Many churches now have their own cool logos. All of the large or mega-churches have their own well-defined brands and well-oiled marketing departments. Clearly, God is not doing enough to disseminate his (or her) message — God needs help from ad agencies and marketing departments. Modern day evangelism is not only a big business, it’s now a formalized business process, with key objectives, market share drivers, growth strategies, metrics and key performance indicators (KPI) — just like any other corporate franchise.
But some Christians believe that there is more (or, actually, less) to their faith than neo-evangelical brands like Vine, Gather, Vertical or Prime. So, some are shunning these houses of “worshipfotainment” [my invention, dear reader] with high-production values and edgy programming; they are forgoing mega-screens with Jesus-powerpoint and heavenly lasers, lattes in the lobby and hip Christian metal. A millennial tells his story of disillusionment with the McChurch — its evangelical shallowness and exclusiveness.
From the Washington Post:
Bass reverberates through the auditorium floor as a heavily bearded worship leader pauses to invite the congregation, bathed in the light of two giant screens, to tweet using #JesusLives. The scent of freshly brewed coffee wafts in from the lobby, where you can order macchiatos and purchase mugs boasting a sleek church logo. The chairs are comfortable, and the music sounds like something from the top of the charts. At the end of the service, someone will win an iPad.
This, in the view of many churches, is what millennials like me want. And no wonder pastors think so. Church attendance has plummeted among young adults. In the United States, 59 percent of people ages 18 to 29 with a Christian background have, at some point, dropped out. According to the Pew Forum on Religion & Public Life, among those of us who came of age around the year 2000, a solid quarter claim no religious affiliation at all, making my generation significantly more disconnected from faith than members of Generation X were at a comparable point in their lives and twice as detached as baby boomers were as young adults.
In response, many churches have sought to lure millennials back by focusing on style points: cooler bands, hipper worship, edgier programming, impressive technology. Yet while these aren’t inherently bad ideas and might in some cases be effective, they are not the key to drawing millennials back to God in a lasting and meaningful way. Young people don’t simply want a better show. And trying to be cool might be making things worse.
You’re just as likely to hear the words “market share” and “branding” in church staff meetings these days as you are in any corporate office. Megachurches such as Saddleback in Lake Forest, Calif., and Lakewood in Houston have entire marketing departments devoted to enticing new members. Kent Shaffer of ChurchRelevance.com routinely ranks the best logos and Web sites and offers strategic counsel to organizations like Saddleback and LifeChurch.tv.
Increasingly, churches offer sermon series on iTunes and concert-style worship services with names like “Vine” or “Gather.” The young-adult group at Ed Young’s Dallas-based Fellowship Church is called Prime, and one of the singles groups at his father’s congregation in Houston is called Vertical. Churches have made news in recent years for giving away tablet computers , TVs and even cars at Easter. Still, attendance among young people remains flat.
Recent research from Barna Group and the Cornerstone Knowledge Network found that 67 percent of millennials prefer a “classic” church over a “trendy” one, and 77 percent would choose a “sanctuary” over an “auditorium.” While we have yet to warm to the word “traditional” (only 40 percent favor it over “modern”), millennials exhibit an increasing aversion to exclusive, closed-minded religious communities masquerading as the hip new places in town. For a generation bombarded with advertising and sales pitches, and for whom the charge of “inauthentic” is as cutting an insult as any, church rebranding efforts can actually backfire, especially when young people sense that there is more emphasis on marketing Jesus than actually following Him. Millennials “are not disillusioned with tradition; they are frustrated with slick or shallow expressions of religion,” argues David Kinnaman, who interviewed hundreds of them for Barna Group and compiled his research in “You Lost Me: Why Young Christians Are Leaving Church .?.?. and Rethinking Faith.”
My friend and blogger Amy Peterson put it this way: “I want a service that is not sensational, flashy, or particularly ‘relevant.’ I can be entertained anywhere. At church, I do not want to be entertained. I do not want to be the target of anyone’s marketing. I want to be asked to participate in the life of an ancient-future community.”
Millennial blogger Ben Irwin wrote: “When a church tells me how I should feel (‘Clap if you’re excited about Jesus!’), it smacks of inauthenticity. Sometimes I don’t feel like clapping. Sometimes I need to worship in the midst of my brokenness and confusion — not in spite of it and certainly not in denial of it.”
When I left church at age 29, full of doubt and disillusionment, I wasn’t looking for a better-produced Christianity. I was looking for a truer Christianity, a more authentic Christianity: I didn’t like how gay, lesbian, bisexual and transgender people were being treated by my evangelical faith community. I had questions about science and faith, biblical interpretation and theology. I felt lonely in my doubts. And, contrary to popular belief, the fog machines and light shows at those slick evangelical conferences didn’t make things better for me. They made the whole endeavor feel shallow, forced and fake.
Read the entire story here.