In his 2004 book The Paradox of Choice, Barry Schwartz tackles one of the great mysteries of modern life: Why is it that societies of great abundance — where individuals are offered more freedom and choice (personal, professional, material) than ever before — are now witnessing a near-epidemic of depression? Conventional wisdom tells us that greater choice is for the greater good, but Schwartz argues the opposite: He makes a compelling case that the abundance of choice in today's western world is actually making us miserable.
Barry Schwartz, a professor at Swarthmore College, points out in his book and in his TED talk how more choices does not make people happier or more content. After listening to his presentation, then reading his book, I was able to understand why people from poor countries can be happier than people in my own country. We have created a consumer culture where choice is paramount, and the customer is always right. “This is what people want” goes the mantra. It may be what people think they want, but actually it is an approach to life that seldom satisfies.
Rather than me trying to explain Barry Schwartz’s thesis in print I suggest you to listen to his TED talk, it takes 20 minutes and is well worth the time spent. For a link to the TED talk click here.
The reason this topic has made it into this list of Reflections on the past 25 years of Ministry is because I think the church has sometimes made the mistake of trying to appeal to people using a consumer culture model and its myriad of choices. In doing so we may have only perpetuated the dissatisfaction with our churches that is the result of too many choices.
The whole concept of church shopping is a relatively new practice. A couple of generations ago people tended to stay with the church of their ancestors, and the way the church functioned was the way the church was and people simply accepted it for the most part. Now people will move about from church to church, staying for a few years then moving on, continuing their search for the perfect church. The problem is that there is no perfect church and all churches will eventually disappoint, to one degree or another.
Larger churches, like the one I serve, have been able to offer a wide range of programs and worship styles because we’ve had the resources. Sometimes we have tried to be all things to all people, assuming that more choice will mean more participation. To a certain extent it does, but offering many program and worship choices also can place us in the realm of consumer culture, which leads not to discipleship, but rather a user mentality. When we offer a catalogue of choices we create a subtle message that says “You can think of the church like you think of a store - come when you need something, stay home when you feel you don’t, and if we don’t offer the exact thing you’re looking for try another store.”
There is a fine line here, between offering a variety of programs that meet a wide range of needs, and trying to offer choices to satisfy everyone. That’s the problem – when trying to offer choices to satisfy everyone we set up unrealistic expectations for everyone involved and that is what leads ultimately to dissatisfaction. The question we face today is "Where is that fine line between enough choices to be inclusive of all people, yet not too many choices that encourage a consumer mentality and ultimate dissatisfaction?"
I am not suggesting the church be as limited as Henry Ford once was, saying famously “Any customer can have a car painted any colour that he wants so long as it is black.” There does need to be variety, but also there needs to be an attempt to be realistic in what we can offer, and what we should offer. We also should be cautious in imitating the consumer culture, a culture that encourages individual greed and entitlement over cooperation and responsibility to the community.
To adapt John F. Kennedy’s famous line from his inaugural speech: “Ask not what your church can do for you, ask what you can do for your church.” This is a shift from a membership model to a discipleship model. This moves the emphasis away from a consumer approach, with its unrealistic demands, to a far more healthy emphasis on relationship and service. If there is to be a wide variety of service in the church it is because the ministry is being carried out by everyone, not just a few paid staff. This variety grows naturally out of a body made up of many parts, each part contributing to the functioning of the whole. (See Romans 12:4-7 and 1 Corinthians 12:12-30)
There is need for variety within the church, but variety in and of itself will not be what is needed in the future. The paradox of choice tells us that sometimes we are better off with limited variety and learning to work with what we have rather than lamenting what we don’t have and what we might be missing. More choice is not what’s needed in the church, rather it is thoughtful and relevant choices. It boils down to the choice between being disciples or being consumers, and that choice will make a meaningful difference.
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