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Freedom of Belief

25 August 2023

3 min read

Always under pressure

Now condemned, the latest incidents of church burning in Pakistan are indicative of a continuing deeper pressure Christian communities face.

Belle Tindall

Belle is the staff writer at Seen & Unseen and co-host of its Re-enchanting podcast.

A crowd of people inspect fire damaged debris outside a burnt-out church.

The aftermath of a mob attack that burnt-out a church in Jaranwala, Pakistan.

Tearfund.

The pressure is once again rising for the four million Christians living in Pakistan.

Earlier this month a crowd of thousands angrily descended upon the city of Jaranwala in North-Eastern Punjab, an area with a notably high population of Christian residents. The mob set fire to (at least) four churches, burned Bibles in the streets, vandalised a cemetery, and looted numerous homes believed to be owned by Christian families. Social media and news outlets are brimming with videos of these attacks taking place in broad daylight; people can be heard cheering and chanting as churches are set alight, while police officers seemingly stand by and watch the chaos unfold.

These attacks were triggered by allegations that two Christians in Jaranwala had set fire to a Qur’an, thus breaking Pakistan’s strict blasphemy laws and insulting Islam. There is little evidence to suggest that this crime was committed by Christians, only that burnt and vandalised pages of the Qur’an were found scattered near this Christian community. Although the allegations therefore remain heavily disputed, the consequences that the Christian community have suffered have been severe.

Despite this being one of the most destructive incidents in the country’s history, there are thankfully no reports of injuries or fatalities, as it is reported that the Christian residents were forewarned and therefore able to evacuate their homes in time. Nevertheless, the damage done to the community in Jaranwala is profound. Both Christians and Muslims alike have widely and vehemently condemned the violence directed at the Christian community in Pakistan, with Muslim leaders refusing to allow such violence to be carried out in the name of Islam.

The depths of distress

The Right Reverend Azad Marshall, Bishop of a neighbouring city, has responded, stating that the Christian community throughout Pakistan are ‘traumatised’, ‘deeply pained’ and ‘distressed’. Bishop Azas has therefore called for ‘justice and action’ and an assurance that ‘our (Christian) lives are valuable in our own homeland’. Bishop Azad’s words imply that, perhaps unsurprisingly, the pain and devastation caused to the Christian community is multifaceted.

The first layer of distress is the most obvious: the practical implications of these attacks continue to face this community and are a source of ongoing distress. Whole families are sleeping on the streets, their homes no longer safe, surrounded by the rubble of their beloved churches and the ash of their burnt Bibles. In response to the mass destruction, over one hundred men who are thought to have been involved in carrying out and/or inciting the riots have been arrested and detained. What’s more, the Pakistani government have handed out $6,800 as compensation to each Christian household affected, this is reported to be over one hundred Christian families in total.

And yet, the words pouring out from Christians in Pakistan, so often echoing the words of Bishop Azad, speak of another level of pain and distress. This pain is pertaining to the lack of safety and value they experience in their own home as a result of their Christian identity. Such damage is not so easily compensated.

Continual and extreme persecution

Pakistan is a majority Muslim country, with the four million Christians making up just 1.9 per cent of the population. According to the charity Open Doors, which monitors such incidents and who have placed Pakistan in eighth place on their World Watch List, the persecution that Christians face as a minority people group in the country is both continual and extreme. As well as the one-off incidents, such as the deadly attack of a church in 2017, which killed at least nine individuals, Christians in the country are subject to ‘a silent epidemic of kidnappings, forced marriages and forced conversion of Christian girls and women’.

The Prime Minister has attempted to quell the deepest fears being vocalised by Pakistani Christians by vowing that his government will work to ensure their safety as a minority group. However, what is being highlighted in Pakistan is how a Christian identity can place on in the epicentre of political tension. We’re reminded once again that religious persecution can, and does, ensure that people feel unsafe and undervalued, unwelcome in their home countries. What is it like to live under the pressure of political extremists stirring up hatred toward you as a result of your beliefs? What must it feel like to feel such a tension in the country you call home? This is a daily reality for not only the 2 million Christians living in Pakistan, but the 360 million Christians who are living in persecution worldwide.

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Re-enchanting

Weirdness

2 August 2023

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 Kim

Daniel is an advertising strategist turned vicar-in-training.

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

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.

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.