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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.

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Gaza

Israel

Politics

4 October 2024

7 min read

Israel-Gaza war anniversary: why peacemakers need a touch of doubt

Which narrative do you believe?

Graham Tomlin

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

Split-screen on TC shows many different news channels in English, Arabic and Hebrew.

Split-screen reporting.

Al Jazeera.

As the focus of the crisis in the middle east shifts from Gaza to Lebanon, and as the anniversary of the October 7th attacks comes round, a look at the narratives that surround this conflict helps chart a way forward.

At the heart of the Middle Eastern crisis involving Israel, Gaza and now Lebanon, are two very different stories.

One of them goes like this.

Israel is the only properly functioning democracy in the Middle East. It is a sanctuary for the Jewish people who over centuries, and around the world, have experienced extraordinary levels of persecution and discrimination. As a small country it has bravely established itself over the past 76 years as a haven of liberal, democratic freedom and prosperity despite the hostility of its neighbours, such as the Iran-backed Hezbollah in Lebanon. The Hamas attacks on October 7th 2023 were an unprovoked murderous assault on innocent citizens, the butchery and savagery of which was unprecedented in recent times. Hamas and Hezbollah both represent an Islamist ideology which has been a recurring thorn in the flesh of all democratic states, and which has taken root in Gaza and Lebanon. Israel's response of attempting to drive out such a deadly enemy from neighbouring states is entirely justified and reasonable. Any country faced by neighbours dedicated to its destruction would do much the same. Yes, there are civilian casualties in the conflict, but there always are in war. To oppose Israel’s campaigns in Gaza and Lebanon is in fact to lend covert support for terrorism, and a form of antisemitism, because it challenges the right of Israel, and the Jewish people, to self-determination and self-defence.

Yet there is another other story, which runs thus: At the time of its founding in 1948, the pioneers of the state of Israel committed an original sin which has plagued it ever since - its expulsion of much of the indigenous Palestinian population from the land in the Arab-Israeli conflict which followed the founding of the state. Ever since then, Israel has sought to subjugate the remaining Arab population, treating Palestinians within its territory as second-class citizens. Since 1967, it has illegally occupied the West Bank and Gaza, denied Palestinians basic rights of civic equality while enabling and encouraging Jewish settlers to gradually steal land which is recognised by the United Nations as Palestinian. Within Israel and the Occupied Territories, Palestinians find it harder to get building permits, to find jobs, to be properly represented in parliament or to have opportunity for education. Therefore, it is not surprising that that the simmering resentment such treatment provokes leads to occasional resistance such as in the intifadas of the 1990s and 2000s, the election of Hamas in Gaza, and even the attacks of October 7th. Israel regularly accuses anyone who criticises its policies of antisemitism, using it as a shield to hide its mistreatment of the Palestinian minority. It has used the occasion of the October 7th attacks to launch a massive assault on Gaza and now southern Lebanon, regardless of the civilian casualties. The result is, at least in Gaza, a humanitarian disaster which will takes, years, even decades to resolve.

Which of these narratives do you believe? Depending on a whole set of other commitments you probably resonate with one or the other. If you are more left leaning you probably favour the Palestinian account. If your instincts are more right-wing you will tend to favour the Israeli one. And I’m sure you can pick holes in the opposite narrative if you want to.

Christians fall on both sides of this debate. Christian Zionists tend to see the emergence of the State of Israel as a fulfilment of Biblical prophecy that God would one day bring the Jewish people back to the land from which they were exiled in the distant past. Supporters of the Palestinian cause point to the Bible’s injunctions towards justice, its regard for the poor and oppressed, and to Israel’s Old Testament calling to look after the alien within their nation. Surely Israel has a duty to treat the Palestinians within their borders as equal citizens?

To love your enemy does not mean to pretend that your enemy is a friend - at least not yet.

So, does Christianity bring anything to this conflict? Or is it just as divided on this issue as anything else?

One the most distinctive notes in the teaching of Jesus is his remarkable and unprecedented, some would say ridiculous call to love your enemies and pray for those who persecute you. It was - and is - standard human behaviour to love your family and friends. It's more of a stretch to love your neighbours who happen to live next door. It's a whole different ball game to love your enemies. The phrase trips off the tongue as one we know well, yet how could it ever be possible for Israelis to love or pray for Hamas fighters, or the inhabitants of southern Lebanon to love the nation across the border to the south that is shelling them each day?

I cannot even begin to imagine that. Yet closer to home, how does this idea of love for enemies effect our approach to these two stories, held so passionately on both sides of the debate? I first visited Israel/Palestine in 1989, in the middle of the first Palestinian ‘intifada’ or uprising against Israeli occupation. I stayed in east Jerusalem with Christian Palestinians and heard and saw first hand their feeling of resentment at being treated as inferiors in a land which had, they claimed, until the ‘Nakhba’, or ‘Catastrophe’ of 1948, been theirs for centuries. I came back full of righteous zeal for the Palestinian cause and would talk to whoever would listen about the injustice of Israeli treatment of the Palestinian people. I wanted people to imagine what it would feel like to know your family’s ancestral land was taken at gunpoint in 1948, to have to go through humiliating checkpoints to get to work, to have a neighbouring Jewish settlement harass your children and family, trying to get you to leave your home, so they can take the land, with little or no support from your own government or the police. And, in many ways, I still do.

Yet over the years, and on numerous visits back to the Holy Land, I’ve gradually begun to try to see the story from the other perspective as well. Listening to the voices of Jewish people both in Israel and here in the UK, I've tried to imagine what it would feel like to be part of a people that has been hunted down in pogroms stretching back into a shameful past, including the expulsion of Jews from Arab countries in the twentieth century and the attempt of a modern European state to exterminate that people entirely. I've tried to understand their hope in the state of Israel as a place of security and their desperate need for it to survive and thrive as a place where Jews can feel safe, even as real antisemitism does from time to time raise its ugly head elsewhere in the world. Alongside Palestinian memoirs such as those from Sari Nusseibeh and Elias Chacour, I read Jewish writers such as Alan Dershowitz and people like Ari Shavit who captures the dilemmas of liberal Israelis caught between lamenting the expulsion of the Arabs in 1948, yet enjoying the fruits of that period in the present.

I still yearn for Palestinian friends to find peace and equality, but realise that like so many enduring issues in world politics – it’s complicated.

To love your enemy does not mean to pretend that your enemy is a friend - at least not yet. Many people reading this will have passionate commitments to one story or the other. Yet surely to love our enemies does mean to try to begin to see the story from another perspective, to try at least to put yourself in the shoes of the other, to entertain for a moment a little bit of doubt about the certainty of your own moral case.

Loving your enemy might well be a ridiculous, impractical idea. Yet the alternative is hardly turning out well.

It is what some within the land of Israel have tried to do. Salim Munayer and Lisa Loden are, respectively, Palestinian and Jewish Christians. Their book Through My Enemy’s Eyes tries to do just that – showing how Palestinian and Jewish Christians read the same Bible through different lens, and beginning to imagine how some form of reconciliation might be possible. Organisations like Musalaha and Telos are trying to buck the trend, helping each side meet the other and begin to imagine what reconciliation might look like.

Loving your enemy might well be a ridiculous, impractical idea. Yet the alternative is hardly turning out well. If Israeli radicals were to succeed in expelling all Palestinians from the West Bank or Gaza, or Hamas / Hezbollah were to succeed in expelling the Jews from Israel - Neither is a solution that speaks of justice.

It is hard to imagine any progress towards peace without something of this attempt to try to understand a different perspective. You cannot build peace without being a peacemaker – a figure often misunderstood, but according to Jesus, also strangely blessed. Whatever side you are on, perhaps you have a moral duty to make every effort to understand the other. Unless we do, we cannot begin to help resolve this most intractable and dangerous of global problems.