Consumerism in Church
Consumerism Over Character
Generally, character development is not the central concern in church. It only commands immediate attention during a sudden crisis such as a divorce, the revelation of an addiction, an interpersonal conflict, etc. Dallas Willard has termed this, “the gospel of sin management” (Willard 1997:41). In this way, basic character in church could be called the absence of crisis.
So, if you simply attend church regularly and operate below the crisis radar you’re assumed to be of good character. Additionally, if you actually serve in the church regularly people will assume you may possess excellent character. Everyone knows you may not – but there are no alternatives in the prevalent church model, partly because we’re afraid of succumbing to a works-based righteousness.
This anemic understanding of character, set within an attractional model and combined with the assumption that discipleship is optional, produces a consumer faith. We choose our church based on the entertainment quality of it’s main event, we receives a passive and disembodied form of salvation, and then partake of various goods and services based on our strongest current desires.
This is how we sell church in America; rock bands, funny preachers, cool cafe lounges, richly merchandised bookstores, and McDonald-land playgrounds.
To make this commercialized approach to church more reliable – and more profitable – there are even branded franchises for everything from sunday school curriculum, to financial planning, to professional counseling, to the selling of Godly coffee. However, since deep discipleship and character development are generally believed to be entirely optional by both leaders and attendees, savvy marketing is required to create a vacuum of felt-needs which these professionally-produced programs promise to fulfill.
The result is a shallow, consumer-oriented Christian whose loyalty to Christ resembles a kind of brand-loyalty, akin to one’s loyalty to Nike or Apple. Since the “Jesus” brand can be found virtually everywhere in America, the consumer’s “retail” loyalty shifts rapidly whenever a better church “retailer” becomes available:
- Don’t like the preacher? No problem, there’s a better one up the street!
- Worship band suck? No problem, there’s a hot band at the new church around the corner!
- Kids bored? Not to worry! The youth and children’s pastor at the mega-church across town is high-energy, funny, and willing to stick straws up his nose in order to keep your kids blissfully entertained.
- Don’t like driving across town? No problem! There’s a convenient new campus around the corner where they pipe in the preacher on a big-screen video feed.
Church is now just another business competing in the marketplace for your consumer dollars. It’s not hard to figure out who wins – whoever provides the best product at the lowest cost always earns the most customers.



Great line: “So, if you simply attend church regularly and operate below the crisis radar you’re assumed to be of good character”
Character development is difficult, messy, and involves periods of tension and unrest. I often feel the pressure in church to reach a state of “homeostasis” or being “spiritually OK” (or even GREAT). If I am bold enough share that I am changing, transforming and developing in my life, the sentiment I get in response is something along the lines of “We hope you find the answer soon,” and “It will all be worked out in the end.” Character development is continual, and so I’m not interested in finding a static, OK spirituality.