Here is an excerpt from an excellent article posted on the Out of Ur Christian Leadership Blog.

Christian critiques of consumerism usually focus on the dangers of idolatry - the temptation to make material goods the center of life rather than God. The problem is not consuming to live, but rather living to consume.

The problem is not consuming to live, but rather living to consume…One’s identity is now constructed by the clothes you wear, the vehicle you drive, and the music on your iPod. In short, you are what you consume.

When we approach Christianity as consumers rather than seeing it as a comprehensive way of life, an interpretive set of beliefs and values, Christianity becomes just one more brand we consume along with Gap, Apple, and Starbucks to express identity. And the demotion of Jesus Christ from Lord to label means to live as a Christian no longer carries an expectation of obedience and good works, but rather the perpetual consumption of Christian merchandise and experiences - music, books, t-shirts, conferences, and jewelry.

Approaching Christianity as a brand (rather than a worldview) explains why the majority of people who identify themselves as born-again Christians live no differently than other Americans.

As a result, choosing a church today isn’t merely about finding a community to learn and live out the Christian faith. It’s about “church shopping” to find the congregation that best expresses my identity. This drives Christian leaders to differentiate their church by providing more of the features and services people want. After all, in a consumer culture the customer, not Christ, is king.

This is such a relative issue. It stirrs me of the importance of living the fasted lifestyle in all areas of life - chosing to give our money to the Kingdom rather than affording ourselves all the luxuries our credit card will allow us. Knowing that we are living for and investing into another age; not this one.

[Link via Chris]