Article
Comment
Leading
Politics
4 min read

From Blair and Britpop to Starmer and the Oasis comeback: why character, not personality, matters

We get both the leaders and entertainers we deserve.

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

Tony Blair talks to a member of Oasis at a reception.
Number 10.

Last time we had a new Labour prime minister, there were no Partygate fears in Number 10. Quite the opposite. Tony Blair’s Cool Britannia project threw its front door open to the likes of Britpop overlord Noel Gallagher of Oasis at a bash in 1997. Inheriting a rising economy, things for New Labour, as well as for Oasis, could only get better. 

This time around, Sir Keir Starmer has “tough decisions” to make, such as trying to deny a universal winter fuel allowance to most pensioners. Blair arguably never had a really tough decision to make, until his Iraq war nemesis. Since then, Oasis has turned into an unacceptable face of capitalism, as the Gallagher brothers’ reunion tour next year turns into a Ticketmaster greed-fest of “dynamic pricing”. Diabolical pricing, more like. 

Starmer and Blair both aspired to usher in an era of change and renewal. The similarity of their circumstances ends there. Nearly 30 years on, Starmer is in a different world. And the transformation of Oasis is totemic of that – from the joys of Britpop to the horrors of rip-off. 

That times change is axiomatic. The nineties had busts and booms; the UK’s Black Wednesday currency crisis was of the former, the snarky underclass anthems of Oasis a paradigm of the latter. Now, in the 2020s, there are only busts. Like the note left in the Treasury drawer in 2010 joked, there really is no money left now. Except, apparently, for Oasis. 

Which brings us to the false idols of politics. Since personality, rather than policy, became the political trump card it’s inevitable that we would get Trump. Or someone like him. 

An engaging question arises as to how the two Labour PMs were and are equipped spiritually for the times in which they lead. The spiritual state of Oasis is a linked matter, which I’ll get to in a moment. 

Blair’s government famously didn’t “do God”, though it turned out he did privately, converting to his wife’s Roman Catholicism almost immediately after leaving office in 2007. Perhaps he had a priest hole in the family flat above Number 11. He consistently denied claims that he prayed with American president George W. Bush before or during the Iraq war. 

Starmer doesn’t do God rather more formally, as a self-declared atheist. We can conclude that prayer is not a resource that he needs as he faces a more challenging immediate political future than Blair’s early days as PM. I only wish Starmer would appear in a T-shirt with the slogan “No Prayer, Like Blair”. 

Arguably the spiritual life doesn’t matter for any leader. The job of PM is all about simple competence, mostly in money management. To paraphrase the pithy quip from Bill Clinton’s 1992 presidential campaign (on which Blair’s so strategically relied), it’s all about the economy, stupid. 

So the worship is of mammon rather than God. Here the current and former PMs might care to track the career trajectory of the two Lords Gallagher of Oasis from Blair to Starmer. In 1997, they were in their pomp as authentic Mancunian working-class heroes. Today, the brothers have to make up and go back on the road to subsidise Noel’s £20million divorce settlement. A rather different demographic. 

There’s perhaps no great political lesson there for political leaders, but it’s almost Faustian in its scope. See what happens when you bank only with mammon. 

Which brings us to the false idols of politics. Since personality, rather than policy, became the political trump card it’s inevitable that we would get Trump. Or someone like him. It doesn’t matter, to his core vote, what he’s done or what he’s incapable of doing, Only who he is. He’s an idol, a cult image, a golden calf. Trump’s bull is sacred, whatever he does. 

The UK thankfully hasn’t had one of those yet (though there were warning tremors in Boris Johnson). But it’s telling that Blair is said to have developed a messianic tendency after his premiership’s early intervention in Kosovo during the war in former Yugoslavia. At the termination of hostilities, crowds there sought to touch his clothes as he passed. 

Strange that being touched should make him feel untouchable. But that’s the way of messianics. It can be the same with rock & roll stars. Live music, at its best, can offer a transcendent sense of communion. At its worst, it’s the adoration of stage idols that sends them a little mad. Or mad for it. 

Oasis’s Liam Gallagher isn’t in this together with his fans anymore. He’s turned into a Marie Antoinette figure online in response to the ludicrous prices charged to watch him from Ticketmaster. He substitutes “Shut up” and “£100,000 kneeling tickets” for “Let them eat cake”. 

He and his brother are warnings of what can happen in so short a period between the ascendancy of Blair and that of Starmer. True, pop stars aren’t as dangerous as someone such as Trump. But they do show us that we get both the entertainers and the leaders we deserve. 

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.