When we approach Christianity as consumers rather than seeing it as a comprehensive way of life, an interpretive set of beliefs and values, Christianity becomes just one more brand I consume, along with Gap, Apple, and Starbucks, to express my identity. And the demotion of Jesus Christ from Lord to label means to live as a Christian no longer carries an expectation of obedience and good works, but rather the perpetual consumption of Christian merchandise and experiences—music, books, T-shirts, conferences, and jewelry. Approaching Christianity as a brand (rather than a worldview) explains why
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