 750,000 international students contributing £35 billion a year to the UK economy, sustaining our universities and global reputation for outstanding education and research? What about the 265,000 non-British NHS staff who work tirelessly to care for our sick and elderly? Blaming migrants for the UK’s problems is dishonest and dangerously divisive, potentially alienating the very people who are often most invested in making the country stronger, safer, and more successful.  

Integrity: We need to fix the real problem  

The Prime Minister’s use of the phrase “island of strangers” strikes a chord, not because we are all strangers to one another - we are not - but because many of us increasingly feel isolated in our own communities. There is evidence to support this emotional response. According to the Office for National Statistics, around 27% of adults in the UK report feeling lonely always, often, or some of the time. A report titled A Divided Kingdom, published just a day after the government’s immigration white paper, highlights growing intergenerational divides with only 5.5 per cent of children in the UK living near someone aged 65 or older, and just seven per cent of care home residents regularly interacting with anyone under the age of 30. Young adults are increasingly working remotely, reducing opportunities for casual, everyday social contact. Rising numbers of people live alone, and digital technology — while connecting us in some ways — often replaces the richness of face-to-face relationships. 

These shifts are not caused by immigration, and blaming migrants for the disconnections and discontent we feel only distracts us from addressing the real causes of social fragmentation. We need to find ways to reconnect with one another in person, recognising in those around us the image of God, our common humanity and the opportunity for service. 

Starmer’s narrative must be challenged before it becomes a self-fulfilling prophecy. The great English poet and cleric John Donne famously wrote: 

 “No man is an island, entire of itself; every man is a piece of the continent, a part of the main.”  

It would be sad if, in our modern world, we lost sight of that truth and ended up becoming estranged islanders floating on a sea of fear and xenophobia. 

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