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.

Article
Comment
Leading
Politics
5 min read

Canadians are riled up: who's got the plan to meet the moment?

A restless nation looks to what’s next.

Emerson writes on geopolitics. He is also a business executive and holds a doctorate in theology.

Ice hockey players fight in front of a goal
Canadian and American hockey players fight it out.

Canada is on edge. The world feels more volatile than it has in years, and at the center of the political storm is the looming presence of Donald Trump. With a Canadian election called this past Sunday, Canadians are fixated on a single question: who among our leaders is best equipped to deal with the return of Trumpism?  

It is not just about diplomacy; it is about defining Canada's role in a world that is growing more uncertain by the day. 

Right now, two figures are in competition: Mark Carney and Pierre Poilievre. They are, in many ways, opposites. Carney, with his economic expertise and international standing, represents a polished, globally respected leadership style. Poilievre, by contrast, channels raw frustration, presenting himself as the anti-establishment fighter ready to take on both the political elite and external threats.  

The country is divided, with polls showing both men running neck and neck. The choice before Canadians is not just about policy; it is about the kind of leadership style they believe can best meet the challenges ahead. 

Canadians are restless and want a leader with a clear plan - a person who is willing to fight but who also has a strong, actionable vision for the country. Empty rhetoric will not suffice; voters want substance behind the message. They want to know that the elected leaders - and their team - can actually deliver.  

This moment demands a different kind of leadership, one grounded in values and virtues that resonate with Canadians. This is because Canadians want to know that their next leader has substance, given the lack of this over the last decade.  

Among these, community stands out as essential. Communities are not just social units; they are the backbone of resilience. In times of crisis, as I argued in a previous article Canada’s Long Hot Summer, strong communities determine whether a nation weathers the storm or succumbs to decline.  

The plans devised by the Federal government, and in partnership with Canada's thirteen provinces and territories, will need to be delivered at the community level. It will not be government bureaucracies but rather communities pulling Canada through upcoming challenges.  

Community is not just about togetherness - it is about shared responsibility and the willingness to take action. Historically, the strength of Canadians comes from pulling together in times of crisis, not from passive compromise. We built our communities with a sense of collective responsibility, recognizing that our prosperity depends on our willingness to support our neighbors. 

Canadians respect leaders who fight for their values while delivering results. In hockey terms, we admire the hard-working, two-way player who battles in the corners and delivers when it counts - not someone who plays a careful, neutral game. A leader who embodies that spirit, who presents a clear, actionable plan for Canada’s future, will resonate deeply with voters.  

Indeed, the last ten years for Canada have been anything but this: all words and no action.  

There is therefore a delicate balance between channeling people's justified frustrations and a focus on presenting a better future.  

Now is the time to reflect on individual and shared values and virtues. My own personal and political values are those of integrity, honesty, pluralism, self-reliance, ingenuity, and a commitment to protecting the most vulnerable. Values and virtues are not abstract ideals; they are practical necessities in a rapidly changing world.  

For instance, integrity means acting in accordance with one’s principles and delivering on promises. Honesty is about telling hard truths, even when they are inconvenient. Pluralism acknowledges the richness of the Canadian people and the need for different perspectives at the decision-making table. Self-reliance is not about isolation; it is about ensuring Canada can stand on its own economically and politically without over-reliance on others. Ingenuity is about fostering a culture of innovation that keeps Canada competitive in an era of global transformation. And protecting the vulnerable is not charity - it is about creating a country where everyone has the opportunity to contribute meaningfully. 

A leader who can embody these types of principles (or any principles) while also presenting a concrete plan for Canada’s future will resonate with voters. 

While Pierre Poilievre has had difficulty adapting to the election of Donald Trump and is losing ground in the polls to Carney (a previous 20-point lead now reduced to one), he remains in a good position and can achieve victory by adapting his messaging and policies to the world we are in.  

Anger and a focus on the brokenness of Canada is not what Canadians want; dissatisfaction needs to be channeled in a way that is more forward-looking. What can Canadian communities achieve together, based on our shared values and virtues, translating words into actions? Answering this question clearly and authentically is key to Carney's success.

This election is not just about choosing between Carney and Poilievre - it is about what kind of Canada we want to build. Canadians will not be satisfied with vague assurances of moderation or status quo politics.  We do not want the same old, and this is where Carney must be careful - bringing voices into his team from beyond the ancien régime. A plurality of voices is powerful. 

We want a leader who will take decisive action and who brings real change.  

As Canadians, we do not just watch history unfold; we participate in it. We built one of the world’s strongest economies, and now we face the challenge of defending it in an era of deglobalization and shifting alliances. Canada has the resources, the talent, and the spirit to succeed, but we need leadership that understands how to harness that potential. 

The political landscape is shifting, and Canadians are ready for change.  

The question is no longer just who can stand up to Trump; it is who has the plan, the resolve, and the leadership to ensure Canada thrives in an uncertain world. That is the ballot question, and it will define the country’s next chapter. 

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