How many advertisements do you think you are exposed to every day? The New York Times reports that every day, every American is exposed to 3,500 "desire producing advertisements."
We live in a culture that seeks to stimulate our desire to have things we didn't know we needed or wanted. The world of advertising/marketing strives to stimulate your desire to buy, by stirring up our unhappiness and inciting dissatisfaction when we realize we don't have something.
And of course, tied with every product is the promise of enjoyment and happiness (when you own that product or experience).
Hand in hand with this cultural way, is an economic system of buying now what you can't afford through the use of credit cards and delayed payment. We delay payment so we do not have to delay gratification. This comes with an inflated cost due to compound interest and an eventual burden of debt that makes us unhappy which then fuels our need to buy something else to cheer us up.
Jethani says, "Although lack of self-control has always plagued humanity, for the first time i history an economic system has been created that relies on it."
Consumption is a way of life.
After 9/11, we were encouraged not to let the terrorists win. They would win if we changed our spending, shopping habits. President Bush proclaimed to the terrorists that Americans would continue to "fly and buy."
In our current economic crisis, the last thing the powers that be (i.e. principalities of business and government) want us to do is cut back on our spending. Our economy needs jump-started with a new wave of spending. (Excuse me - isn't that what got us in this bind in the first place?!?)
Remember, from yesterday, that I said it is not that being a consumer/customer is wrong. What is wrong is the way we are now engaging in those activities.
And the world of faith and church has not been immune.
Here is what every Christian leader knows (or should know:
(1) Whether we like it or not, the person sitting in the pew is a customer/consumer and they expect the church (or para-church, or whatever) to provide what it is they are looking for.
(2) We know that if we do not provide it, there are others who will. And as in most things, you can take your "spiritual business" elsewhere.
(3) We also know you want and expect the latest and the best. We know the customer is naturally a critic.
(4) And if we are really good at all this, we figure out how to "brand" our product so it is even more recognizable, marketable and profitable.
Our strategies may vary widely.
We may decide that we don't care what you think you want. We will give you what we think you need.
We may decide that we must work very hard to change you as the customer/consumer so that you come to want, what we are providing.
Or we may just give in and cater to things the way they are and give you want you want.
There may be other options, but these are the ones that come to mind right now.
What I believe is that this reality is true for the church of modernity and post-modernity. It is true for the evangelical church and the emerging church.
Rob Bell knows exactly what his customers want. So does Brian McLaren. So does Bill Hybels and Rick Warren and Andy Stanley and Joyce Meyers and John Maxwell and Benny Hinn . . . And so do the people who market their products! You can also bet that each of those individuals gets regular reports on how well their products sell... how large the numbers of customers are at their events..
Every individual I mentioned, even though they each have strong personal convictions about what is right and true, also know their audiences have expectations and wants. And they design their offering to provide what is wanted. Then the world of Christian marketing and merchandizing kicks in to both promote and deliver that product, not to mention, make a profit off of it.
At what point do we lose our soul to the machine of Christian commerce?
By the way, it is more than a little ironic that SKye Jethani, who launched this conversation for me (and who had some profound things to say about it), is right in the center of the Christian marketing enterprise with his role at Christianity Today. For example, just click here to go a blog he does and see it surrounded with a plethora of advertising... all designed to appeal to (OR) stimulate your needs.
Hmmm.... this is starting to sound like a Rant and Rave, and I try to do those only occasionally.
As you can tell, I don't pretend to have good answers to this. I'm just glad if I can be one of those spreading a little more awareness of the situation/problem.
Hey, this is one issue I would love to hear some of your thoughts.
Is the church becoming too consumerist?
Are Christians becoming just like the culture around us?
How are you doing on these things?
Brian K. Rice
Leadership ConneXtions International
www.lci.typepad.com



