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Comment
Middle East
Christmas survival
4 min read

Last Christmas in Bethlehem

With its Christmas displays cancelled, Bethlehem resident Christy Anastas writes about a bleak future for its Christian Palestinian community.

Christy Anastas is a Bethlehem resident. She is a Palestinian advocate for nonviolent ways of mediating a more stable Middle East.

A church gable featuring a cross, a Madonna and angel Christmas decorations.
2017 Christmas decorations on the Church of the Nativity, Bethlehem
Jana Humeedat, CC BY-SA 4.0, via Wikimedia Commons

Religious minority groups, like Christians, represent about one per cent of the overall Palestinian population. We feel stuck between a rock and a hard place in this conflict. As a consequence of this war, many of us are already planning to emigrate once the opportunity arises. If this happens, Bethlehem will virtually become a non-Christian city. This would be a sad outcome given it was the birthplace of Jesus Christ and that in the early 1900s the Christian population used to be just under 85 per cent. Now Bethlehem's population is approximately five per cent Christian. After this war we fear that these statistics would decrease even more. The main source of income of the city heavily relies on tourism, with almost 70 per cent of Bethlehem’s GDP due to religious pilgrims from all over the world visiting Jesus Christ’s birthplace, especially during Christmas.   

This is the first year for decades, when all Christmas festive displays have been cancelled in Bethlehem. This decision taken by Bethlehem municipality and the Palestinian church is a sobering and poignant one and comes with a financial heavy price paid by locals. Such traditions have been kept for decades, even during the second Intifada, so that between 2000 to 2005 a Christmas tree in Manager Square was still displayed each year. Even the Covid-19 pandemic did not stop Bethlehem from decorating the entire city. However, today many Palestinian Christians are not in a festive mood. The Israel-Hamas war is in its second month and has already a higher death toll than during the whole of five years of the second Intifada.   

A ceasefire is what Palestinian Christians will be praying for during this Christmas, alongside praying against the perpetual cycles of death, violence, and destruction. 

In my opinion it feels fitting to stand in solidarity with those who mourn, inspired by Paul’s letter to the Romans encouraging Christians to “Rejoice with those who rejoice; mourn with those who mourn”. During such devastating circumstances of the civilians in Gaza, Palestinian Christians are heartbroken at the enormity of lives lost and the desperate conditions experienced especially by children. The desire to celebrate the birth of the most important child in Christianity’s history is dimmed by the death toll of children in Gaza during this war. An ancient biblical proverb offers a powerful depiction of what it would be like for us Christians to celebrate Christmas as usual. It would have felt “like one who takes away a garment on a cold day, or like vinegar poured on a wound, is one who sings songs to a heavy heart.” 

However, the announcement of the cancellation issued by the head of Bethlehem municipality, was made exclusively in honour of Palestinian “martyrs”, in Gaza and the West Bank. This disappointing statement distorts the church’s role in the region as a peace builder and the bridge amongst different communities and ethnicities. In fact, it is an utterly missed opportunity for the church to demonstration its ethics and values in the region, especially when confronted with losses of lives across all ethnicities and religions. A more inclusive nuanced statement that could have honoured the suffering of all, could have been worded along the lines of offering tributes to the devastating losses of lives in the Israel-Hamas war since the 7th of October, without any discrimination or prejudice. That old proverb continues to say, “if your enemy is hungry, give him food to eat; if he is thirsty, give him water to drink.” 

The exclusivity of the statement's approach made by the churches was a lost opportunity to express a more authentic side of Christianity to the world revealed from its birthplace. It could have counteracted the way the church was portrayed in Europe during the Holocaust. It could have been the chance to respond in a less indifferent manner to the plights of the Jewish people in the region, rather than reiterate a similar stance of the European churches during World War II. 

A ceasefire is what Palestinian Christians will be praying for during this Christmas, alongside praying against the perpetual cycles of death, violence, and destruction, inspired by what our brothers and sisters in Gaza have conveyed to us in private communication. Christians in Gaza are pleading for peace and stating that as a community, they oppose violence. The zero-sum approach towards this war has made it difficult for us Christians to be true to our faith without being condemned or oppressed for it. When we call for a ceasefire, we are accused of supporting terrorism and denying Israel’s right to self-defence. However, when we want to acknowledge the suffering of the Israeli side during the 7th of October, we are deemed to be traitors. Our objective isn’t to attempt to prevent Israel from defending itself; rather, to suggest that the consequences of inflicting violence and bloodshed in retaliation could reinforce a stronger hold for violence and extremism in the region.  

Therefore, most Palestinian Christians do not feel they have the freedom to stand for their beliefs and the churches in the region are not portraying the best paradigm. In my opinion, this is one of the main factors behind the drastic decline of the Christian population generally especially in Bethlehem. It is also why they no longer hold as much power as they used to in influencing the culture and mindsets in the area. Their roles became more politicised which has gradually led them to neglect standing up for truth until it has become too dangerous to even express it. This could well lead to a reality where this would be the last Christmas in Bethlehem for a majority of Christian families.  

Article
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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.