Brand Jesus: Christianity in a Consumerist Age

by Tyler Wigg Stevenson

In this provocative book, the author argues that American Christianity, especially evangelicalism, has been corrupted by the dominance of consumerism in modern life. The church's mostly uncritical adoption of this secular condition has resulted in an idolatrous morphing of the message of Christ into just another brand. With Brand Jesus , Wigg Stevenson names the growing concern felt by many Christians at the commodification of their faith. Using Paul's letter to the Romans as a starting point, Wigg Stevenson 'reads' the letter to today's church, speaking to our consumerist situation through the parallels with Paul's Rome. Though rooted unapologetically in a love for the church, Brand Jesus does not shy away from provocative claims about the melding of Christian faith and consumer ideals; the rise of market-driven theology; the blurring boundaries between the law and religion; and other topics. Wigg Stevenson describes the current situation of both church and society and issues a challenge to When faith is a product for consumption, how can the church be faithful to Christ as living Lord, instead of as Brand Jesus?

256 pages, Paperback

First published May 1, 2007

Reviews

[Donald McKinnon · Rating 5 out of 5]

I read this book for a class in college, and it was really a well thought out argument about how Christianity has become a brand in American consumerism. Stevenson uses Romans for his argument, and points out that just cause you wear a "GodTube" t-shirt, doesn't mean you are the best representative of God. It really makes you rethink buying somethings from your local Christian Bookstore or even Walmart.

[Michael Miller · Rating 4 out of 5]

In Brand Jesus, Tyler Stevenson, takes on consumerism’s influence on the church and Christians’ often unconscious capitulation to it. Rather than taking the easy path of fulminating against materialism and greed, Stevenson examines the pervasiveness of consumer culture and its infiltration of all areas of life. His point is that there is something wrong with a gospel that so easily integrates into contemporary consumer culture, that so underestimates the power, pervasiveness and effects of consumerism. We are tempted to make God into a commodity and Christianity a mere lifestyle. In the process, we become nothing more than a demographic.
He places much of the blame with cheap grace, easy believe-ism conversion. As a marketing strategy, the merchants of Brand Jesus sell a quick and easy, no-strings-attached conversion experience. There is no rebirth or transformation, other than perhaps new buying habits to be exercised at the local purveyor of Christian paraphernalia.
Much of the book is based on his (sometimes idiosyncratic) reading of Romans 1 and 2. We who live in a superpower have something to learn from Paul’s letter to the superpower of his day, Rome. He is at his best in his concluding remarks from Rom 12:1-2. Simply put, we must stop conforming to the world, which for us means mammon worship in the form of consumerism. Instead we must be transformed: become interdependent within the local body rather than self-serving individualists; be self-denying rather than buying into the unbiblical understanding that my money is mine to do with as I please; be historical and see yourself as part of a much bigger story of the church throughout history; and be courageous in leading the life the savior commands.
Stevenson’s book starts a bit slow, his reading of Romans is sometimes strained, but he gains speed about halfway through and finishes very strong.

[Royce · Rating 5 out of 5]

I. Past and Present
As Americans, we inherit a story that says all inherited stories, no matter where you come from, pale in comparison to the power of freedom in this country.

Now we want the brands to cater to us as individuals. We want brand names customized.

II. America
We're not believing in consumerism per se, but in the whole sinful order of the fallen world, to which we sold ourselves into bondage.

III. Church
For Brand Jesus to be a viable commodity... the transaction must be completed at a price. If you have spent any time in Christian circles, you will have been asked about the moment of your salvation. The most common way in which this is asked of you will describe Jesus Christ in the form of a commodity: "When did you accept him as your personal savior?"

IV. Brand Jesus
There are a number of interconnected reasons why it is unsurprising to see the widespread consumerization of American Christianity today. The first reason is doubtless, the exclusive focus on salvation that in many churches comes at the expense of discipleship and sanctification.

V. Fast and Pray
In a consumerist age, therefore, the transformation through the renewal of our minds seems to me to be the very act of commitment to a church family and history that transcends our own time and place... One of the most insidious of all consumerist traits is the inability to have personal commitments to anything other than the space of one's own life... So... the positive step of renewal is taken through a commitment to the church whose elders preceded us and whose children will survive us.

[Will Acuff · Rating 5 out of 5]

Great argument mapped out well. Applicable to anyone concerned with the state of Modern American Christianity.