This Is What The World Thinks of Commercial Christianity

Shopping For God by James Twitchell

Religion is now celebrated and shown off like a fashion accessory. We can wear our religious affiliation like a designer logo. But, says James Twitchell, this isn't because Americans are undergoing another Great Awakening; rather, it's a sign that religion providers-that is, churches-have learned how to market themselves. There is more competition among churches than ever in our history. Filling the pew is an exercise in salesmanship, and as with any marketing campaign, it requires establishing a brand identity. Successful pastors ("pastorpreneurs," Twitchell calls them) know how to speak the language of Madison Avenue as well as the language of the Bible.

Editor's note: Hats' off to all the pastors and sleeping congregations who tossed the Bible out ( and members who opposed the change ) and imported the seeker-senstive, purpose-driven and the prosperity self-improvement gospels all in the name of paying the bills and building bigger facilities. The world certainly has the right impression of you.