The Church in Consumerism

The other day I was reading one of my favorite authors and I came across this statement:

“… [W]e must think of ways in which we are products of our own culture.  For example, we do not borrow the idea of consumerism, nor are we influenced by it.  We are consumers because we live in a capitalist society that is built on consumerism. …  Even if we wanted to reject its principles we would find it difficult to identify all its different aspects and devise different ways of thinking.” John Walton (2009; p. 14; emphasis mine).

Often I hear the outcry against consumerism in the church coming from those whose churches or movements are shedding people to other, “hipper” ones—as if it were somehow more noble to remain faithful to the practices of previous generations than to do what’s necessary to reach the prevailing culture (let the reader understand I’ve made this accusation myself).

Here’s the problem, its not a matter of consumerism in the church but the other way around, the church in consumerism. Whether we like it or not, we’re all consumers—and we’re just fine with it (at least in every other area of life).

Our capitalist culture is built on this principle: competition in the market is good because it leads to greater innovation (better products) at a lower cost for the consumer (better value)—it’s an economic survival of the fittest.

What does this mean for the church in a consumer driven culture? A few things come to mind:

1. Unity.  We probably (read, “definitely”) shouldn’t look at other faithful, Christian churches as our competition but rather our partners with whom we compete against anti- or non-Christian worldviews (can we fish for fish instead of fishing for sheep?).
2. Innovation. We must pursue (not just tolerate or embrace, pursue) innovation without compromising Gospel truth.  We need to keep up with how our culture thinks and expresses itself so we can effectively communicate in it.
3. Excellence. We must pursue excellence in everything we do.  While the primary reason for doing this must be to honor God with nothing less than our best, let’s face it, who wants to worship at K-Mart when they can go to a Super Target across the street?

Whether or not we pursue unity, innovation, and excellence others will.  Whether or not others pursue unity, innovation, and excellence we must. Those who do will thrive in this culture, those who do not will prove unfit to survive.

Respond:  How else should the fact that we are all consumers affect the way we do church?