Marketing and Management Thoughts

Only 50% of people surveyed believe that Americans are implicitly christian as it has long been believed (Just as the trend is for someone born in India to be Hindu). This was slightly surprising since  75.2% (51.3% Protestant, and 23.9% Catholic – CIA:FB) of Americans are self proclaimed Christians.

This means that there is a cynical attitude forming in the hearts of American Christendom towards those around us. To further prove this point, the Barna Group reported on the people responsible for the lower demographic as:

Two-thirds of evangelical Christians (64%) and three out of every five Hispanics (60%) embraced that position, making them the groups most convinced of the shift in America’s default faith… People who said they are politically conservative, however, saw things differently than did the rest of the country: a slight majority of conservatives claimed that Christianity remains the natural choice of most Americans.

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Christianity Today posted an article by Tyler Wigg-Stevenson today titled “Jesus is not a Brand“. He basically explains over 8 pages that because the message and hope of Christ is so superior to that of our consumerist culture that we should handle this message in a special way. In more or less terms, he plays the God card and tells us that it’s blasphemy to market Jesus/Church/Christianity (on the middle of page 4).

Tyler Wigg-Stevenson’s Argument

His four main points boil down into (in my summary):

1. The christian life is about Grace and Love not your personal goals, so we can’t sell you something to help you attain your goals.
2. Since consumerism is based on perpetuating discontentment and satisfaction from new purchases, marketing the church follows the same model. This doesn’t reflect the biblical push to find contentment in God alone (IE not needing anything but God for our contentment).
3. Brand Relativism (um, commonly known as Brand Affiliation or Brand Association) leads people to believe that something is better than something else when they are just cars, cities, and computers. The only difference is preference. Thus ‘spiritual shoppers’ think of Christianity as only one option among many.
4. Fragmentation/Niches that are the focus of marketing campaigns are the reason for the distention and lack of unity in the church. Because we market to individual groups in relevant ways (that likely don’t appeal to everyone) we are conforming to the pattern of the world.

His conclusion cutting it down, but never the less in his words.

Consumerism is here to stay. The habits described above—self-creation, discontent, relativism, fragmentation—will become more dominant, not less, in years to come. That’s the way of the globalized economy and ascendant transnational commercial interests. We cannot defeat our situation; we can only seek to live faithfully in it…

But problems begin when we define the church as a whole using a comparison that just describes one of its attributes: i.e., treating the church as a business with a brand to promote. And then, even though there are all sorts of ways the church isn’t like a business, we begin to employ all the tools of commercial enterprise as though we were paying the body of Christ some compliment by treating it like a Fortune 500 company, with a bottom line, investor returns, supply chain, CEOS, market share, and so on. If we treat the gospel like a commodity, can we fault nonbelievers for thinking that the cross is just another logo?

My Response

While I have loads to say about his 8 page article, I will be brief, if anyone wishes me to write more on any point please simply ask in the comments section.

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There was an article posted to the Times Online website (from our friends across the pond in England) titled “As an atheist, I truly believe Africa needs God” by Matthew Parris.

It’s a pity, I would say, that salvation is part of the package, but Christians black and white, working in Africa, do heal the sick, do teach people to read and write; and only the severest kind of secularist could see a mission hospital or school and say the world would be better without it. I would allow that if faith was needed to motivate missionaries to help, then, fine: but what counted was the help, not the faith.

But this doesn’t fit the facts. Faith does more than support the missionary; it is also transferred to his flock. This is the effect that matters so immensely, and which I cannot help observing.

This was such an interesting article because of the perspective it comes from, an atheist who grew up in Africa and how he has recognized the correlation between the works of faith, and faith itself. Could be potential sermon illustration.

Mr Parris goes on to describe his observations to back up the statement above and I highly recommend finishing the article.