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Attention
Creed
Weirdness
6 min read

Making vows: How binding promises can lead to true freedom

We make all kinds of vows - to marriage promises, to keep up subscriptions, some even make a vow to live a monastic life. Alex Hughes explores what motivates a vowed life and its often counter-intuitive commitments.

Alex Hughes is Archdeacon of Cambridge in the Diocese of Ely.

A monk in a wheekchair works on an icon in an art studio. In the foreground is a completed icon.
At Mucknell Abbey, an Anglican Benedictine community, Brother Michäel paints an icon.

Quid petis? (What do you seek?) 

What will you commit to, and for how long, and at what cost or for what benefit? And how will you structure your life in order to fulfil your commitments?  

These questions touch on the very mundane – gym membership, streaming subscriptions, etc. – and the most serious aspects of life, such as romantic partnerships and career moves. Do you decide these matters in accordance with an overarching philosophy of life or by some golden rules you follow?  

The same questions are faced with momentous intentionality by people in religious communities. According to ancient tradition, admission to the religious life begins with a ritual answer to the question, “Quid petis?”, and the community rule ensures that its pattern of life supports and fulfils the quest. 

The question of what we most want in life rarely leads people to become a monk or a nun. For most of us it seems impossible to believe that personal fulfilment could be found within the limits of a strictly vowed life. And yet, more people live under religious vows than you might first imagine.  

The notion of a binding, life-long commitment is still quite an alien thought.

The most common vows in many Christian traditions are made at baptism, confirmation and marriage; as well as ordination vows for those who become clergy. But even if this makes the idea of a vowed life a little more familiar, the notion of a binding, life-long commitment is still quite an alien thought. However, a new book on The Vowed Life in the Anglican Church argues that not only do vows demand more attention within the church than they seem to have garnered recently, but they are actually a point of considerable interest and allure to those outside the Church and may be seen as liberating and life-giving for those who undertake them. 

In his most famous sermon (the Sermon on the Mount), Jesus says:  

“Where your treasure is, there your heart will be also.”  

.At first, this seems counterintuitive. Surely he meant to say:  

“Where your heart is, there will your treasure be also”?  

I don’t think so. There is a romantic idea that people follow their hearts, but if that were the case, advertising would be a fool’s errand. Advertisers know very well that our hearts’ desires are unstable and that they are easily attracted by the treasures of beauty, wealth, fame and so on. And most of us will have had the experience of being led to desire something – a flashy car, a bigger house, a better job, a sexier partner – only to discover that the treasure that captured our hearts does not bring the lasting satisfaction for which we yearned. At the heart of religion is the belief that God is the treasure we seek; that only God can truly satisfy our deepest desire. For Christians, this does refer to the future - to “treasure in heaven” - but not only to that; or at least, not in a simple way. This is where vows come in. 

Our identities, including the pattern of our desires, are to an extent given, not self-made. 

Probably the most puzzling of all religious vows are the ones made by parents and godparents for children at their baptism. How can anyone make a vow by proxy? How can anyone dare to make a vow on behalf of someone else? Surely everyone, especially children, should be free to make their own decisions? Well, it is certainly true that vowing a child to Christian life goes against the modern ideal of the autonomous human subject who freely makes unconditioned choices for themself. But anyone who has ever raised a child will know that whatever its critical benefits, it is also a myth.  

Parents make multiple significant decisions about how their child will grow up, and those decisions have a deep and lasting effect on the child, for good or ill. Such formation is inescapable and no one, not even with the help of skilful introspection or expert psychoanalysis, can step outside their personal history and make unconstrained choices about who they become. Our identities, including the pattern of our desires, are to an extent given, not self-made. This remains true even in the light of postmodern resistance to the idea that people have a fixed identity, rather than one that changes and shifts as it is performed, since the performance does not arise ex nihilo (out of nothing). We are, as Heidegger said, “thrown” into life: we are conditioned, contingent, and no achievement of individual can release us from that. 

In the first act of King Lear, as his faculties begin to unravel, the king famously asks:  

“Who is it that can tell me who I am?”  

Christians answer this with reference to the voice of God discerned in the Hebrew scriptures:  

“I have called you by name; you are mine.” 

These words are spoken to those who are confirmed, when they renew their baptism vows, which (as I have said) were often made for them when they were too young to speak for themselves. The invitation at confirmation is to take mature responsibility for those solemn promises, which is easier to understand than the earlier vows made by proxy. But even this is not entirely straightforward, because while someone might joyfully receive the gift of a God-given identity – “I have called you by name” – which is not subject to successful performance, how could anyone agree honestly with the divine claim, “you are mine,” since even the greatest saint knows that their daily performance is largely governed by self-interest? This leads us to the crux of the vowed life, where we can begin to see how it is possible, and even desirable, to bind oneself to something despite the risk of failure. 

This is the deep context of our lives, into which we are “thrown,” not by blind chance but by divine choice. 

I have already alluded to the matter of choice in our lives and the conflicts that may arise between a religious, a modern and a postmodern perspective; but there is something more, and much more important, to be said from a Christian point of view. The Christian view is that it is not so much our choice about God that matters than God’s choice about us. God chose to create the world and God chooses each one of us, which is the only choice that matters ultimately. This is the deep context of our lives, into which we are “thrown,” not by blind chance but by divine choice. Fundamentally, therefore, all religious vows are about choosing to be who we already are; choosing to live as one who has been chosen by God. Every other choice is made in this light so that whatever happens, no matter what choices we make in the future, good or bad, God’s fundamental choice of us never changes. And the experience of living under this promise is one of liberation.  

The (post-)modern ideal of complete personal freedom necessarily entails total responsibility, so that the overall success or failure of our lives lies in our hands alone. Perhaps a few narcissistic individuals can easily accept this – “He was a self-made man, and he worshipped his creator!” – but it is a heavy burden of responsibility. The religious alternative does not deny the importance of responsibility - the Bible is concerned from beginning to end with the demands of justice and righteousness - but it does not make our performance the final measure of our worth, and therefore of our identity. If we have bound ourselves to the identity God gives, any account of ourselves such as, “I am a failure … a loser … a disappointment” is covered by “I am a beloved child of God”. It is by living into the divine indicative – “I have called you by name” – that we can begin to let go of self-reliance and welcome and inhabit the sustaining power of God’s “you are mine”.  

For sure, the idea of binding, life-long promises may be countercultural today but, rightly understood, they can be seen as joyful and liberating. Those who seek this way of life seek a heavenly treasure that enriches life at every step. 

  

Further reading

The Vowed Life, eds. Sarah Coakley & Matthew Bullimore (Canterbury Press, 2023) 

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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.