This presentation takes a semiotic and dramaturgical understanding of George Ritzer's enchantment thesis to examine how consumption is enticed through the emotions and perceptions of being within a community. Specifically, I will draw from cultural and interpretive sociology and zoosemiotics, focusing on contemporized works of Émile Durkheim and literature surrounding Jakob von Uexküll's Umwelt theory. I will demonstrate how nonhuman animals are used as totems, which here function as enchantment, creating a drive for consumption via the construction of consumer communities to focus and construct collective emotions and meanings towards consumption. These consumer communities, however, are ultimately unsustainable, lacking the wider processes and structures actual communities, or communitas, require. I will illustrate this with examples of Thompson, Manitoba and its use of wolves to construct a 'wolf economy' and the economic system's ultimate failure due to an inability to refocus meanings and emotions towards the totemic wolves, as well as a lack of wider community institutions to stabilize such relations. I will also use Umwelt theory and zoosemiotics to demonstrate how the attempts to use wolves as enchantment were too removed from wolf Umwelt. Thompson residents were too knowledgeable about wolf Umwelt and behaviour to find the emotions and meanings, being constructed by the 'wolf economy', believable and relatable.