Congregational Strategy: Target Market

https://www.farmersweekly.co.nz/people/calling-central-districts-top-young-shepherds/

Target Market Defined

What is your church’s target audience?

The brands that are growing the fastest in the world all have this in common: they have a target audience that serves as their guide to build their brand around. These brands are able to see tremendous growth as they focus on the right community of people.

Too many churches don’t take the time to take aim before they take action with their marketing efforts and this creates waste with their resources. Don’t let this happen to you.

Get focused.

A target community allows church leaders to be effective as they build their brand because they are able to focus on those people they are good at reaching.

Let me first say this: As a church, you should welcome anyone that is breathing, because that is what God’s love compels us to do.

The point I’m making is simply that you need to have a strategic target in your approach to marketing and advertising because focus allows you to be most effective in attracting people. I like to say that confusion is the enemy of your vision.

Each church is equipped to reach certain types of people based on the leadership that is in place, the location it is in, the type of ministry it offers and the resources it has. The more clarity a church has on it’s primary people group the more effective it will be in reaching people as the brand is built around this community.

https://churchbrandguide.com/how-to-define-your-churchs-target-audience

I want to let you in on a little secret: you have a target audience, whether you know it or not. Everything your church does or says is going to appeal to one group more than another. It just is. People don’t all enjoy the same kind of theology, music, decor, or preaching style. Some people like communion to come in little plastic cups. Others prefer intinction.

The choices you make are excluding people who would prefer something else. If they don’t like drums in the worship service, and your church uses drums in some fashion, you’re excluding them. If they don’t like drums but stay anyway, of course you’ll welcome them. It’s not like you’re putting a sign on the front door that says, “If you don’t like drums, go away!” But some of the choices you make will potentially turn some people off — and that’s okay.

One thing stagnant churches haven’t realized yet is that by not choosing who they intend to appeal to, the choice is being made for them. Everything from the interior design to the music is being chosen by different people using their own preferences as criteria. What you often end up with is a strange quilt of elements that might not necessarily appeal to anyone.

Your Church Is NOT For Everyone

Wait, isn’t the Church for everyone? No, the Gospel is.

This is the number one mistake we see churches making. They assume that because the Gospel is for all people, their church is too. When in reality every Church is called to a specific group of people, like Paul was called to the Gentiles and Peter to the Jews. So your local church is called reach and minister to a certain, defined, group of people.

https://www.digitalchurchtoolkit.com/blog/how-churches-define-their-target-audience

JESUS LOVES EVERYONE, SO DON’T WE WANT TO TARGET EVERYONE WITH OUR MARKETING?

Every single person in your city, within a fifty-mile radius… that’s your target audience. Right? If that is your mindset, you have an uphill battle in front of you. Don’t get me wrong, you certainly want to see every man, woman, and child come to know Jesus through your church. As Christians, we love everyone! But here is the crazy truth: to reach more people, focus on fewer people. Your church is going to make a much deeper impact on your community if you tailor the entire experience to a specific demographic. It seems counterintuitive, I know.

While reaching the whole world with the gospel is the mission of the Christian faith, life-giving churches recognize that the world is made up of many different audiences. Since different groups of people have quite different cultures, needs, and methods of communication, a church that intentionally tries to reach a specific group with the message of Christ, will normally be much more effective than one that tries to reach everyone with a general attempt. Every church should have a sign that says, “Everyone Welcome,” but a deliberate strategy must be in place or they will only see accidental growth.

https://www.churchgrowthnetwork.com/freebies2/2020/6/5/v45avm7cmccyhlkyeub2hlbmw7svyc

As Christians, we want to reach and include everyone. This is our ultimate goal as disciples. However, from a specific ministry standpoint, this approach ends up reducing the relevancy of the message and spreads efforts too thin for significant impact. Afterall, a standard marketing rule of thumb states:  

If you try to reach everyone all the time, you’ll end up 
REACHING NO ONE.

​Each person, ministry, and local church is uniquely equipped and positioned to reach different types of people. Therefore, it is vital to understand who your audience is before you create content, write a single social media post, or spend any money on social advertisements. This section will help you learn how to effectively shape your messages and content to match your audience’s needs and reach them effectively, no matter their age, gender, ethnicity, location, or situation. 

https://www.sdadata.org/digital-evangelism-blog/understanding-your-target-audience-for-effective-communication

There’s a marketing axiom that says if you try and market to everyone, you market to no one.

It works that way in the church too. When a church tries to reach “everyone,” it effectively reaches no one. That doesn’t mean everyone isn’t welcome … if everyone isn’t welcome, you’re not running a church, you’re a private member’s club.

But just because everyone’s welcome, it doesn’t mean you should (or even can) accommodate everyone.

Target Audience

Defining a target audience is a marketing concept where you describe a person who is the ideal customer for a product. It helps to shape branding decisions such as colors and fonts so the designs hit the mark.

A church can use a target audience to provide clarity in the experience it provides online and in person. It creates alignment which builds trust so people decide to be part of your church.

https://churchbrandguide.com/how-a-church-defines-its-target-audience-to-reach-more-people

Quick Comment on the Need for a Target Market

Different groups of people have different felt needs. American firms started to cater to these groups with truly “differentiated products” in the 1960’s, 1970’s and 1980’s. American religious denominations have increasingly offered creeds, worship and experiences to meet diverse needs. By the 1990’s individual congregations began to refine their offerings and messages to match the needs of their congregations. Today, American consumers are spoiled. They expect to be served.

On the universal customer needs dimensions of QSFVIP, “I want it all and I want it now”. Quality: relevant, meaningful and entertaining sermons, worship and program experience. Speed: 45 minutes, on-line, recorded. Flexibility: multiple times and delivery channels. ”Call me”. Value: programs and message directly touch me where I live. No pledge commitment. Ala carte funding of programs. Information: no transaction costs. 6 ways to give. No pledge commitment. Personal: monitor my needs and follow-up.

In a world of such expectations, congregations cannot easily meet the expectations of everyone that visits or becomes a member. They must welcome everyone, but they are unable to serve everyone.

The marketing folks emphasize that effective organizations refine their services so that they clearly meet the needs of a target audience. This allows the marketing machine to do its magic. 

Benefits of Defining a Target Market

Much more effective marketing to attract new members and retain existing members.

A consistently defined and executed set of programs, brand image and messages is more effective.

The process of defining a target market forces staff, volunteers and elders to more deeply consider the priority needs of the congregation and community.

A clear target market helps to identify, define and prioritize local mission investments.

Congregations struggle with resource allocation decisions. A clearly defined target market helps to prioritize worship, outreach, youth, children, adult, local mission and global mission efforts.

Prioritization within ministry areas is easier to do.

Able to evaluate and justify investments in marketing and outreach.

Helps to focus all programs to deliver specific benefits to meet the perceived needs of the target market communities.

A target market is needed to do effective marketing. It can also help to shape worship, facilities, programs, outreach, events, music and mission activities to better serve the congregation and the community.

Safeguards When Defining a Target Market

But wait, there is good news. Even though you focus on one demographic, that doesn’t mean you will only reach that one person type. Other demographics will also be served by and attracted to your church. I am constantly amazed by how many people don’t fit into our cultural norms. I see people that don’t fit certain stereotypes—wearing brands, attending events, or watching shows that I would have never guessed that they would like. You don’t have to worry that your church will end up only serving a specific type of person, or that everyone else will feel out of place. This is just about making your marketing specific. You will still have a well-rounded congregation, and people will still feel like they belong, even if they are outside of your defined target audience. Don’t be all things to all people, but find who you truly are and go all in with that.

Targeting a specific demographic as a strategy for church growth is problematic. It can create needless obstacles for any church wanting to have an open door. If you say you are interested in ministering to any and all people, shaping your ministry to fit just one group is contradictory.

People who are not the aim of your reach efforts will feel left out or overlooked. For instance, if you decide that your congregation will be a “family church,” focusing on children’s ministry, marriage sermon series, and small groups for couples, then singles will feel unwanted. Creating a youthful vibe that only interests millennials will make older people feel unneeded or unwanted. In targeting one group, you’ve eliminated any space for other groups.

This is one of the worst unintended consequences of the church growth movement. Many have written solid critiques of the movement and have much to say about other consequences. The most grievous is the contextualization of the gospel. And focusing on one demographic to the exclusion of others can lead down that same slippery slope.

When you direct your ministries toward one group, you run the risk of forcing every message into a one-size-fits-all box. You base every decision on that one demographic you’re trying to reach. You adapt your sermon applications to fit a perceived felt need, rather than letting the Word of God speak for itself and leaving space for application to every life situation.

There is a difference between reflecting your immediate community and targeting a specific demographic. Ultimately, your congregation will likely start to resemble the makeup of the surrounding neighborhoods. If they are homogenous, then your church will probably be the same.

https://influencemagazine.com/practice/should-churches-target-a-defined-demographic-as-a-strategy-for-church-growth

Church marketing won’t work unless:
We focus less on what we say and more on how we act.
We realize that louder isn’t better.
We look at it as relationship-building and stop viewing it as information-sharing.
We talk less about how great we are (“organization-focused”) and instead deliver a message and ministry that leads to life change (“people-focused”).
We realize we can’t force what we think people need until they know they need it.
We reduce the number of competing messages we are trying to communicate.
We know who we are trying to reach and we’ve acknowledged we can’t reach everyone.
We deliver on what we promise.

https://theunstuckgroup.com/church-marketing-tactics/

https://www.christianitytoday.com/karl-vaters/2019/august/church-targeting-demographic-group-stop.html

https://au.thegospelcoalition.org/article/the-problem-with-target-audience-churches/

https://www.christianstudylibrary.org/article/target-audience

Target Market Dimensions and Examples

Here are some mindset examples of people a church can focus on:

  • A church may focus on people who love music and they build an experience that is excellent around a worship experience. The church then attracts musicians and those who love to worship by coming to a corporate gathering.
  • Another church may focus on people who are doers and love to make things happen. They build an experience around outreach to the local community and equipping people to make an impact with their lives. They might have an emphasis on missions work around the globe so the people are able to do the most good with their resources.
  • Yet another church may focus on people that are business professionals. Their experience may be in line with teaching principles and having opportunities to build projects that make a large impact.

Here are a few more mindsets that a church may target:

  • Young parents who are in need of a guide to help them do it right
  • Those who desire to make a difference with their lives
  • Young adults who are seeking a place to belong with others who are like-minded

https://churchbrandguide.com/how-to-define-your-churchs-target-audience/

When churches begin going down this road, they’ll often decide that their church demographic is something like “young families.” This is a good place to start, but isn’t quite as dialed in as you would like. If you can be even more specific and say, “young families with infants” or “families with elementary-aged kids,” it’s much easier to understand how things could change to be more welcoming for them.

Some churches have had great success focusing on groups like unchurched men, musicians, cowboys, military families, etc.

Here are a few examples of a well-defined target audience:
– Young couples with children under ten years old
– Men between the ages of twenty-one and thirty who have a worldly past
– Established professionals in their forties
– Local college-aged students

When it comes to outreach and evangelism, most churches have a “target market”- an ideal audience for their services and ministry programs. Frequently, that tends to be young families, and the key decision maker for church attendance is often  the mom/wife. Understanding how women communicate and make decisions regarding church visits can help you create a website designed to appeal to them. If you know women in their 30s are your target audience, don’t design a website that appeals to men in their 50s.

https://exponential.org/evangelism-capacity-starts-online/

Millennials, broadly speaking

Nearby Elementary School parents.

Local 20-35 year old apartment renters

Nearest neighborhood residents (within 2 miles)

Nearby residents (within 3 miles)

Nearby residents, homes built since 2000 (within 3 miles)

New city homeowners

Office corridor employees

Senior citizen center members

Adult children of church members

Local government and schools’ employees 

Local hospital/medical employees

Parents of preschool enrollees.

Former members of the church.

People attending a “civility” meeting.

Parents of on-site and off-site youth sports participants

Parents of cub scouts

Local retail and restaurant employees

Young Republicans and Young Democrats

Determine Your Target Audience

The first step in reaching your audience is to develop a clear picture of who you are talking to. Begin with surface-level demographic information. Use the criteria below and fill in the information for your ministry’s target audience.

Surface-Level Demographic Information:

  • Location
  • Age
  • Gender
  • Ethnicity/Language
  • Interests

Deep Level Characteristics:

  • Needs
  • Core Values
  • Shared Experiences
  • Motivations
  • Additional Insights

hese cultures are potentially endless in variety, but can include:

  • Platform
  • Age groups or generations
  • Gender
  • Language(s)
  • People groups: race, ethnic, immigrant v. first generation, etc.
  • Current location: city/suburbs/country
  • In school vs. out of school
  • Lived in a specific geolocation their whole life vs. transplant
  • Faith groups, life-long Adventists vs. converts vs. former Adventists/Christians
  • Professional groups vs. homemakers vs. working mothers
  • College educated vs. blue-collar workers
  • Offline social clubs vs. online identities and groups
  • Poverty vs. middle-class vs. wealthy

https://www.sdadata.org/digital-evangelism-blog/understanding-your-target-audience-for-effective-communication

To be honest, most churches today have opted to try and target a shrinking audience … adults who have some history in the church. Lapsed church-goers. The Dones. But almost every church is trying to target all of them all at the same time.

The graduated-from-college but not-yet-married group

Transitioning into the real world is hard enough for young people, so make it easy for them to get plugged in at your church. There is a lot of pressure for this group to land a good job, get their own place and possibly even find a spouse. This group needs support, so be there for them.

Married couples that, for one reason or another, do not have children

Getting married is one of the most exciting times in someone’s life. But afterward, where exactly do married couples without children fit in at church? There seems to be an abundance of ministries for families, but the church lacks in ministering to couples of all ages who don’t (or maybe can’t) have children. Don’t neglect this group.

30- to 40-year-old singles

I think from this short list, this could be the most neglected group. Maybe these people have never married, or maybe they’re divorced. Regardless, they are generally more mature in their faith (and life in general) than younger singles. And because of this, the last thing they want to do is join a small group of 20-year-old singles whom they can’t relate to at all. Men and women who fit into this group can be such an asset to a church. Hmm … and isn’t there a single guy in the New Testament who modern-day churches frequently study? Yeah, his name is Paul. Don’t ignore this group; they could be the “Pauls” of your church.

Process to Determine Target Market

Still trying to figure out who will find your church’s “target audience” is? Start by asking the questions below:

  1. Who do we appeal to right now? Why?
  2. Who do the other churches in our city appeal to?
  3. Is there an underserved demographic in our community? Who are they?
  4. What does our community look like?
  5. What is the average income in our community?
  6. What is the average educational level in our community?
  7. What kinds of jobs are represented in our community? White collar? Blue collar? Artists? Medical professionals? Young entrepreneurs?
  8. What kind of lifestyles are represented in our community? Outdoorsy? Runners? Sports fans?
  9. What kind of worship experiences aren’t represented in our community?
  10. What are our strengths?

5 STEPS TO FIND YOUR TARGET AUDIENCE

Discovering your church’s target audience can seem daunting. Still, with a few simple steps, you can clearly define and communicate with the people most likely to engage with your church digitally.

  1. Consider the typical characteristics of the people that attend physical services.
  2. Look at outside influences like location and demographics to determine who could be interested in your message.
  3. Research their motivations, their relationship status, and any other vital details.
  4. Then, create a persona for each segment of your target audience—a living representation of your ideal members.
  5. Finally, create marketing strategies that make use of these personas and help to keep churches on-mission in spreading their message.

https://exponential.org/why-churches-should-utilize-personas-and-target-audiences-on-the-digital-mission-field/

Start with the Existing Congregation

3. Define your audience

For most churches, the most important audience to market to is going to be your existing congregation. That’s because word of mouth is a powerful tool when marketing your church. unSeminary reports, “The fastest-growing churches in the country consistently encourage their people to invite friends and family to be a part of their church. It really is that simple.”

Think of it this way: when your friend recommends something to you, how likely are you to take their advice over the advice of someone you may not know as well? Most of us tend to trust the recommendations of people we love and enjoy spending time with.

For most churches, the primary target market is actually their current congregation. Though it may seem a bit backward, word-of-mouth advertising for churches is one of the most effective. Think about it: Most of us tend to believe the advice of those we cherish and value our time with.

https://www.playlister.app/blog/church-marketing-strategies-to-help-grow-your-church

Define Your Audience: Current vs Aspirational

When defining who makes up your church, it’s good to start by differentiating between who is your current audience and who is your aspirational audience. Your current audience is those who your services and events are actually attracting, so it’s a good idea to focus your efforts on people from this demographic. Have a look around your church, you may even have data already. What type of areas do these people live in? What’s their average age? Are they mostly families? 

Your Aspirational audience is those your church want to be attending. Is your Church is is called to a specific community or neighbourhood, what are the demographics of the people? 

https://www.digitalchurchtoolkit.com/blog/how-churches-define-their-target-audience

LOOK AT WHO IS ALREADY ATTENDING YOUR CHURCH

Take a good hard look at your church and ask, “What kinds of people already attend here?” It helped me to understand people and churches immensely when I discovered the homogeneous principle. “A ‘homogeneous unit’ is simply a group of people who consider each other to be ‘our kind of people.’ They have many areas of mutual interest. They share the same culture. They socialize freely. When they are together they are comfortable and they all feel at home.” 2 People are attracted to those who are like themselves. This does not mean that you are not going to minister to those who don’t fit your desired target audience.

https://www.ministrymagazine.org/archive/1995/12/targeting-your-audience

Focus on “Felt Needs” and Culture, Not Just Demographics

DETERMINE THE FELT NEEDS

Paul did this in his ministry. His preaching met the needs of people. Listen to him: “Though I am free and belong to no man, I make myself a slave to everyone, to win as many as possible.

“To the Jews I became like a Jew, to win the Jews. … To the weak I be came weak, to win the weak. I have become all things to all men so that by all possible means I might save some. I do all this for the sake of the gospel, that I may share in its blessings” (1 Cor. 9:19-23, NIV).

We can do no less. Unless our preaching and ministry meets the felt needs of people, we cannot succeed.

“This is the only known way to open closed minds. Gearing your message to the felt needs of any audience is the key to unlocking closed filters. In fact, extensive research and documentation confirm that ‘people will not listen to the gospel message and respond unless it speaks to felt needs.'”4

We must do whatever it takes (within the confines of biblical principles) to win the lost around us. If you live in a retirement area, you must have programs for the retired. If you live in a Spanish-speaking community, your services should be in Spanish so those coming will under stand the gospel. If you live in a baby boomer community, your worship service must speak the language and meet the needs of the baby boomers.

Jesus used this approach 2,000 years ago. “Christ’s method alone will give true success in reaching the people. The Saviour mingled with men as one who desired their good. He showed sympathy for them, ministered to their needs, and won their confidence. Then He bade them, ‘Follow Me.'” 5 Every ministry in the church should be examined to see if it is meeting the needs of the people you are trying to reach.

https://www.ministrymagazine.org/archive/1995/12/targeting-your-audience

https://clickmill.co/church-marketing/#9

People no longer fit into neat categories, so we must connect with them on a more profound level, transcending the standard marketing demographics of age, ethnicity, gender, language, location, and interests. If you can dig deeper, your audience will be loyal to your brand because you resonate with them at their core.

The best way to do that is to investigate their needs, experiences, values, and perceptions. Conducting surveys and interviews is one key way to collect more information. Then start asking yourself questions that will help you to get inside the minds of your audience members. What motivates their actions? What makes them who they are? What do they have in common? How can I speak and write in a way that my audience will find relatable? What do they value? What do they actually need?

Examples of needs may include: a spiritually supportive community, affordable education, employment, affordable medical care, safe spaces for their children, mentorship opportunities, a better future, healthier relationships, self-improvement, Christian guidance on real-life issues, food security, or practical life-skills training.

https://www.sdadata.org/digital-evangelism-blog/understanding-your-target-audience-for-effective-communication

Target Audience Profile or Persona

https://exponential.org/why-churches-should-utilize-personas-and-target-audiences-on-the-digital-mission-field/

https://clickmill.co/church-marketing/#10

https://www.sdadata.org/digital-evangelism-blog/understanding-your-target-audience-for-effective-communication

Scripture Passages

https://churchbrandguide.com/how-to-define-your-churchs-target-audience

https://exponential.org/why-churches-should-utilize-personas-and-target-audiences-on-the-digital-mission-field/

https://www.churchgrowthnetwork.com/freebies2/2020/6/5/v45avm7cmccyhlkyeub2hlbmw7svyc

https://clickmill.co/church-social-media-marketing

Religious “Killer Apps”

Religions have attracted and maintained members and believers in many ways. Political parties, activists, cults, nations, classes, professions, and social groups have appealed to the same desires. Organizations have found “killer apps”; appeals so strong that individuals feel compelled to join, commit and participate. This is a purely functional analysis, focusing on the kinds of appeals that have motivated individuals through time, not any assessment of their validity.

Religious denominations and congregations must consider if or how these human desires align with their beliefs and historical practices before choosing to target them.

Religions, philosophies, science and political parties increasingly consider all dimensions of human experience and compete for “mindshare”.

  1. Protection. From threats or the fear of threats. From God, spirits, evil, devil, nature, fate, kismet. Damnation. Natural law. Natural consequences. 
  2. Power. Power against threats. Support in war, economics, politics. Power to heal, to avoid disease. Power against weather, locusts, hurricanes, fire. Self-control.
  3. Miracles. Supernatural results. Improbable victories. Recoveries. Events. Visions. Speaking in tongues. God speaks. Prophecies. Prophetical interpretation. Improbable results. Human creativity and innovation. Connection with agents in another dimension. Angels. Saints.
  4. Cleanliness. Fear of loss. Impurity. Filth. Disease. Fluids. Waste. Violation. Sex. Violence. Tainted. Spoiled. Privacy. Home. Temple. Sacred name, place, book, person. Non-traditional gender roles. Family honor. Nature. Endangered species. Clean air, water and earth. Chemicals. Organic. Mechanical. Machinelike. Automated. Technological. Scientific. Transactional. Commercial. Unhuman. Genetic engineering. Anything that makes you quiver.
  5. Revelation. Direct experience or message from God. Sacred text. Experiences. Through prophets. God, spirit or principle. Indirect evidence from experience, science, structure. Insights from artistic and mystical experience.
  6. Salvation. Fear of death. Promise of salvation. Heaven and hell. Purgatory. Torment. Saved. Born again. New man. Spiritual existence. Voice.
  7. Worship. Right relation. Awe. Thanks. Sacrifice. Honor. Serve. Listen. Praise. Sing. Confess. Share. Fellowship of believers. Group worship. Universal church. Learn. Connect. Commune. Focus. Presence. Holiness. Spirit present. Marked. Sabbath time away from profane life. 
  8. Universe. Everything explained. Natural, spiritual and moral worlds. Time, space, creation, origin, destination, purpose, structure, language, man, mind, energy, duties, community, change, evil, temptation, variability, probability, knowledge, evidence, logic, truth, mathematics. Science and religion. Theory of everything.
  9. Meaning. Purpose. Reason for being. Mankind. Each person. Threat of meaninglessness. Apologetics. Scientism. Atheism. Materialism. Skepticism. Subjectivism. God. Nature. Creation. Reason. Logic. Math. Love. Mind. Consciousness. Facing existential claims. A secular age. Supernatural. Miracles. Science explains everything. Philosophy of science. Scientific method. Sociology of knowledge and the academy. Evidence for God. Frameworks for evaluating truth claims.
  10. Source. A single principle or source for everything. Natural and moral realms. God. Religion. Spirit. Nature. Science. Math and logic. Intuition. Myths, tragedies, dramas. Shared history. Shared ancestors, sources, origin.
  11. Stability. Personal source of stability. Centeredness. Solid. Fixed. Certain. Integrated. Calm. Confident. Focused. Tranquil. Meditation. Thoughts, feelings and body. Comfortable. Guiding star. Stable base. Resting place. Anxiety be gone.
  12. Reason. Certainty of Reason. The word. Logic. Evidence. History. Deconstruction. Testing and results. Logical consistency. Multiple domains. Counterintuitive results demonstrated. Long-standing results. Multiple proofs. Multiple sources. Applications that work. Technology. Science. Theology. Apologetics. Continuing principles apply in new times and contexts. Changes in non-religious domains does not conflict.
  13. Objectivity. Objective reality and morality. Natural laws. Moral truths. Golden rule. Not subjectivity. Not relativism. Reality versus perception. Not radical skepticism. Not deconstruction. Common sense. Reliability. Meaning in language.
  14. Design. Argument from design. The experienced universe calls out for a designer. Watchmaker. Beauty. Purpose. Telos. Order. Structure. Complexity. Mathematics. Human comprehension. Self-regulating system. Nature. Ecology. Meant to be. Natural. Natural law. Natural consequences. 
  15. Spirit. Humans are spiritual beings. Inherently more than material things. Linked to eternity, universe and God. Soul. Consciousness. Mind. Thought. I am. For a purpose. Ends, not means. Aware. Organic. Not mechanical. Not purely secular. Filled with life. Force. Energy. Attuned to universe. Loving. Connecting. Seeking. Understanding. Networking. Cohesive. Coherent. Mystical. Resonating.
  16. Humanity. Personally valued. Inherently good. Unconditional love. Stable. Growing. For a reason. Destiny. Opportunity. Talents. Child of God. Made in God’s image. Self-awareness of humanity. Self-discipline. Wise choices. Control of consumption. Limits to production, proving, achieving, earning. Time off from self-promotion and branding. Leave the “rat race”. Rest. Centeredness. Worthy. Intrinsic, indestructible value. Able to prioritize.
  17. Immediacy. Direct experience of God. Worship. Music. Nature. Beauty. Art. Love. Community. Stained Glass. 
  18. Personal. Personal God. Jesus. Prophets. Saints. Angels. Soul. Connect analog man to immaterial God. Make teachings real, concrete, understandable. Communicate in common language. Feel connection. Tangible expectations. Conversation. Prayer. Lament. Question. Confess. Forgive. Relate. Honor. Familiar. Believable. Common sense. Listen. Ask. Serve.
  19. Justice. Commitment to justice and fairness. Righteousness. Insightful. Moral. Duty. Community. Golden rule. Rule of law. Abstract principles greater than practical concerns. Universal principles. Living a great life. Necessary for political life. Against “might makes right”. Human rights. National rights. International law. God’s law. Natural law. Man as a moral being. Liberal Protestantism.
  20. Care. Kindness. Gentleness. Nurturing. Family. Protection of the vulnerable. Poor, orphans and widows. Safety net. Family protection. Abortion. Welfare. Elderly. Veterans. Disabled. Oppressed. Slaves. Victims. Community. Each person is known. Personal. Intimate. Small scale. Feelings and emotions. Ought. Nietzche’s slave morality! Bleeding heart liberals. Social gospel.
  21. Guidance. Moral guidance. Instruction. Education. Consequences. Feedback. Support. Counseling. Encouragement. Insight. Human nature. Sin. Grace. Habits. Covenant. Community. Mentors. Partners. Groups. Programs. Clarity. Commandments. Prayers. Scripture. Confession. Pledges. Creeds. Objective laws and standards. Couples’ guidance. Child and youth guidance. It takes a village.
  22. Fidelity. Earned rewards from obedience. Laws. Certainty. Details. Specifics. Monitor others. Hierarchical. Black and white. Literalism. Exact. Fundamentalism. Commandments. Pharisees.
  23. Liberation. Hope for the oppressed. Slaves. Victims. Strength to endure. Hope for the future. We shall overcome, some day. Underdog. Just rewards. Turn the tables. Gandhi and King, Nonviolent resistance. Let my people go. Mourning. 
  24. Perseverance. Hope to manage. Pain. Suffering. Violence. Poverty. Addiction. Disease. Mental illness Recovery. 12 steps. Higher power. Let go. Abuse.  Stoicism. Fate. Bad things happen to good people. Support.
  25. Recovery. Forgiveness. Bad choices. Addiction. Wrong path. Small sins. Hidden sins. Imperfect. Mistakes. Habits. Skills. Programs. Not a bad person. Grace. Co-dependency. Always tomorrow. Unconditional love. Redemption. Understanding. Selfishness. Guilt. Debt. Road forward. Prayer. Partners. Community. Support. Examples. Universal experiences. 
  26. Practices. Religious practices. Liturgy. Communion. Sacraments. Rituals. Structure. Rosary. Chants. Bells. Incense. Colors. Garments. Habits. Familiar. Context. Backdrop. Echoes. Candles. Felt connection with God or spirits, awe, eternity, universe. Experiential.
  27. Hope. Attitude. Optimism. Positive. Seeking. Confident. Overcoming. Choosing. Habitual. Shared. Giving. Growing. Persistent. Believing. Trusting. Faith. Joy. Peace. Paradise. Heaven. Garden. Peace. Utopia. Worry free. Hope. Paradigm. Perspective. Rose colored glasses.
  28. Love. Give. Receive. Inherent. Family. Neighbor. Community. Society. Humanity. Virtue promoted. Habit. Expression. Affection. Friendship. Romantic. Charity or Agape. Unconditional love. Commanded. Essential. Love God and neighbor. Requires risks and sorrows. 
  29. Works. Earned rewards from works. Luther. Protestant work ethic. Achievement. Predestination acknowledgement. Social Gospel. Mission. 
  30. Competence. Self-confidence. Accepted. Professional. Skilled. Experienced. Crafted. Reliable. Recognized. Achievement. Role in society. Valued. Vocation. Engaged. Valuable output. Impostor syndrome. Tangible results. Meaningful. Sustainable. Contributing. Social role. Colleagues. Peer recognition.
  31. Community. Connected. Known. Supported. Embraced. Familiar. Taught. Jointly responsible. Duties. Belonging. Shared values and experiences. Participation. Trust. Integrity. Cheers. Commitments. Covenants. More than limited liabilities. Commitment. Team. Spirit. Resources. Insurance. Stability. Safety. Whole greater than the sum of the parts.
  32. Connectedness. Communities. Universe. God. Groups. Family. God. Church. Moral fabric. Spiritual fabric. Nature. Language. History. Tradition. Customs. Music. Arts. Shared experience. Trust. Integral part. Node in a web. Meaning from the wholes. Purpose from the wholes. Fabric of life. Not isolated. Not a cog in the machine. Not alone. More than a component. More than secular roles. Engaged. Embraced. Whole. Organic. Joined to others. Right roles.
  33. Service. Opportunity to serve. Impact. Show thanks. Serve neighbor. Love neighbor. Mission. Help. Widows, orphans and foreigners. Demonstrate equality, shared nature. Build community. Strengthen church. Walk the talk. Authenticity. Stewardship of time, talent and treasure.
  34. Society. Political order. Religious freedom. Stability. Context. City of man. Render unto Caeser. Rule of law. Institutions. Morality. Character. Church role in civic order. Civility. Respect. Golden rule. Not a theocracy. Human rights. Social gospel. Advocacy. Common good. Common interests. Religious beliefs represented.
  35. Chosen. The elect. Belonging to a special group of people. Chosen people. Predestined. Priests, monks. American exceptionalism. Mystics. Elites. Secret societies. Enlightened. Modern. International. Best and the brightest. Survival of the fittest. Racism. Imperialism. Best hope. Pioneers. Entrepreneurs. Job creators. The creative class. Lake Wobegon, everyone is above average.
  36. Perfection. Pursuit of perfection. Purity. Mysticism. Certainty. Compliance. Asceticism. Study. Monasticism. Withdrawal from society. Prayer. Meditation. Discipline. Practice. Mastery. Understanding. Insight. Resonance. Special knowledge. Gnostics. Marxist vanguard. Intellectuals. Artists. Self-sufficiency. Off the grid. Professional classes and their families. Idealism. Plato’s forms.
  37. Great Life. Man is a moral being. Live a great life. Self-actualization. Best journey. Possibilities. Potential. Gifts. Opportunities. Destiny. Achievement. Creation. Self-creation. Peak performance. Be all that you can be. Vocation. What can you do for your country? Unique. Promise. Balance. Responsibilities. Duties. Calling. Manage weaknesses. Correct course. Navigate. Partners. Guides. Eulogy virtues. Bucket list. Great examples.
  38. Consistency. Culture change. Fear of loss. Familiar context of life threatened by change, science, customs, immigrants, power shifts, risks, threats, alliances, foreigners, communists, American way of life, traditional values, history, tradition, secularism, state power, paradigm shift, round earth, Darwin, sun centered solar system, relativism, subjectivism, status changes, role changes, economic changes, economic changes, technological changes, urbanization, globalization, complexity, ecology, systems, probability.
  39. Certainty. Resolve doubts. Fear of loss. Loss of certainty of world view, morals, beliefs, perceptions, authority, direction, laws, rules, codes, duties, responsibilities, obligations, status, rights. Not just the general changes in society, but the way that the individual’s cognitive consistency, sense of self, confidence, and identity are threatened at a deeper level. ”Things fall apart, the center cannot hold”. Religious fundamentalism addresses #4 and #5. Marxism and postmodernism address both. Romanticism offers solutions too.
  40. Preservation. Fear of loss. Direct loss of political power, economic value, social standing or safety due to changes or threats from others. Privilege. Patriotism. Anti-communism. Anti-terrorism. Polarized politics. Anti-crime. Anti-drugs. Racism. Class solidarity. Joining a group to maintain rights, services or access to power. Political machines, communist party membership, elite church group, elite social clubs, elite university, elite neighborhood. Not be expelled or shunned. Sometimes this is positioned as a hopeful, aspirational achievement. Belonging with the “good” group.
  41. Identity. Who am I? Social and individual influences. Development stages. Political. Individual. Personal. Character. Personality. Communities. Work. Creation. Consumption. Brand. Promotion. Insecurity. Self-created. Socially constructed. Family. Class. Privilege. Morality. Goals. Journey. Adjustments. Self-awareness. Integrated parts. Essence. Priorities. Victim. Responsible. Anxiety. Pressure. Competition. Social status. Social comparisons. Too much. Safe place.
  42. Acceptance. Come as you are. Unconditional love. Communities. Fully adequate. I did all that I could. Not justified by production, consumption and branding. Imperfect. Moral being. Human. Individual. Competent. 
  43. Authenticity. True. Fits the person. Natural. Believable. Recognizes limitations and uncertainty. Not selling or exaggerating. Reflects real situation. Sustainable. No buffers. Honest. No make-up. Good enough. Supported. Not perfect. Not absolutely certain. Believed. Leap of faith may be required. Not fake. Present. Existentially tested. Reliable. Consistent. Integrated.
  44. Liberty. Fear of loss. Loss of liberty, freedom and rights. Libertarianism. Anti-government taxes and regulation. Fear of all big organizations. Surveillance state. Hidden persuaders. Social media algorithms and data collection. Implanted chips. Bait and switch. Banks and central banks manipulating society. Conspiracies. Military and police powers. Hierarchical versus flat organizations. Wiki and networked organizations. Off the grid. Oppression. Postmodernist view of power serving power, alone. Human trafficking. Cancel culture. Conventional wisdom.

Summary

There can’t be 44 “killer apps”. Yet, each of these dimensions has been very important to some groups at some times. Humans are complicated beings. The social, cultural, political, economic, technical, scientific, religious and philosophical context changes through time. We live in “A Secular Age” where the default framework is scientific, excluding any supernatural factors. In the century after Nietzsche, Marx, Freud and “the death of God” we have experienced accelerated social changes, world wars and the threat of annihilation from nuclear warheads and climate change. Yet, religion has not disappeared in the West. Conventional religious belief and participation have declined. The “religious” questions haven’t faded away. Some identify this as the beginning of an age of response to the big shortcomings of the default secular mental framework.

It’s difficult to rank these attributes. I offer these as the most important today.

7. Worship and 18. Personal God. This seems to be a deep human need.

9. Meaning and 13. Objectivity. Individuals want solid frameworks for life.

’16. Humanity and 28. Love. We intuitively know that we are special beings, meant to connect spiritually with the rest of the universe.

19. Justice and 25. Recovery. Life is tough. We must have guidance and support.

31. Community. We are social beings living in an “individual” age and not well.

37. Great Life. From secular and religious perspectives, we have high expectations.

38. Consistency and 39. Certainty. Ongoing cultural, technical and paradigm changes disrupt our need for control.

’41 Identity, 42 Acceptance and 43 Authenticity. Individuals without socially supported self-images work very hard to define their identities and justify their lives.

Congregational Strategy: Presbyterian Church (USA) Membership

Ryan Burge is THE data guy on American religion. Sociologist, political scientist and ordained minister. He got everyone’s attention with his projection that the historically important Presbyterian Church would be gone – poof – within 20 years. Let’s review the forecast.

The data is straight from PCUSA reports and the trend is really tight.

Decline in every year, but 2012-18 is really brutal. The whole period averages 63,000 lost members per year. 2019-22 averages 53,000.

I’ve never seen a trend continue in a linear fashion all the way to zero. There are always countervailing forces. The rate of decline varies. So, I think we should frame this like the “half-life” of a radioactive isotope. How long does it take for the church to lose one-half of its members? At this point, it’s more likely that some level of percentage decline will continue than a straight linear model of decay.

The national member decline points to 9 years for one-half of todays members still remaining. The relatively better last 4 years indicates 11 years. Hmmm. Pretty close to Burge’s 20-year forecast.

The percentage loss is a better predictor. The percentage decline was alarming but just 2%ish in the “oughts”. It accelerated to more than 5% per year in the dark years before dropping a little to 4.3%. The long-term and recent annual declines are both 4.3% per year. A very scary rate. Thanks to the “benefits” of compounding, it takes 16 years for 96% of 96% of 96% to reach 50%.

Churches and congregations are quite resilient. Presbyterians are not exactly governed on the fully “Congregational” model. They have a national and regional structure that has some impact on local affairs. Nonetheless, local congregations consider themselves to be in charge and act that way. The church decline is much slower. The acceleration in 2012-18 is obvious here too.

50 net lost churches per year became 100 and then 200! The losses have since declined towards 100 per year. Not “good news”, but improvement.

The “percentage” chart mirrors the “changes” chart. The recent 1.4% loss per year points to 50 years to cut the number of churches in half. Resilient, indeed! Ironically, the loss of churches can be “good news” for the remaining churches who absorb some of the lost church members.

The members/church graph is quite similar to the members graph, but the decline is a little slower.

The overall and recent numbers are a loss of 4.3 members per year. It takes 15 years to lose 50% at this rate.

Local congregations saw their loss percentage grow from 1% to 4% in 15 years. The recent 6-year average is 3.2%, That provides 22 years to lose one-half of remaining members. If I was wagering in an on-line market, this would be my bet. Continued 3% loss per year for the next 5 years is likely.

The US population has grown by 18%, adding 50 million people since 2000. PCUSA has been shrinking while the country has been growing. Presbyterians were 1/110 citizens in 2000 but are only 1/300 today. A two-thirds reduction in their share.

Can/will the denomination survive?

The significant improvement between 2012-18 and 2019-22 charted above provides evidence that the trend is improving.

The decline of “mainline” Protestant church membership appears to have bottomed out in 2016 at 12.8% of the country and stabilized at 14% in the last 6 years. Evangelical Protestants surpassed the mainline folks around 1982 and peaked at 30% market share in 1992. They have lost more than 10% of the US since then. By some measures, the Mainline denominations have more members than the “evangelicals” today.

Presbyterian Future

Megatrends greatly impact religious organizations. Some (generally) optimistic observations for the long run.

  1. The US is a more highly educated country. The Presbyterian emphasis on thinking and “the Word” should be attractive.
  2. The world has generally evolved to hold more complex views on science, politics, economics and philosophy. Presbyterians have been able to adapt to these changes without compromising their theology.
  3. The worlds of trade, migration, culture, media, technology and globalization continue to evolve. Adaptability matters.
  4. The era of “Big Government” is over. High service religions are filling the void.
  5. We live in “A Secular Age” where the default view is skepticism and materialism. The Reformed Church’s blend of conservative core and liberal application is well suited to address religious seekers in this context. It is also equipped to wrestle with the extreme claims of atheism.
  6. Younger adults claim that “authenticity” is their highest value. Presbyterians have a 500-year history of seriously reading and applying scripture, and then living their beliefs (imperfectly).
  7. Teens and adults invest a great deal of time in constructing and affirming their personal identity today. The surface Presbyterian identity may require some marketing help, but most Presbyterians are very comfortable with the positive role that religion plays in their identity.
  8. We live in a politically polarized time of left versus right. Our current challenges could lead us back to the center with the Presbyterians, mixed market capitalism and liberal democracy regaining their appeal.
  9. We live in an “individualistic” age. Presbyterians embrace individualism through man’s direct relationship to God and responsibility for moral understanding and choices. Presbyterians also emphasize the balance of community in their governance, role in the universal church and service/mission projects.
  10. We live in a “therapeutic age“, where every child has unlimited growth potential and a need to find and live their own path to self-fulfillment. Presbyterians embrace potential and personal development but retain a strong sense of original sin, human weakness and the need for help in living a moral life.
  11. There is pressure for individuals to choose a political side, red or blue. Yet, a greater share of voters claim to be independent or to hold a variety of so-called liberal and conservative views on individual issues. The Presbyterian Church has roughly equal numbers of these 3 groups and they mostly function well together.
  12. We live in a time when individuals demand “certainty“, even though scientists, mathematicians and philosophers have removed the possibility of absolute certainty. The Presbyterian emphasis on serious study of God’s Word and world allows members to cope with only a “strong” certainty that increases with time.
  13. We live in a scientific age. Presbyterians have been able to reconcile their theology with modern science throughout the last century.
  14. We are said to live in a post-structural or post-modern world with everything based on subjective views, except that powerful actors oppress the weak and that it is moral to reject this oppression. Presbyterians embrace an objective view of morality and are historically intertwined with the advance of “Western Civilization”, mixed market capitalism and liberal democracy. Those who find postmodernism to be a dead end may look back to the center.
  15. We live in a materialist consumer culture. Presbyterians are not highly effective at defining their product, defining a brand, determining target markets or conducting marketing campaigns except through traditional personal means.
  16. We live in a culture that emphasizes rights before responsibilities. Deeply serious Presbyterians emphasize responsibilities to God, neighbor, community and self. Presbyterians recognize equal rights for each of God’s children and have supported modern “rights” campaigns.

Presbyterianism may continue as a smaller denomination and never regain the size and influence that it once had in the US. It has many assets to support a positive future.

Congregational Strategy: Let’s Join the Presbyterian Church

https://www.damonfarber.com/projects/flux

A Fable

Austin and Tamara are a married mid-thirties couple with two preschoolers living in a suburban starter home. They met at a tree-planting volunteer day at a park near the luxury apartment district where they both lived after finishing college. Austin is a systems analyst for a medium-sized firm that owns and operates health care and retirement communities. His parents and a brother live within an hour. He was raised as a Baptist but has been mostly a casual church goer as an adult. He considers himself politically independent but has voted in some Republican Party primaries. Tamara moved to the US at age 5 and identifies as Hispanic. She manages 3 franchises of a hair-cutting business. She majored in “American Studies” in college with an emphasis on American religions, was raised Catholic but has been affiliated with 2 different mainline churches as an adult. She has mostly voted for Democrats but also considers herself a political independent. She has no nearby family members. Tamara has been visiting churches in the area for a year, without Austin, and is ready to share her findings.

The Brand

Austin: Wow, I didn’t see you choosing them. Aren’t they one of those very conservative Protestant churches?

Tamara: The church has a serious side, but it’s generally considered to be one of the more liberal, tolerant, flexible mainline denominations. I think it will work for me.

A: What’s the odd name all about?

T: A presbyter is a spiritual elder. Like many early Protestant denominations, they wanted to break away from the hierarchical Catholic model and manage congregations mostly at the local level. Some churches label themselves as “Reformed” churches or even “Reforming” churches to highlight their role in the Protestant Reformation instigated by Martin Luther and their engagement with modernity, rather than their governance structure.

A: Aren’t they the ones who believe in predestination of the “elect” and got caught up trying to prove that they’re saved?

T: The founder John Calvin’s theology and the early life of the church highlighted this and distinguished them from Lutherans and other Protestants. Keep in mind that “salvation” was the overwhelmingly the main religious focus around 1500. That’s why the Catholic indulgences were such a good source of revenue and at the core of Luther’s criticisms. The Italian Renaissance had started to open the door for modern days and thoughts, but the culture was still mostly Middle Ages, dark ages, medieval. Without science or medicine, with plagues and short lives, common deaths during childbirth, periodic invasions and landowners with arbitrary power, the people were very focused on heaven because the threat of death was a constant companion. Calvin agreed with Luther that people are saved by God’s gift of grace through faith, not through priests, the Catholic Church or good works. Calvin’s logic led to the idea that God has pre-ordained the “saved” versus the others. I didn’t see this as an important part of the modern church in their creeds, confessions or sermons, although Calvin’s seriousness about life and faith continues to be seen.

A: I loosely associate this church with bankers, Puritans and Masons. Any truth in these images?

T: The Presbyterian Church was an early and influential church in the US, so its members have been civic, business and political leaders for centuries. I think they’ve had a half-dozen presidents, probably second to the Episcopalians who have a similar history. They’re definitely part of the so-called “mainline” churches that were highly influential throughout the 21st century. They’re not tied to the Puritans or the Masons as far as I’m aware. They remain mostly a white-collar, professional class church in many places.

Just How Serious?

A: How serious is this church? I was just hoping to find a nice place for our children to learn about the Bible, a social community and an inspirational sermon from time to time.

T: The two Presbyterian churches I visited did have a warm social vibe and a lot of space and volunteers devoted to childcare and youth education. The church radiates seriousness in many ways. The worship spaces and buildings were spare, clean, almost secular. The worship bulletins were pretty structured and part of a calendar of worship. Sermon topics ranged widely, but these places were more focused on “the word”, on logic and rationality than on feelings or mystical spirits. The creeds were highlighted on-line and used in worship. Joining the church requires a public pledge of commitment to the core beliefs. The greeters emphasized that the church works hard to engage new members in the life of the church and expects them to be active members.

I could tell that theology and consistency matters to these groups. One said that we do everything “decently and in order”. Jesus in the New Testament was at the heart of each sermon. The ministers and congregation seemed to be serious about their moral lives and those of their kids. They were hungry for understanding passages from the Bible, thinking about purposes and connecting with God. They believe in free will, responsibility and an objective real and moral universe. Members seemed to be serious about church attendance, prayer, education and behavior. Salvation was not the primary focus, but it was part of the structure of messages.

So … yes, I’d say that they are pretty serious about religion. Not overly so, self-absorbed, proud, self-righteous or imposing on others, but religious belief and practice clearly matter.

A Sense of Humor?

A: Your description helps to explain my preconceptions. I’m a structured guy. I appreciate order. But you can go too far. Are there two sides to this coin? Some positivity to balance the “dead serious” core? A sense of humor, lightness, balance or tolerance even?

T: I’m sorry. I’m answering you too literally, without scope or balance. This is an interesting question. I didn’t find negativity anywhere! Focus, attention, clear thinking, concern and connectedness, yes. But negativity, per se, was absent. Well, they do believe in “original sin” and that Jesus died to remove the burden of sin from man. They know that people are morally imperfect and need help to live moral lives. They believe in some kind of heaven and hell. I guess you might call this “negative”, but all of the Christian denominations generally hold these views.

I think the positivity comes from the “good news” gospel of Jesus saving men and instructing them. Jesus is seen as directly accessible to individuals in prayer. They focus on God creating each individual in his image and giving them a name, to be known. They appreciate the opportunity to join together at church, in communion, in small groups and in service projects. I observed spiritual calm and centeredness at times. They spoke about the gift of “grace” often and appreciated that gift. I witnessed a general confidence and hope about the future in these churches.

Beliefs

A: What are their core beliefs? Do they make logical sense? Are they much different from the Baptists and Methodists? Will I need to take a theology course to join the church?

T: Their main beliefs seem to greatly overlap with the other mainline churches. You won’t need to go to school or pass a test. They do agree that Jesus is fully man and fully God. They describe God, Jesus and the holy spirit as 3 dimensions, faces or “persons” of the single true God. As in the Catholic church they “proclaim the mystery of faith”. People are expected to understand the surface description of the creeds and through time try to better understand the mysteries of “3 in 1” or “both/and”.

A: Which “person” is most important? Jesus seems to dominate in most churches today.

T: Tough question. I agree that some of the more conservative churches really elevate Jesus to be the 90% factor. I didn’t see that in the Presbyterian churches. Jesus was in the sermons, creeds, songs and prayers as the essential connection between God and man. Yet, the Old Testament has its fair share of worship time. Salvation by grace through faith points to God. ”The word” in the whole Bible points to God. The holy spirit gets a smaller billing. It is emphasized in prayer, communion, meditation, moral decisions, accepting grace and many songs.

A: How does this church see the 3 “persons”? What should I expect? Will I be surprised or concerned?

T: The father is seen as an “awesome God”, beyond human comprehension. ”Be still and know that I am God”. The demanding God of the Old Testament is viewed as the same loving God in the New Testament. God is the eternal, infinite, all powerful God, the source and purpose of all, the ultimate. Yet this is a personal God who created Man and individuals, who cares and listens to prayer. He is accessible in prayer and worship, through Jesus and the holy spirit. He is a creator and a mystery. He speaks to man directly, through scripture, prophets, Jesus, the soul, nature and reason. I didn’t hear an appeal to logic, science or history to support God, only acceptance of his obvious presence.

Jesus is seen as a prophet, teacher and savior. Co-equal with God. A more human scale opportunity to intimately connect with God. He is an example of a perfect life and an inspiration to imitate his life. As a largely verbal church, the idea of God’s communications or “the word became flesh” is important. Mystery remains. Guilt for human deeds is summoned by the crucifixion.

The holy spirit is welcomed as a gift. A personal channel for understanding, self-awareness and good moral decisions. An inspiration to do more and better. Presbyterians believe in the spirit having a real impact in this world, just like God, miracles, saints and angels. They believe that the spirit can deliver gifts of teaching, prophecy and tongues, but this is not emphasized. The Presbyterian spirit is more “calm and rational”, rather than fiery, dynamic and emotional, but it matters deeply to active members who seek its guidance and support. 

Not many Presbyterians seem to pursue mystical experiences. They don’t devote all of their effort to an eternal life in heaven. They appreciate their lives on earth. I don’t think that other mainline Protestants would find significant differences from the Presbyterian Church. There are some differences of style and emphasis.

Think, Feel and Do

A: That helps. I’m seeing more balance than I expected. How does this church approach the three dimensions of religious life: thinking, feeling and doing? Thinking appears to have the upper hand.

T: This is a “rational” religion, born after the peak years of Thomas Aquinas and Scholasticism. Luther and Calvin were both biblical scholars and wrote great essays and biblical commentaries. They elevated God’s word in the Bible above other sources of revelation. The Presbyterian creeds and confessions guide pastors and members.

The church encourages the use of feelings to motivate individuals. The faith summary of “to love God and to love neighbor” is widely shared. An intimate relationship with the 3-person God is sought. Prayer, scripture, music and worship services include the emotions. God and Jesus ask individuals to bring their sorrows and concerns in prayer to be relieved.

The church is an active church, reflecting Max Weber’s notion of a “Protestant work ethic”. Members are busy with education, small groups, service projects and committees. This work is considered the proper response to God’s grace. Members are expected to fund and serve mission work locally and globally. The three categories are nicely balanced.

Style

A: What will I experience in worship? What’s the style or feeling of the church space? What sacraments are practiced? Is God present? Does it feel sacred?

T: Presbyterians practice holy communion and baptism. God is present in both sacraments and in the church amongst the “community of believers”. Communion and baptism might seem plainer than in other faith traditions. Presbyterians do not believe in transubstantiation. Some sacramental services today are elevated in importance with additional music, time, words, prayers and decorations.

Presbyterians and Lutherans both reacted against the complexity, multiple senses and ornate styles of the medieval Catholic churches. Worship is focused on the individuals’ connection with the spoken word of God. Church architecture is often simple and plain, tan and Scandinavian. It emphasizes the priesthood of all believers. Some Presbyterian churches do have stained glass windows, soaring architecture and added visual features, but the overall look is normally clean.

Likewise, the worship service emphasizes “the word”, church music and personal greetings. Congregational dress is mostly semi-formal today. Ministers and choirs often wear robes. The church employs various forms of audio-visual equipment and broadcasts the service. Most churches incorporate “contemporary” music into some services. The church retains its “low church” simplicity, but some Presbyterian congregations have increased their use of “high church” elements to spice things up, increase engagement and emotion and help people pull closer to God. Presbyterian churches have a communion table without major separation from the congregation. The sanctuary has a sacred presence, though it cannot compete with a cathedral for most visitors!

Discipline

A: How strict are the church’s rules? How are they enforced? Who enforces them? What are the consequences of not complying? How does the preaching emphasize the church’s expectations?

T: More great questions. The church is serious about moral behavior. It has a relatively strong belief in clear “right and wrong” actions. It believes in original sin, free will, personal responsibility, and the necessity of believing and accepting grace to gain salvation. The consequence of sin and non-salvation is eternal separation from God.

Presbyterians believe that the Old Testament is the inspired word of God, so they believe that the 10 Commandments should be obeyed. They believe that Jesus’s injunction to “love God and love neighbor” is a continuation of God’s will for men. They don’t read the Bible literally, so there is room for interpretation of its many instructions. Presbyterians acknowledge that different denominations have different beliefs. They believe that the individual is ultimately responsible for interpreting the “word of God” and responding appropriately. They understand human weakness. Members tend to consider the situation when making a moral judgment rather than attempting to strictly follow all rules. In practice, this makes the Presbyterians a relatively liberal or tolerant church with respect to moral conduct despite its serious, thinking, “right and wrong” foundations.

On the other hand, Presbyterian ministers, leaders and members tend to have high expectations for moral behavior. ”Love God and neighbor” has no limits. ”Accept grace” and “have faith” mean completely, without limits, always. Presbyterians expect themselves to act morally in thought, word and deed in all situations. In response to God’s saving grace, they expect members to donate and serve, and then do some more as requirements become apparent. Members are expected to engage and participate in the congregation and community to identify those needs. The church sometimes takes positions and encourages members to address social justice issues.

Ministers have less formal and informal powers than those in other denominations. The “priesthood of all believers” philosophy levels the status of ministers. Ministers do have formal powers to act on behalf of the congregation and informal powers based on their roles, messages, knowledge, wisdom and relationships. Ministers do provide counseling to members. The church does not hear confessions or assign penance. The church employs professional counselors and uses small groups to provide advice and feedback on personal and moral issues.

The Presbyterian Church today tends to take a constructive approach to moral conduct: instructing, modeling, encouraging, leading, sharing, suggesting, advising and counseling. Removal from membership is rare. ”Fire and brimstone” or fear-based sermons are rare. Individuals are not “called out”, asked to “repent” or “be saved” in services. Individuals are encouraged to privately consider their conduct, feel proper guilt as appropriate and take steps to offset any impacts and improve their behavior.

Community

A: What are the people like at this church? Are they welcoming? Do they get along with each other? Do they work well together? Is there high drama and politics? Who actually runs the church? 

T: Presbyterians believe that the church is a holy body established and led by Jesus. Luther and Calvin both stressed the potential of all individuals to directly relate to God. Hence, it is assumed that they are capable of relating to each other, especially as members of the universal church. The “fellowship of believers” is expected.

The church teaches that all humans are equal, created by God in his image, named and known. There are no strangers or “others”. Members have specific instructions to care for strangers, the poor, weak and widowed. Presbyterians are human and imperfect but embrace this responsibility. I was warmly and personally welcomed each time I attended.

The church welcomes new and baptized members with a congregational pledge to support them. Members are expected to serve the church and other members. They are responsible for educating children, encouraging moral behavior, teaching and volunteering on mission projects. They have many opportunities to use their various spiritual gifts.

This “equality” idea also results in ministers having key functional and spiritual roles but lessened political and administrative roles. The congregation is managed by the session of elders. Even functional areas and worship are guided by committees that include elders. This approach requires a large share of the congregation to participate in meaningful committee and service roles.

Members also build relations through their many activities. The church is a busy place. Church service, education, small groups, visitation, social gatherings and service activities abound.

Politics

A: We two have somewhat different political views. Which way does this church lean? Does it embrace different views, doubts or skepticism? I’m predicting the conservative side: historical roots, successful members, community, responsibility, thinking, seriousness, objective values, classic beliefs, simple style, and orderliness. On the liberal side: the individual really matters, tolerance, weak group discipline, feeling, spirit, abstract “3 in 1” God rather than Jesus, equality in governance, not hierarchical, many committees, contemporary music and use of modern technology.

T: Presbyterian churches come in relatively liberal and relatively conservative flavors. Most are considered relatively liberal, despite their “conservative” underlying theology. American churches began to divide in the 1920’s into those who read the Bible literally and rejected several modern science conclusions such as evolution. Today they’re called fundamentalist Christian churches or evangelical Christian churches. They grew slowly until the 1970s but accelerated to have more members than the mainline churches by 1985.

The mainline churches’ seminaries and leaders had adapted to the many changes in the second half of the 19th century, accepting the new science as valid or possible, reading parts of the Bible as stories or allegories, emphasizing the moral dimension of the gospel and addressing social issues such as poverty. Mainline churches kept this “liberal” approach and maintained 30% of Americans as members through 1980. Membership rapidly declined to just 12% by 2010 but has since stabilized.

In American cultural terms with 25% of the population identifying as atheists, agnostics or “nothing in particular”, the mainline churches are now closer to the center. The Presbyterian Church USA has 50% Republican, 42% Democratic and 8% independent voters.

The national Presbyterian Church has adopted the “liberal” position on many social issues: slavery, poverty, race, women’s rights, gay rights, abortion choice and the environment. The church is active in promoting ecumenical ties with other Christian and non-Christian churches. These positions have caused some conservatives to leave and other conservatives to not join a church which otherwise might have met their spiritual needs. Presbyterian churches welcome doubters and skeptics to attend and participate but expects them to develop beliefs consistent with the membership standards before officially joining the church.

Presbyterian churches practice communication skills, civility and tolerance to hold congregations together in a more partisan age. Congregations select and “call” their pastors with some role for regional church offices. Hence, congregations are able to choose pastors whose personal views overlap with theirs. 

The Presbyterian Church has found a way to have solid religious beliefs that allow some variation in religious beliefs by members and broad variation in political beliefs. For a family like ours, I think it can work very well.

End of Story: Just Some Notes Below …

Church Decisions: Worship and Programs

  1. More variety, color, interaction, spontaneity, beauty? Better service or just entertainment?
  2. Plan for 25% feeling and spirit in worship. Program options for feeling and spirit?
  3. Popular, familiar music. Introductory comments.
  4. Dynamic visuals, sounds, physical dance, clap, chants, get up out of your seat. Fun.
  5. Fully “high church” small chapel environment, worship services option at times.
  6. Music alternatives in worship. Dance, videos, presentations, sculpture, paintings, nature, photos, comments, maps, puzzles, games, good news, heroes, volunteers, awards, births.
  7. Irresistible children’s programs.
  8. Irresistible new member partners, engagement.
  9. Refocus mission activities on a few critical local needs?
  10. Invest in civility, cooperation, anti-polarization in politics?
  11. Communion more often. Multimedia support.
  12. More sacred sanctuary access, buffer, colors, highlights, spotlights, stations of the cross like exhibits, God, spirit, background music, eternal flame, flowing water, laser lights?
  13. Shared worship services with sister cities.
  14. Ongoing monitoring of attendees and new members to encourage greater participation.
  15. Everyone needs a mentor and counselor matching program.

Church Resources: Theology and Apologetics Materials

  1. Is salvation the first topic, or “God versus meaninglessness”?
  2. Has predestination been sidelined by the church?
  3. Is there some part of “liberal” theology that must be rejected today?
  4. Adult education in Christian apologetics for all members.
  5. We believe in an objective moral and physical universe.
  6. Rationality and scientific proof cannot drive morality. It is fundamentally experiential.
  7. Who is driving Christian apologetics arguments and materials for mainline Christianity?
  8. Why we cannot support the literal view of the Bible!?
  9. Truth in science is not the same as truth in religion.
  10. Certainty is impossible throughout science. We don’t expect it in religion.
  11. How we combine conservative theology and liberal application and tolerance.
  12. The royal “individual” after Luther. How we implement this.
  13. The royal “individual” and the necessity of community.
  14. 19th century Christian critics – evaluated today. Marx, Freud, Nietzsche, Darwin.
  15. Nietzche was right about Judeo-Christianity as a radical religious turn.
  16. Christianity and Greek philosophy. Surprising ways they can be connected.
  17. The fallacy of linear progress, modernism.
  18. The impossibility of supernatural forces? History of scientific discovery.
  19. Bankruptcy of atheism. Dawkins only attacks a straw man. 
  20. History and scientific undermining of materialism.
  21. Philosophical inconsistency of subjectivism. So many proofs.
  22. Philosophical nonsense of radical skepticism.
  23. Christianity believes there are no strangers or “others”. Diversity 1.0.

Church Resources: Marketing and Communications

  1. Strategy to target “nothing in particular” individuals.
  2. Strategy to target blended left-right families.
  3. Strategy to make the church more attractive to minority individuals.
  4. Strategy for the professional, college educated market.
  5. Strategy for the working and middle classes. Are they the same?
  6. Review the top 25 technical religious terms and replace them with common sense phrases.
  7. Can “Presbyterian” be eliminated or replaced by “Reformed”, “Christian”, “Modern”, “Progressive”, “Universal”, “Blended”, “Both/And”, “Relevant”, “Community”, “Servant”, “Missionary”, “Respect”, “Scottish”, “Genevan”, “Reforming”, “Loving”, “Serving”, “Engaged”, “Locally Owned”?
  8. Can/should mainline Christianity be linked to mixed government capitalism and classic liberal democracy? All 3 take a middle position. The new conservatism of demonstrated effective options?
  9. Framing communications to be better understood in “A Secular Age”.
  10. Communicate the “both/and” of a serious, well-defined theology and a tolerant, diverse, loose, dynamic application of the principles.
  11. Honest communications to emphasize services, fellowship and community without religion.
  12. Marketing style guide that emphasizes warmth and caring in all communications.
  13. Marketing strategy to emphasize and illustrate individual attention and identity affirmation.
  14. Recontextualizing “original sin” as part of the mixed human nature.
  15. Consistent image and language to emphasize “an awesome God”.
  16. Consistent image and language to describe love in relationship to God, congregation, neighbors and mission recipients. 
  17. Consistent image and language to emphasize 2,000 years of Christianity and 500 years of the Reformed/Reforming Church.
  18. Consistent image and language to describe the intimate connections of believers and God, Christ and the holy spirit.
  19. Strategic marketing campaign to highlight the role of each local congregation in building community and serving.
  20. Marketing program to share 30 of Jesus’ messages to his local community and how they resonate today.
  21. The “historical Jesus” has been confirmed.
  22. Consistent image and message to emphasize Jesus as a countercultural rebel in his time.
  23. Consistent image and message to explain the meaning of the crucifixion and the cross.
  24. Consistent image and message to highlight the earthly benefits of church participation.
  25. Consistent image and message to promote the trinitarian God. How it meets everyone where they live.
  26. Consistent image and message to describe how the church addresses thinking, feeling and doing dimensions of religion.

Congregational Strategy: Millennials

Overall, not that different from other generations. Optimistically, the glass is “half full”.

The motivated group looks like other church attenders. I connect with God at church. I feel a responsibility to participate at church. The church is an important part of our world.

The “not so interested” group doesn’t find God or relevance in churches. Perhaps, this points to an opportunity. Churches don’t reach out and grab this disengaged group. Again, it could be an opportunity for some.

Substantial majorities of Millennials who don’t go to church say they see Christians as judgmental (87%), hypocritical (85%), anti-homosexual (91%) and insensitive to others (70%). This is a strong rejection of the “Christians” they picture when answering a survey. Congregations or denominations which are seen as more “open” to others and differences might interest this group.

Even for all Millennials, churches are seen as out of step with modern authentic, tolerant and inclusive values.

Despite perceived church shortcomings, most Millennials do see positive dimensions in churches.

Pew Research: Younger Millennials

80% “yes” is a start.

Half experience spiritual well-being often. Half do not.

We live in “A Secular Age”. Millennials mostly don’t begin with religion.

A few take a fundamentalist view. One-third take a blended view of God’s special word. One-half are skeptical about any direct contact from God.

Two-thirds believe that “heaven” exists. :-(

https://www.pewresearch.org/religion/religious-landscape-study/generational-cohort/younger-millennial/

My God is an Awesome God

Millennials want the church to offer what only the church can offer: to know and to love God. To learn about God, Christ and the holy spirit. To study the scriptures and the creeds. To love and be intimate with God, Christ and the holy spirit in order to transform their lives. To connect with the infinite universe, eternity and ultimate meaning.

They want practical sermons, programs and activities that apply this knowledge and relationship to guide their lives: moral decisions, self-improvement, relationships, consumer choices, financial choices, career/vocation, service.

Church Is a Place of Worship

It clearly looks, feels, sounds, surrounds and even smells sacred and appropriate for engaging with God. Initial impressions matter. Buffering matters. Appropriate technology is employed. The worship service, music and sermon link the congregation with God. Everyone can sense the sacred and holy presence.

Community is Real

Individuals know and trust each other. They worship, pray, learn, play and serve together. They care about the congregation as a whole and as individuals. They listen, share, interact, counsel, and advise one another. They respond to needs generously. They practice collective responsibility.

“Meaning” Matters

Ideas and activities must be relevant and most important. No time for distractions.

They must be material, worthwhile, substantial and impactful. My time is valuable.

They must be supported by logic and evidence. They must be compelling.

Millennials have lived in a world of progressive improvements, expanded consumer choices, increased affluence, scientific and technical change, computer and communications revolution, political polarization, created identities, infinite possibilities, reduced social safety nets and increased competition in a meritocratic world of widened results. Charles Taylor describes this as the “primacy of instrumental reason”. The demands of society force individuals to become highly skilled in the rational evaluation of means and ends, costs and benefits, risks and returns. They expect their religion to clearly deliver well-defined results, or it will be rejected. This is consistent with Paul Tillich’s view of religion as “matters of ultimate concern”.

“Authenticity” Matters

In a world of non-stop commercial marketing, branding, hidden persuaders, cookies, fake news, newspeak, click-bait, communities of interest, confirmation bias, distrust, media power, communications and advertising techniques, framing, strawmen, Overton windows, artificial intelligence, multitasking, narrow casting, micro markets, customized products and messages, enhancements, earworms, and virtual reality, Millennials fully appreciate the difference between reality and constructed reality.

For something as important as the meaning of life, ultimate reality, eternal salvation, mystical union, moral guidance, vocation, and true community they must have the “real thing”. They have very sensitive BS detectors. They demand authenticity in theology, creed, sermons, teaching, worship, programs, service and community. The pastors and congregation must “walk the talk”. They have no time for market-driven messages. They want “the real thing”, even if it is not perfectly comprehensible. They can manage some uncertainty, but no hypocrisy.

They have worked in organizations that have aligned mission, vision and values with strategy, tactics and reporting. They know that this can be done (well-enough). They want deep structures that persist, not shallow messages that quickly evaporate.

They value unity, integration and the whole. A complex system must work with its parts. They have seen this in action in many realms and expect no less from religion.

They value transparency, honesty and openness. In a competitive, commercial, secular culture, they wrestle with hucksters every hour. They need something they can fully trust in their religion. 

Charles Taylor outlines the historical development of “authenticity” as a primary moral value in the book noted above.

The “Individual” Matters

Millennials value tolerance, respect, equal rights, and personal identity. They expect to be treated as fully equal humans in all dimensions. They have seen, experienced and achieved much. They have been given the opportunity to contribute meaningfully to organizations at young ages. They cannot tolerate irrational delays, politics, insider cliques and power, undue hierarchies, risk aversion, prejudices, waffling, consensus building, history worship, or tribal knowledge. 

Charles Taylor devotes one-half of his book to the lopsided development of individualism versus the community or religious dimensions of life. This is the culture we inhabit and to engage Millennials, we must meet them where they live.

Summary

Religious belief, belonging and behavior have declined in the US for 50 years, especially reducing the attractiveness of the mainline Protestant denominations. The decline is mostly a generational decline, with newer generations much less attracted to religion. For mainline Protestant denominations to survive the 50% to 75% decline in membership, they must find ways to attract, engage and retain younger generations. The US remains an outlier for its high degree of religious engagement among economically advanced nations. The decline of mainline religions seems to have bottomed out, while the 1990’s growth of evangelical denominations appears to have been a temporary event. Younger adults still seek meaning in life, including connection to the universe, eternity and God. Their world is much different from the world in 1960, 1980 or 2000. Religious organizations must meet them where they live. Mainline Protestant churches are well positioned to maintain their core beliefs and connect with these demanding “seekers”.

https://www.resourceumc.org/en/content/how-to-attract-millennials-to-your-church

https://get.tithe.ly/blog/why-cool-church-is-no-longer-working-with-millennials-and-gen-z

https://www.reformedworship.org/blog/where-do-millennials-go-church

https://www.rethinknow.org/7-reasons-why-millennials-arent-attracted-to-church/

https://www.resourceumc.org/en/content/5-key-millennial-research-findings-churches-should-know

Congregational Strategy – 2

A complement to Treacy and Wiersema’s 3-way “operations excellence, product innovation and customer intimacy” approach to strategy is Richard Schonberger’s “universal customer needs” approach: QSFVIP. Brand value is added when an organization consistently delivers value to a target market.

Quality

Are the Bible, theology, creed and messages from the pulpit and programs generally consistent?

Are they expressed in ways that clearly communicate the essential beliefs, moral values, church operations and expectations of members?

Would members and visitors agree that “what you see is what you get”?

Are the programs and services offered consistent with the stated beliefs?

Are the congregation’s local branding, mission, vision, values and communications aligned with denominational statements?

Do the congregation’s members “walk the talk”, putting their faith into practice?

Does the congregation address “difficult” or “controversial” topics consistent with its stated beliefs?

Are the sermons and programs relevant to today’s highest priority needs?

Are the sermons and programs relevant to all groups of members and prospective members?

Do the sermons and programs address thinking, feeling and action dimensions of human experience?

Does the organization have an effective quality review and improvement process for sermons and programs?

Speed

Do church services, programs and operations respect the time of participants?

Are church programs effectively scheduled in advance, shared virtually, and recorded or summarized quickly?

Are emerging congregational needs addressed quickly?

Are visitors engaged quickly and effectively?

Are new members engaged quickly and effectively?

Are missing or low participation members engaged quickly and effectively?

Are prayer requests met immediately?

Does the church respond to individual care, prayer and financial needs quickly?

Flexibility

Does the congregation understand the current priority needs of major member groups?

Does the congregation offer worship services and programs that meet the needs of various major member groups?

Does the congregation effectively adjust long-term and annual planning to meet changing community needs?

Does the congregation take advantage of ecumenical and secular input and resources?

Does the congregation welcome and value conflicting opinions, doubting Thomases, and devil’s advocates in its deliberations?

Has the congregation considered controversial issues and evolved some of its views upon further consideration?

Does the congregation consider new scientific results?

Value

Does the congregation prioritize its program investments to only deliver those with the highest benefits?

Has the congregation identified its “target audience” and refined services and programs to match?

Have the very highest priority spiritual needs of members and prospective members been defined and programs adjusted?

Has the church evaluated its competitors for the time and treasure of members and prospective members and focused its programs and services to meet only the spiritual and unmet needs?

Are the target market, brand and products of the congregation clearly aligned?

Do the brand characteristics and communications closely align with the beliefs and programs of the congregation?

Do members and prospective members receive what they expect based on congregational creed and marketing in programs and services?

Does the church address both earthly and eternal needs?

Do the congregation’s programs and experiences effectively transform members to devote their lives to God?

Does the church offer clear apologetics that actively address non-Christian answers?

Does the church operate effectively within ”A Secular Age” whose default assumptions are “God is dead”, no supernatural dimension, materialism, subjectivity, relativity, skepticism, radical Nietzschean individualism, created identity, existentialism, Rousseau’s naturally good man and modern capitalism?

Does the church have a low barrier to engagement?

Information/Transaction Costs/Risks

Does the church have clear requirements for membership? Attendance, participation, baptism, belief, contributions, behavior, feedback, penance, confession, obedience, loyalty, prayer, dress, time, activities, personal growth, improvement.

Does the church reject “cheap grace” and make clear the expected commitments?

Is it easy to donate?

Does a single website provide easy access to all program options?

Does the church have clear channels for requests and communications?

Does the church provide clear moral standards and enforce them for members?

Does the church provide programs that address financial and life choice risks?

Does the church provide resources to members in need?

Personal Relations

Are members engaged in small groups?

Are members personally connected with at least one staff member?

Do visitors and prospective members feel that the church welcomes them?

Do the staff, deacons and Stephens’ ministry identify and meet members’ needs?

Are members engaged in recurring activities like greeting and ushering?

Do children interact with caring adults?

Do members believe that the pastoral staff would do “anything” for them?

Congregational Strategy

https://www.npr.org/sections/thetwo-way/2018/01/05/575932533/sears-kmart-and-macys-will-close-more-stores-in-2018

What does American retail and business strategy have to offer the declining Mainline religions? First, an undifferentiated strategy of serving “everyone” is doomed to failure. Kmart, Sears and JC Penney could not create a differentiated strategy. They died. 

Marshall Field had a better approach.

Second, the mavens of corporate strategy offer a simple framework for addressing the “needs” today. Michael Porter is the king of corporate strategy.

Kaplan and Norton delivered insights on how to link strategy to operations.

Treacy and Wiersema consolidated this into just 3 dimensions.

A successful, disciplined organization must choose. It cannot be “all things to all people”. It must choose one of 3 general strategies. It must choose a subset of customers, not everyone.

Businesses are very highly motivated to find the most effective strategies and tactics.

One effective strategy is “operational excellence”. Be so cost effective at delivering your goods and services that you can charge the lowest price and still make a great profit. For a church, this would mean:

Low contributions, donations, tithing and specific opportunity funding.

Low price of entry. No creed. No adult baptism. 

Low ongoing commitments. Low church attendance. Low volunteering. Low service. Low small group engagement. Limited liability.

Low constraints. No confession. No evaluation. Low prayer. 

This is a critical dimension. Do you want to retain nominal members? There is a possibility that they will become engaged.

Do you wish to offer “cheap grace”? Lower the bar to entry, but higher the bar to membership?

Product innovation is a second winning strategy. Define a religious perspective that is different from those of others.

More liberal versus conservative.

Emphasize thinking, feeling or doing.

Emphasize modern prophets and interpreters or older ones.

Internal belief versus social response and participation.

Earthly life or eternal salvation.

Mysticism.

Community.

Love.

Deliver specific services: children, adults, poor, immigrant, counseling, small groups. adult education. 

Full service.

Large or small. Known or invisible.

Third, an organization can emphasize “customer intimacy”. We know what you want and will deliver it in personalized portions.

For a church, this can mean:

Smaller congregations.

More “congregational care” staffing and volunteers.

Greater emphasis on small groups and frequent volunteer participation.

More “intrusive” style of reaching out.

Different services for different life cycle ages.

Treacy and Wiersema really emphasized the second and third strategic dimension. They argued that you should “choose” your primary customer base. Like the failed retailers, a central, “all of the above” strategy is doomed to failure. Choose a customer group and organize your products and services to exactly, precisely meet their needs. Customer groups could be defined and served:

by age, life cycle.

geography.

class, income, profession.

active or passive religious participants.

historical religious background or skeptics, secularists.

long-timers or newcomers.

religious views. close fit or searching. liberal or conservative. 

activity or engagement level.

Is this segment growing or shrinking?

Does it greatly need church services or is it apparently self-sufficient?

Do the existing assets and programs of the church meet the group’s needs?

In the corporate world, the trick was to identify and serve the groups that could buy the most and deliver the greatest profit for existing and adjacent products and services. In the religious world, the key is to realistically determine what an existing congregation and denomination can offer to a world that expects its needs to be met.

https://www.christianitytoday.com/news/2021/july/mainline-protestant-evangelical-decline-survey-us-nones.html

https://religionunplugged.com/news/2023/6/12/just-how-bad-is-denominational-decline

https://clearlyreformed.org/lessons-from-mainline-decline/#:~:text=From%20a%20membership%20peak%20of,congregations%20and%20dropped%20four%20presbyteries.

https://www.newyorker.com/news/daily-comment/the-unlikely-rebound-of-mainline-protestantism

Human Progress: Accumulate and Innovate

https://www.cnn.com/2016/03/17/world/gallery/tbt-albert-einstein/index.html

Human progress is based on 4 things, IMHO. We are able to abstract and generalize. We accumulate our lessons learned. We innovate. We combine our structured, accumulated knowledge with innovations. Creativity and innovation get most of the attention. Yet, the accumulation of our practical and theoretical experience in language, books, records and equations may be equally important. The ability to switch “back and forth” between a fixed structure, history, religion and culture and new innovations may be the most important aspect of all. We have divergent and convergent thinking abilities. We use inductive and deductive reasoning. We intuitively prefer “either/or” but can manage “both/and” logic. The modern history of mankind’s progress points towards the importance of creativity and “both/and” logic.

Abstraction is a relatively recent phenomenon. Democritus imagined atoms, smaller and smaller particles. Heraclitus imagined all as change. The Greeks imagined earth, water, air, and fire beneath everything. Pythagoras and Euclid provided geometric proofs and ideal figures. Aristotle offered a powerful version of formal logic. Plato defined the “forms” and the ideal realm that stands above our experienced reality. Descartes defined mind versus body and the Cartesian coordinate system. Newton rationalized the universe in terms of algebraically defined laws. Kant defined pure logic and the limits to pure logic. The great appeal of abstract rules and an implicit mechanical universe remains to this day. The “Enlightenment” produced new politics, economics, culture, science and religion based upon these powerful insights.

The accumulation of knowledge has occurred in a surprisingly wide variety of forms. Life in DNA. Sexual reproduction. Man’s biological memory. Human consciousness. Spoken language. Music. Myths. Written language. Culture. Laws. Accounting systems and records. Religious practices. Architecture. Books. Libraries. Scribes. Printing. Histories. Universities. Experimental science. Prophets. Peer-reviewed journals. Scientific societies. Mass media. Recordings. Radio. Video. Internet. Wikipedia. Zoom. 

The history of innovation is well known. I want to highlight the general trend away from simple, atomistic, “either/or”, static views to more complex, multi-level, “both/and”, dynamic, organic views that provide much better insights into our real experience.

Physics has moved from statics to dynamics. Classical mechanics has been replaced by complex, probabilistic quantum mechanics. The fixed, static, deterministic perspective has been replaced by Einstein’s relativity. In general, deterministic views are replaced by probabilistic views. The solid atoms have been replaced by waves and fields. Light exhibits both wave and particle behaviors. Heisenberg says we cannot measure everything. The background framework of an “ether” is no longer required. The mathematics required to describe physics has moved from algebra to multi-variate calculus to string theory. Only a handful of people truly understand the frontiers of physics in the last 100 years. 

Mathematics has advanced wonderfully in the last 500 years. Newton and Leibniz invented the calculus. Man could now measure, describe, imagine and control changes through time. There is an equation underlying all activities that can, in theory, predict the future and explain the past. Dynamics can be described. Three-dimensional Euclidean geometry was superseded by multiple-dimensional geometry, Riemann curved space and fractals. Probability theory was developed to clearly describe apparently random activities, providing a solid basis for evaluating the results of experiments. Set theory evolved to encompass all of mathematics and logic, including various conceptions of infinities. Goedel’s 1931 “incompleteness theorem” undercut Russel’s attempt to define a single, bottoms-up, certain, powerful mathematics.

Biology evolved from collecting, illustrating and categorizing specimens to Lamarck’s deterministic evolution to Darwin’s evolutionary survival of the fittest perspective. Society increasingly adopted a biological, process, systems theory perspective in place of a physics, mechanical, materialistic perspective. Nature versus nurture became nature and nurture. The details of genetics is better understood as a very complex process involving multiple genes and other structures.

In philosophy, Hegel defined his dynamic thesis, antithesis, synthesis model. History now ruled. Eternal universals were much less likely. Multiple perspectives were elevated. Certainty was less likely. Marx tried to use Hegel’s general framework combined with an economic, materialist determinism but he failed.

In practical technology, we have seen the rapid accumulation of knowledge. We have also witnessed the great importance of “both/and” solutions. For example, ships and automobiles required the invention of a clutch that provided both solid propulsion and slippage. Powered vehicles first required rails but were turned loose as motor carriages. Wheels evolved from steel to rubber to accommodate shocks, turns and rough roads. Vehicles added suspension systems. 

In economics, we advanced from mercantilism to comparative advantage and free trade. We left behind land, labor or capital as the only sources of value with the insights of the marginal productivity economists. We moved from static to dynamic perspectives and focused on the determinants of growth in advanced and developing nations. Keynes demonstrated that national economies were more than the sum of individual markets and that self-regulating equilibriums were not inherent in a market system. 

Computer systems have evolved from fully defined linear and logical systems to massively parallel systems capable of artificial intelligence and spoken interaction with humans.

Businesses have replaced assembly lines and Taylor’s experiments with a deeper understanding of individual tasks in probability terms and the sequence of events in any process. Firms have embraced Japanese style process management and improvement, delivering constantly improving results. Supply chains span the globe. Project management is now “agile”. Strategic planning is no longer deterministic, but focused on mission, vision, values, strengths, weaknesses, opportunities, threats and culture. Investments are considered within the framework of portfolios of risks and returns. Entrepreneurs and leaders are valued above technical and professional experts.

For many, religion has evolved from a legal, literal, deterministic perspective to one that emphasizes the principles, insights, opportunities, feelings, experiences and possibilities of a given creed, despite the loss of absolute certainty in a “Secular Age”. 

As humans we prefer a simpler, more deterministic view of the world. Yet the world shows us that it is more complex and that we will never fully understand it. 

The Ethics of Authenticity / The Malaise of Modernity (1991) – Charles Taylor

https://en.wikipedia.org/wiki/Charles_Taylor_(philosopher)

Introduction

It’s 1991, heavyweight Oxford philosopher Charles Taylor is gaining popular recognition for his pathbreaking 1989 work “Sources of the Self”, a bold attempt to describe the current “self” and where it came from. He was invited to deliver the Massey Lecture in his home nation Canada, which he titled “The Malaise of Modernity”. The Berlin Wall fell at the end of 1989, ending the cold war. Ronald Reagan (1981-89) and Margaret Thatcher had abruptly ended the expansion of the state and the possibility of a counterculture; or had they?

Taylor argues that the “logic” of technology, science, economics and bureaucracy, which he terms “instrumental reason”, continues to grow in influence; larger national state or not. He argues that a historically radical “individualism” has grown throughout the post-war years, generally unexamined. Finally, he notes that these two trends combine to threaten Western representative democracy. 

At the time, popular culture, reflected in TV shows like Dallas and “Lifestyles of the Rich and Famous”, celebrated the victory of the “neo-liberal” center-right and looked forward to a glorious future. In 1992, Francis Fukuyama proclaimed “the end of history”, with Western style liberal democracy and mixed market capitalism extinguishing the threats from fascism and communism. Taylor was quite pessimistic about the cultural challenges of the present, but optimistic about the long-term possibilities.

Taylor is often grouped within the diverse “communitarian” collection of philosophers and social scientists who argue that “classical liberalism” is inherently too oriented towards the individual and neglects the community dimension of life and philosophy.

https://en.wikipedia.org/wiki/Communitarianism

I. Three Malaises

Life is good, but social critics still complain. What ails the public? What “losses” or threats are being felt by the sensitive? First, the counterculture may have been buried in 1969 or 1972 but one dimension continued to revolutionize the Western world. Individuals were not giving up on “free choice” in any dimension. Speech, career, lifestyle, college, city, religion, politics, media, language, dress, etiquette, travel, leisure, gender, marriage, and child rearing choices. Twenty years of freedom had resulted in a new cultural norm of tolerance for individual choices. Nietzsche may have declared that “God is dead” in 1882, but it took a century to percolate through to large numbers of Western citizens. The post-war period witnessed a conservative cultural and religious rebound, but it was not sustained. 

Taylor contrasts this radically new moral freedom with the prior 20 centuries. There are certainly advantages to freedom, especially removing the restraints of political, religious, social and economic institutions from individuals. Few people want to turn back the clock and re-install the static, hierarchical, controlling, prejudiced society. Yet, the individualistic transformation through the Renaissance, Enlightenment, Protestant Revolution, Scientific Revolution, American Revolution, French Revolution, and Russian Revolution had not been a uniform march of progress. Individuals had lost their well-defined place in an orderly, meaningful universe. 

The new individualism, deeply rooted in Jean-Jacques Rousseau, attempted to rebuild this secure place by returning to the allegedly positive state of man before society had corrupted the individual. The individual was invited to look within to discover their innate goodness and role in society. By 1991 the post-war “therapeutic culture” was very well advanced. Individuals had “discovered themselves” and they liked this new freedom. They looked to counselors and educators to help with their personal growth. Many critics responded to this new approach quite negatively, calling it mere self-centeredness.

The growth of size, scale, trade, complexity, science, process, dynamics, technology, computers, finance, capitalism, business, machinery, industrialization, urbanization, law, and transportation in the 20th century greatly elevated the role of “instrumental reason”. The technical control of nature. New production methods. Cost/benefit ratios. Scientific finance. Optimization. Operations research. New technologies. Processes. Systems. Re-engineering. Social sciences. Experimental psychology. Communications. Every dimension of life can be rationalized and improved. 

The scientific, urban and industrial revolutions were met by the Romantic reaction in the 19th century. Nationalism, art, music, nature, anthropology, modern poetry and literature, history, culture, language, and customs. Hegel, Marx, Freud and Jung. Methodist, Baptist and Pentecostal religious options. In the 18th century Kant asserted that man must be an end, not merely a means to an end. Humanity reacted strongly against the threats to its inherent human dignity.

Like many philosophers and social critics since 1850, Taylor worries that the market, bureaucracy and technology will become dominant over human and moral dimensions. The methodologies are highly effective and widely applied. They are continually improved. The market and bureaucracy have direct political power and influence. Mostly, Taylor worries that the ubiquitous use of these tools elevates them to become the ENDs of society. Cost/benefit. Optimized processes. GDP. GDP growth. Scientific progress. New patents. Life expectancies. Controlled risks. Optimum portfolios. He also worries that only quantitative factors that fit into the formulas will matter. Morality has to work very hard to even be considered in this world.

The widespread use of instrumental reason in markets and bureaucracies leads to a limited range of choices for individuals, employees, bureaucrats, politicians and voters. Most people can only think in terms of rational control of inputs to produce outputs. The consideration of the most valuable outputs is undermined. The scale of the political process undermines the incentives for participation. The “individualist” mindset removes citizens from political participation. Instrumental reason demonstrates effective “cause and effect”, but political participation does not produce such direct returns. Individuals lose faith in the political process. 

II. The Inarticulate Debate

In 1991, without any public debate, we now live in a world that prioritizes each individual’s search for his own unique inner purpose, meaning, ends, talents, insights, creativity, feelings, intuition, identity, possibilities, strengths, and opportunities.

Each person should be true to themselves. Per Maslow they should aim for self-actualization. This is a subjective world. Each person is empowered to pursue their own goals. Others must not interfere with this choice. Tolerance is elevated to a very important social value. 

Social scientists explain the increased individualism as part of economic, scientific, urban and industrial changes. They avoid moral discussions.

Taylor wants to elevate moral considerations. What does a radical individualism mean for morality? Is moral subjectivism valid, in any way? Can the individual be moral apart from his relations with individuals? Can the individual be moral apart from his relations with society? Truly radical individualism cannot be moral in Taylor’s view. The individual cannot make significant others merely tools, nor can he ignore the moral preferences of others.

Is moral relativism consistent with other values? Taylor says “no”. Choose any basis for a moral world view. Relativism cannot be supported. 

III. Sources of Authenticity

Rousseau is most important. The individual is inherently good. He is altered by society. He has an opportunity to become aware of the influences of society and overcome them. This is the extreme, utopian, positive individualistic view. The individual makes choices without regard to any external influence. The individual guards against the influence of external factors. 

Descartes assumed away everything except disengaged reason. No body. No society. No feelings. No actions. No relationships. No history. No art. No future. Hobbes and Locke created a world in which the individual rationally participates in the political. 

Taylor notes that the “inward turn” is not inherently solipsistic. St. Augustine described his internal turn which resulted in a connection with God and the eternal. 

Herder emphasized the original or unique dimension of each individual. 

IV. Inescapable Horizons

Taylor applies the usual logic against pure subjectivity, relativism and tolerance. You can have no true moral view unless you prioritize one view versus another or one set of values versus another. The pursuit of individual meaning and authenticity does not require that all final, considered moral views are equal. The individual’s moral views are inescapably influenced or determined by the views of others. We cannot develop moral views in isolation, we must have dialogues with others. 

There is a logical fallacy widely used. Choice is good. Diversity is good. Difference is good. Each option is good. These are merely assertions. They do not follow from any logical or values-based structure.

The individual’s process of discovery, creation and choosing is raised up to become a self-evident axiom of highest value. Taylor argues it is not self-evident and is not clearly supported by some other set of values. He says that it “could be” a highly valued part of life, but that position must be supported by some values that are defined outside the self, by the community or significant others or religion or philosophy, all outside of the narrow self.

V. The Need for Recognition

In this world of “finding yourself”, the individual also looks to others for validation and confirmation that their discovery, results, values, roles and identity are “good”. The individual cannot confirm his own journey or results but must turn to others. Self-discovery may be a highly valued good in our society, but it must be based upon something other than the self alone. The individual claims that universal human dignity supports his call for respect and affirmation. The postmodernists apply this logic to oppressed minority groups as well, claiming that they must be recognized.

Taylor dismisses the completely self-centered approach to self-discovery that rejects any need for external links to others, community, nature or God as logically incoherent. Just as Kant said that humans must be ends and not merely means, Taylor argues that external entities must also be ends and not merely instrumental means for the self.

Taylor identifies two ethical standards that are often asserted by promoters of personal growth. Each person has a right to pursue their own journey, so there is a need to limit that journey so as to not infringe upon the journeys of others. Intimate relationships are required to pursue an in-depth exploration of an individual’s inner self, capacity, resources, feelings and potential. Hence, respect for significant others is required.

Taylor returns to the “choice creates value” and “difference creates value” assertions. Some proponents of individualism argue that the fact that different people choose different “ways of being” directly makes them valuable and worthy of respect, reinforcing a universal tolerance. Taylor reminds the reader that there is no logical support for this view. Similar, some argue that men and women are equal or sexual orientations are equal because they are freely chosen. Taylor rejects this and requires that the argument return to a logical or moral basis for support. 

He extensively quotes Gail Sheehy’s “Passages” to illustrate the extreme individualistic view, “You can’t take everything with you when you leave on the midlife journey. You are moving away. Away from institutional claims and other people’s agenda. Away from external valuations and accreditations. You are moving out of the roles and into the self … For each of us there is the opportunity to emerge reborn, authentically unique, with an enlarged capacity to love ourselves and embrace others … The delights of self-discovery are always available.”

VI. The Slide to Subjectivism

Taylor admits that many pursue the narcissistic version of extreme individualism directly. They don’t need to rationalize or justify it. Self-fulfilment is a self-evident moral and ethical ideal for them. Once this version of “the good life” is seen, some will adopt it as is. This worldview makes life straightforward, no need to balance the self and others or the self and community or the self and pesky demands of external moral standards.

The more extreme versions are also promoted by social situations. The individualistic culture has many threads. The market and consumerism are individual oriented. Large organizations prioritize instrumental reasoning to reach individual goals. A market economy emphasizes transactions and contracts between individuals. Many religions have individualistic perspectives today. Science, technology and instrumental reasoning focus on spare logic and atomistic views rather than organic, natural, process, dynamic and artistic ones. Individualists treat community, friendship and religious connections as instruments of their world rather than more complex, transforming, multiway relationships. Mobility undercuts personal ties. Urban living promotes impersonal interactions. One can live a very individualistic life today.

Postmodernism, the descendant of Nietzsche, seeks to undermine or deconstruct all objective values or categories as mere tools of entrenched power groups. All values are merely created as tools. Why not create “freedom” as the main value and enjoy your role as the superman; creator of values, language and life? 

Taylor emphasizes the mixture of the Romantics and Nietzsche in the emergence of the self-creating artist as hero in the last century. This runs in parallel with the authenticity of personal self-discovery. Each person is unique. They pursue their special gifts through creativity and artistic production, experimentation, action and discovery. They do not imitate nature or copy existing models but create new languages, viewpoints, art, relationships, pottery, feelings, experiences, music, drama, travel, sport, etc. Expressive individualism is well described. Taylor supports this creative process, its outputs and the expansion of human capabilities.

He doesn’t support postmodernism when it only emphasizes the creative process but ignores any ties to moral values or philosophy based outside of the self alone. He disputes the need for the creative individual to automatically reject and fight against all existing forms of morality held by others or communities. He insists that the creative individual must be in dialogue with significant others and society in order to provide meaning and goals for the journey and to validate the journey. Taylor rejects the totally isolated individual model.

Taylor recognizes that the aesthetic perspective offers its own truth, beauty and satisfaction separate from the moral perspective. He sees this too as another opportunity for modern man to live an enriched life. He accepts that some individuals may prioritize the aesthetic perspective above the moral perspective but does not recommend it. He notes that authenticity is often proclaimed as its own goal by fiat or assumption. It is alleged to be a self-evident truth, goal and value not requiring a moral foundation, just like beauty. Authenticity and art become intertwined as forms of self-expression.

Taylor ends this chapter noting that an individual who truly buys into self-expression and self-creation can find a form of meaning and satisfaction in the journey and the sense of freedom and power which it provides. His complaint is that it logically cannot be isolated from other people and morality. When this is done there is no meaning remaining. There is only the self, an atom among an infinite and cold universe. The individual makes choice after choice after choice, but the choices have no meaning. The world becomes flat.

VII. The Struggle Continues

Taylor notes that critics such as Bloom, Bell and Lasch are correct to attack the extreme forms of egotistical self-fulfillment. He argues that attacking the overall expansion of individual self-exploration and growth is counterproductive. There can be no logically coherent merely individualistic philosophy. It must link to other individuals and some moral principles. The individualist genie cannot be put back in the bottle. Society as a whole, especially its thought leaders, must find a way to ensure that this connection of the individual to the community and logic occurs.

Taylor asserts that everyone, even the critics, must acknowledge that we live in a world where self-development, human potential and fulfilment are accepted goals and practices with value to individuals and society. The exact forms are not perfectly developed, but very few people are going to reject this approach to life.

He more positively notes that this path of development does provide opportunities for self-development and for social contributions. Individuals are encouraged to explore, create and live a fuller life. In an ironic way, the truly authentic journey requires greatly increased self-responsibility and self-control. The opportunities are so great. The responsibility to make wise choices, to interact with others, to consider moral frameworks, to link the individual and community, to combine freedom with commitment, to balance the claims on life is higher in a self-aware modern life.

The upside potential is great. The downside risk of a simple egoism is great. The tension between the higher and lower versions of this new path of life is great. Taylor argues that we are stuck with this situation, should not by gloomy, but should work to define the tensions, guide and encourage individuals on the high road.

VIII. Subtler Languages

Taylor returns to the journey of personal self-discovery and creation in parallel with the journey of the modern artist. The modern artist by 1800 had lost the common background of known and assumed literature, religion, culture and society. The artist was tasked with developing their own language, background, symbols, characters, plots and conclusions. The artist could not rely upon the reader, listener or observer to share a common understanding of the artistic background. The artist was forced to rely upon his own vision and experience, and then communicate that in precise ways so that the content and feeling would resonate with the consumer. This changed art into a very individual to individual format. The subject matter also often focused on the individual, BUT not necessarily so. Much great art continues to be about nature, the universe, community, the relation of the individual to others or the community.

The same contrast applies to the authentic journey of self-discovery. The manner of the journey is clearly subjective revolving around the individual. BUT the individual can find his relation to the community, nature, eternity, God, a larger order, neighbors, science, history, family, etc. The individual can find that the most important lessons are only secondarily about the self.

IX. An Iron Cage?

Taylor argues that instrumental reason/technology can be viewed as above. There is a long history of technology, science, economics and bureaucratic forms growing more complex, effective and controlling. They are supported because they work. The risk is that they replace the end goals of individuals, firms and society. Application of the decision-making forms becomes the end goal because they are, well, so efficient and effective. What other goal could there be?

Economic rationality, markets and bureaucracies, science and technology have become second nature, a background assumption in modern society. Individuals use their methods each day. This familiarity shapes our thinking in all realms. Yet, there has been a gut-level suspicion and opposition throughout the last 500 years. Analog, superstitious, grounded, habitual, traditional, organized, historical, religious creatures have resisted the creation of abstract forces that replace their familiar ways. The Luddites, Marxists, Utopian Socialists, Farmer-Labor party, romantics, science fiction writers and greens have all opposed the unchecked advance of technology.

Taylor outlines the extensive influence of instrumental reasoning as a background assumption in our society. He encourages us to look at the underlying moral frameworks that have supported technological progress and to consider this reasoning as merely a tool. He notes that disembodied reasoning in mathematics and computers is given a privileged place in our thinking but there is no good case for this view which was really just assumed one day by Rene Descartes.

“This is grounded in a moral ideal, that of a self-responsible, self-controlling reasoning. There is an idea of rationality here, which is at the same time an idea of freedom, of autonomous, self-generating thought”. Technology can be placed within the context of other moral principles such as benevolence and caring. The application of instrumental reasoning impacts real flesh and blood people, so this moral context matters.

X. Against Fragmentation

Radical individualism and dominating technology both threaten well-functioning democracies. The first simply ignores the need for community and political participation. The second makes impersonal forces appear so strong as to make political participation irrational. There is a vicious/virtuous cycle dimension. Lower participation results in worse results … More effective participation results in better results …

Finding a more effective middle ground of improved self-responsibility can help the individual, the community and politics. Finding a more effective middle ground regarding the unwarranted expansion of technology can help to re-establish moral and political principles as drivers of political debate and results. Taylor calls for a balance among the 5 competing areas of markets, government, social welfare, individual rights and democratic effectiveness. He argues that this is more effectively done at smaller scales, so decentralization is a key tool. He notes that success at any level can help to improve politics at other levels. Taylor is concerned that social trends can overwhelm institutions. Yet, he believes that intellectuals can help to clarify the role of ideas in shaping politics and culture. Better ideas can compete against simplistic models and slogans that don’t work for society. There is an unavoidable tension, a give and take, in society and politics. We have the ability to shape these debates for the common good.

Morality (2020) Jonathan Sacks

This is a valuable book for assessing the current state of the American and Western European communities.  Rabbi Sacks provides historical context of the ideas that have led to an “I” focused culture, outlines the symptoms of a weakened “We” culture, and provides some insights as to what can be done.  He combines a politically and economically moderate view with a conservative social perspective.  I’ve rearranged the chapters to make the summary flow better.

Introduction

The 1990 “end of history” celebrating the victory of mixed economy capitalism and liberal democracy was an illusion.  Societies are based on a 3-legged stool of economic, political, and moral systems.  The West’s moral system has been threatened by individualism since the Reformation and Enlightenment, but the threats accelerated and started to really bite with changes in the 1960’s.  Political systems, social results, income inequality and fundamental rights of free speech, liberty and freedom are threatened today by this deterioration.

Morality: “concern for the welfare of others, an active commitment to justice and compassion, a willingness to ask not just what is good for me but what is good for ‘all of us together’.”  Inner voice, conscience, superego, custom and tradition, natural law, religion.  “To be a member of a society was to be socialized, to internalize the norms of those around you, to act for the good of others, not just yourself.”  Morality makes politics, economics and communities work by emphasizing trust and persuasion instead of transactions and political power.  As social norms are internalized, transaction costs are minimized. 

“A FREE SOCIETY is a moral achievement.”  Liberal democratic systems depend upon moral citizens.  “If we care for the future of democracy, we must recover that sense of shared morality that binds us to one another in a bond of mutual compassion and care.  There is no liberty without morality, no freedom without responsibility, no viable “I” without the sustaining ‘We’.”

Sacks argues that the movement from “We” to “I” was driven by five factors.  The intellectual appeal of existentialism and emotivism that reject an objective moral order and rely instead upon subjective individual choices.  Social exhaustion after the Great Depression and 2 world wars leading to the postwar counterculture, sexual revolution and therapeutic society focused on self-actualizing individuals alone.  The “liberal” political decision to exclude morality, religion and social norms from legitimate political debate and laws, emphasizing only rights.  The Reagan/Thatcher political/economic victory which limits state influence on the economy.  Technological changes which undercut “face to face” interactions.

The social results reflect Durkheim’s concept of “anomie”: rootlessness, anxiety, uncertainty, and fear.  Loss of social capital, breakdown of family and marriage, loss of trust in institutions, increased crime and drug usage and lower trust and civility.  In a Western world with much higher real economic standards, individual happiness and confidence have not grown.

The loss of morality and trust has undercut political processes and people.  Inequality, conflicting values, privileged elites, and poor government results have led to populist demands from left and right for strong leaders to “solve the problem”.  The weakening of society level groups and growth of minority groups (and reactive native majority groups) and immigration have increased the focus on identity politics, polarizing and coarsening political debates.  The loss of objective moral, scientific and communications standards has encouraged a post-truth political environment. 

Income and wealth inequality continue to increase in a global economic system.  With the loss of moral pressures and Milton Friedman’s view that business should only optimize profits, not address social, environmental, and other stakeholder goals, many firms have truly pursued maximum wealth without considering any other factors, relying on the government and society to underwrite their inevitable losses.

Many universities and other leading institutions have embraced postmodernism’s assertions that everything is about power and that the only moral choice is to support the exploited minority groups and oppose the powerful elites.  Freedom of speech, religion, assembly, and press are merely tools of the powerful and can/should be overthrown in this view.  Individuals fear expressing themselves in this intolerant atmosphere. 

Sacks emphasizes the intellectual confusion of “outsourcing” which can deliver benefits for the economy and perhaps the political sector, but which does not apply to the moral, community, society dimension.  The market economy offers many choices and implicitly encourages individuals to believe that they “ought” to be able to choose whatever they wish, while moral choices involve trade-offs and sometimes absolute goods and bads.  The political sector is tasked with the “outsourced” consequences of bad individual, economic and political choices.  It must regulate, insure, and provide services.  Morality cannot be outsourced to the state, elites, religious leaders, social media influencers or other groups of “pet sitters”, “athletic trainers” or “management coaches”.  It requires the “hands-on” involvement of all citizens. 

He argues that these moral issues, risks, costs, and opportunities are becoming clearer to leaders and citizens.  Younger citizens and language usage show an increased interest in morality.  Human and natural systems can repair and improve themselves. 

‘5. From “We” to “I”

Sacks outlines the “intellectual” history that has led to an overemphasis on “I” and the loss of “We”.  Early steps in Greek philosophy and the Bible included increased roles for individuals.  The Italian Renaissance saw greater personal self-awareness.  Luther focused on the individual’s direct encounter with God, unmediated by the Church.  The “absolute individual” was now considered completely outside of his social roles.  The radical skeptic Rene Descartes re-established independent philosophy based on the individual and his doubts alone.  “I think; therefore, I am” contrasted with God’s answer to Moses that “I am that I am”.  Hobbes and other social contract theorists based a legitimate government on freely choosing citizens.  Kant elevated individual reason as the basis for philosophy and serves as a transitional figure.  He focused on universality, humans as ends, the golden rule, intentions, and the mind/soul but he too began with the individual and his choices rather than society, God, community, revelation, or history. 

Unlike many modern commentators, Sacks skips over Jean-Jacques Rousseau and his “natural man is good” approach to government, education, and morality.  He next highlights Kierkegaard’s contrast between the “aesthetic” life of the senses and the ethical life of righteousness and duty.  There is no obvious basis for choosing either option, so the individual must make a “leap of faith” to embrace one or the other.  Nietzsche continues the existentialist investigation of options and proclaims that “God is Dead”, biblical religion is “slave morality”, the best men need to recover their superpowers and choose their own morality, decisions, and actions, irrespective of the consequences for society.  Then and now, very few really embrace Nietzsche’s extreme position, but it opened the door to considering a life based on individual choice, a romantic/nationalist perspective and a fully subjective morality, language, and power as described by some existentialists and many postmodernists.  The self-aware person knows that his existence and experience are more real than any socially imposed rules or universal, ideal concepts and can either accept the external constraints in “bad faith” or face the challenges of “existence” bravely.  Not a superman but a vaguely heroic honest man.  The American option termed “emotivism” shares the subjective, feelings-based nature of individual choices.  Authenticity or expressive individualism become the supreme virtues.   The self-aware individual is everything.

Sacks shares that everyone’s favorite observer of early America, Alexis de Tocqueville, worried in 1830 that the fledgling country could be harmed by “individualism”, “a feeling which disposes each citizen to isolate himself from the mass of his fellows so that, having created a small company for its use, he willingly leaves society at large to itself”.   He ends with sociologist Emile Durkheim’s 1890 emphasis on anomie, where a loss of a shared code can destroy society through suicide, deviancy, crime, and disengagement.  “Anomie, it seems to me, aptly describes the state we inhabit today: a world of relativism, nonjudgmentalism, subjectivity, autonomy, individual rights and self-esteem … An individualistic universe may be free, but it is fraught with loneliness, isolation, vulnerability, and nihilism, a prevailing sense of the ultimate meaninglessness of life … Human society has evolved to a stage where the rights of the individual, particularly those with wealth, power, and status, supersede all other rights and responsibilities.”

‘9. Identity Politics

The author outlines a history of swings between individualism and “groupishness” as context for explaining and rejecting modern identity politics.  We are social animals, emotionally invested in our individual and group identities, illustrated by our passion for sports teams.  The individual chooses which group identities to wear or is given them in the postmodernist view.  This attachment can form the basis for a moral community.  Group loyalty is a powerful force, binding individuals to the group and committing them against conflicting “others”.  Historically, religion, ethnicity, nation, class, income, and education/trade have all competed for group attention. 

Although they were named only in the second half of the 20th century, identity and identity politics have long histories.  “I am a Greek”, “I am a Roman”, “I am a Christian”, “I am a British citizen” make the point.  Religion was the leading identity for most of the last 2,000 years in the West, with social, political, and economic roles bound into a single system.  The protracted European religious wars made a simple return to the “ancient regime” impossible.   The Enlightenment thinkers elevated rationalism and individualism to create a universalist viewpoint that tried to downplay specific group identities.  Newton provided universal science.  The social contract theorists offered universal political systems and principles.  Descartes, Montaigne, and Kant offered universal philosophies.

These ideas changed the world and then generated a backlash.  Too universal, too timeless, too abstract, too mechanical, too technical, too legal, too commercial, too heartless, too static, too disruptive, too progressive, too …  Moving from an integrated social, religious, political, and economic system to something altogether different created pushback.  Haidt’s WEIRD versus traditional societies is at the heart of these difficulties.  Certainty is slowly eroded with more new ideas, religious denominations, political models, industries, trade, professions, science, technology, and transportation.  This is discomforting, even for the “winners”.  Sacks describes this rational Age as noble, utopian, and unsustainable.

We then get the Counter-Enlightenment, Romanticism, irrational forces, and new shades of religion.  Nationalism becomes a newly attractive group identity, combining language, culture, geography, tradition, practically lived experience and history.  Race becomes more important due to global experiences, colonialism, the end of slavery, geology, biology, social Darwinism, anthropology, and psychology.  The scientific study of man leads to eugenics and Naziism.  Economic class is raised up by Marx in his “scientific” and historic studies of man leading to communist regimes.  “All three movements offered a strong sense of belonging in place of the abstract, identity-less, human-being-as-such that was the human person as understood by eighteenth-century rationalism …  In place of the universal came a new sense of the particular …  thinkers started to focus on what makes us different.”  This pursuit of group identity had terrible consequences in the 20th century.

In the postwar era, we have swung back towards the individual.  As described above, there was a long-term preparation for making the individual the sole focus of life, leaving behind the community, moral and cultural perspective.  Science supplanted religion leading to a Secular Age, where the default worldview is mechanical and “this worldly”.  The accumulated influence of the existentialist, pragmatist, analytical, skeptical, and postmodern schools of philosophy shaped the intellectual class to neglect religion, morality, and community.  The Romantic Age, underpinned by Rousseau’s good person and supporting the creative artist as a model reinforced the individualistic tendencies even as it tried to define an organic alternative.  The failures of nation, race and class worked against any “new” community approach.  The success of religions, national patriotism, economic development, liberal democracy and professional and not for profit communities did not have a strong “public relations” department compared with the promises of their modern competitors.

Sacks criticizes the re-grounding of “liberal” democracies on the “thin” morality of Locke, “built on the premise of the individual as the bearer of rights, and of autonomy as the supreme value of the social order …  key theoreticians were … John Rawls and Robert Nozick …  Essentially, you could do anything you liked so long as it was legal, fair, and involved no harm to others.”  He notes that communitarians like MacIntyre, Sandel, Walzer, Taylor, and Bellah provided alternatives. 

Within this extreme version of “classic liberal democracy”, political groups and society were asked to be “tolerant” and not impose their views.  Multiculturalism arose, especially in Europe, emphasizing differences and reducing the commitment to integrate new groups into national and local societies.  Together with the “contemporary left” and postmodernism’s emphasis on oppressed minorities, modern identity politics was born.  This is a new group identity, oriented towards the group rather than the individual.  It encourages very strong group loyalty.  Like Marxism, it believes in the eventual victory of the collection of oppressed groups.

Sacks like none of this.  “There is a real danger here of the splitting of society into self-segregating, noncommunicating ghettos.  One of its axioms is that ‘only a member of my group can understand my pain’ …Over three hundred years the West has, with some success, developed an ethic of tolerance and respect for difference, and in a liberal society the prejudice and discrimination that undoubtedly still exist are to be fought wherever they occur …  This reaction …  will end in tragedy.  It turns difference into exclusion and suspicion.  It builds walls, not bridges … It encourages a mindset of victimhood and oppression.  It abandons the idea of the common ground and the common good.”

Community leader Sacks shares his experience with ecumenical groups to promote national British community while maintaining their distinctive approaches.  He encourages us to be laser focused on the potentially cooperative, win-win society in contrast with the state where competitive power politics is unavoidable.  He contrasts (good) patriotism with (bad) nationalism.  He quotes Orwell’s definition of patriotism, “devotion to a particular place and a particular way of life which one believes to be the best in the world but has no wish to force on other people.”  Without a shared moral community, the political and economic dimensions will fail.

’11. Post-truth

Nietzsche “set the table” back in 1870 on this issue.  “When people gave up their faith in religion, it would not be religion alone that they would lose.  They would lose morality, and with it a concern for truth, and then even science would lose its authority.”  Nietzsche – “Nothing is needed more than truth, and in relation to it, everything else has only second-rate value”.  People have always considered truth versus self-interest.    If there is no objective truth, religious dogma, or social conventions, why bother with truth? 

“The hermeneutics of suspicion” plays a role here.  Language is used as a tool by the powerful to deceive.  Always look for the real meaning.  Applied radical skepticism.  Marx blamed the capitalists.  Nietzsche saw a conspiracy among the weak.  Freud blamed subconscious drives.  The postmodernists formalized this to blame the power controlling elites.  Political, economic, and social systems conspire through their institutions, structures, language, and norms to preserve the standing of the elites.  Objective truth, religion, morality, science, and religion are just clever tools of oppression.  Global cultural awareness, a diversity of religions, scientific changes, the philosophy of science, the philosophy of religion, political tolerance, social tolerance, literary and artistic interpretations, revisionist history, geological and biological history and Einstein’s relativity all contribute to the general cultural skepticism about objective truth.

Modern social media and the internet have now provided the facts and interpretations “at a glance” to reinforce this idea of subjective truth.  “Without truth, no trust; without trust, no society.”

’17. Human Dignity

The ancient Greeks defined and honored human dignity in various ways: heroes, truth and wisdom loving philosophers or simply as qualitatively superior to the animals.  The Hebrew Bible describes a God who creates man in his own image for the purpose of living a moral life.  Man is given “free choice” and this freedom defines his life, politics, family, community and theology.  “We have dignity because we can choose.  Dignity is inseparable from morality and our role as choosing, responsible, moral agents.”  Kant agrees that mankind, in as much as it can make moral choices, has earned its dignity.  Human dignity played a large role in Western societies for two millenia.

Yet, once again, man’s intellectual progress poses a threat to our moral civilization.  This is mainly the story of “science versus religion” in the popular imagination.  Copernicus removed man and earth from the center of the universe.  Newton’s physical laws removed the “need” for God’s continuous support, even though Newton thought it was still required.  Modern geology expanded time to make 2,000 years just a “flash” of time.  Spinoza argued that as physical beings we are subject to the laws of the physical world and not free, after all.  Marx claimed we are determined by economic laws of production at the Hegelian level of history.  Freud claimed we are driven by subconscious drives and without true choice.  Darwin made man an animal, like any other and established a mindless, probabilistic motor for history.  Neo-Darwinians outlined how altruism too is just part of genetic natural selection.  At a popular level, each of the pillars supporting human dignity, man as something special, was undermined.  Human dignity is merely an illusion.

The author takes a few shots at the “science alone” worldview.  Man in small space and time does not eliminate dignity, free will, choice, freedom, or religion.  No evidence or logic forces us to embrace the skeptical worldviews, which are also based upon uncertain foundations.  Science is incapable of addressing humanity’s imagination, conceptualization, deep communication, cooperation, feelings, love, awe, appreciation and creation of beauty.  Science cannot evaluate the critical role of cultural limits in the form of “thou shalt not”, sacredness, justice, and judges.  Science assumes away human freedom with its assumption that causality shapes everything.

In the 500 years since the Italian Renaissance, man has done tremendous things intellectually, scientifically, technically, politically, economically, and socially.  Human rights and human dignity are embedded in our modern political constitutions.  The “special individual” view of the world has driven a dozen modern philosophical outlooks that shape our world.  However, the radical “science only” view of the world has a strong hold on the modern imagination leading to Charles Taylor’s Secular Age where we all naturally start with the assumption or worldview that excludes the transcendent dimension in all of life.

Sacks rejects the modern neuroscientists who claim that “free will” is an illusion and criticizes the “total freedom” view of the expressive individualism crowd.  He argues that the “just right” middle view of man as a moral animal best describes our situation.  We have self-consciousness.  We can see the world as an impartial observer outside of our own personal perspective.  We are aware of our own drives and desires but can override them to some extent.  We have a sense of responsibility for our thoughts and deeds.  We have immortal longings.  We reach for the transcendent.  We have religious experiences.  We are essentially moral agents.

’19. Why Morality?

“A society of individualists is unsustainable.  We are built for cooperation, not just competition.  In the end, with the market and state but no substantive society to link us to our fellow citizens in the bonds of collective responsibility, trust and truth erode, economics becomes inequitable, and politics becomes unbearable.”

In 1831 Alexis de Tocqueville visited America to check on its progress as a democratic society.  He learned that the separation of church and state had unexpectedly created robust churches despite its lack of government support and that these churches thrived in their social role of supporting families, local communities, providing education and services.  Despite its support by the citizens, the churches and their pastors played minimal roles in politics.  He also noted the country’s propensity for creating associations for addressing problems and opportunities aside from the market or government.  Hence, the society dimension was very strong alongside the “rugged individualists”.  Competition and cooperation both played important roles.

In 1831 Charles Darwin wrestled with one of the inconsistencies in his theory of natural selection.  Human societies everywhere exhibited altruism.  Altruistic individuals should not exist under a “survival of the fittest” model.  Darwin suggested that “group selection” could explain the development and preservation of altruistic behavior.  A group of loyal, supportive, cooperative members might outperform one composed of only selfish individuals.  Cooperation can play an important role in a competitive process.

Subsequent research indicates that altruism has developed in 3 waves.  First, various animal groups exhibit “kin selection” where close relative cooperation delivers more descendants.  Group selection in human groups is based on the ability to establish trust.  Game theory demonstrates that repeated opportunities to support a teammate can be enforced without a major free rider problem when individuals use the “trust but retaliate” “tit for tat” strategy.  Humans had the communications, thinking and memory abilities to be more effective in cooperative small groups as large as 100-150 members.

On a larger scale, the “one on one” cooperation strategy breaks down.  The incentive to cheat and free ride without being caught and punished rises.  Trust between group members is disrupted.  Cultural group level selection employs other tools to enforce group discipline: myths, rituals, sacred times and places, temples, and priests.  Early religious communities were able to bind groups together for their common advantage.  Monotheistic religions further emphasized the role of the community in preserving order and avoiding chaos or disaster. 

Human societies are highly experienced in employing competition and cooperation in their proper roles.  Cooperation, trust, loyalty, and morality are mutually reinforcing in civil society.  They provide the basis for effective economic and political institutions.  Sacks again criticizes the “liberal” shift in the 1960’s to rely solely upon a “thin” morality of a political system based upon safeguarding individual rights and showing tolerance.  “Something that had never been managed successfully before: namely, sustaining a society not held together by certain predominant ideas, not bound by a shared moral code, not committed to substantive ethical ideas held in common.  How can there be a society in the absence of anything to bind its members in shared moral belief?”

’21. Religion

The author quotes Washington, de Tocqueville, Kennedy, and Durant on the need for morality as the basis of society and its economic and political institutions.  Religious belief and participation are falling in the West generation by generation.  Community and morality can be supported by kin selection, reciprocal altruism, human empathy, and familiarity with the “Golden Rule”, but this is insufficient on a large scale due to the “free rider” problem.  There is an incentive to act out of self-interest and fake participation in society.

Sacks covers again the widespread emergence of formal religious groups in human history using rituals, priests, temples, calendars, and myths to bind individuals to the group.  The fear of disorder plays a role.  The search for meaning plays a role.  The fear of punishment from an all-knowing God plays a role.  When “everyone else is doing it”, cultural norms become an unspoken background.  The most effective religious societies enjoyed the best results taking advantage of cooperation, reducing inner conflicts, and defending the group against nature and enemies.

Monotheism consecrated the social structure and the individual.  In the Abrahamic faiths there is an intimate relationship between God and each individual.  Morality includes justice and love.  These religions expect more than compliance, they require moral performance.  Will and choice are elevated above fixed character and fate.  The moral life is more important than the physical life.  This vote of confidence in the individual’s nature, freedom and choices allows for some flexibility in social choices like the form of government and earthly political decisions.  History allows for progress and regress; it is not determined or inherently cyclical.

This heritage honors history and tradition, but equally honors debate, pesky prophets, and the separation of earthly powers.  Combined, many argue that this “paved the way” for our modern individual based liberal democracy and mixed capitalist systems.  Religion effectively creates community within the church and by building habits in practicing members, also in adjacent and broader communities.  Sacks highlights additional research that focuses on the practical effect that religions or surveillance states have when individuals believe they are being watched and will be punished for bad behavior.  Religion provides a longer-term perspective that is required for making some political decisions such as those about climate change.

“Religion … builds communities.  It aids law-abidingness.  And it helps us to think long term.  Most simply, the religious mindset awakens us to transcendence.  It redeems our solitude.”

‘1. Loneliness

“Morality, at its core, is about strengthening the bonds between us, helping others, engaging in reciprocal altruism, and understanding the demands of group loyalty, which are the price of group belonging.”  “Marriage, parenthood, membership in a community, or citizenship in a nation” all require this moral commitment by the individual to make a binding covenant with the group.  There is a strong transactional commitment, but much more.  The individual adopts the group perspective, seeks the good of the group and is personally transformed into a new “I” by the experience.  The gain in the “I” perspective and the loss of the “We” perspective has had a negative synergy effect.  “We” experience makes more “We” interaction easier.  Its absence makes any “We” engagement more difficult. 

The change in perspective can be measured and its negative impacts clearly seen.  Language studies document the shift.  Analysts such as Robert Putnam in Bowling Alone document the large reduction in community participation of all kinds, the reduced rate and success of marriages and the loss of shared family life.  These changes make organizations and institutions less effective.  They reduce trust in institutions and other people.  Fewer and less positive group experiences reduce the incentive to invest in other group experiences.  Once again, there is a negative “ripple effect”.

“So, individualism comes at a high cost: the breakdown of marriage, the fragility of families, the strength of communities, the sense of the identity that comes with both of these things, and the equally important sense that we are part of something that preceded us and will continue long after we are no longer here.”

Collectively this leads to physical and social isolation, loneliness, and anxiety.  Relationships become increasingly transactional, we expect less from others, we give less in return, Martin Buber’s I-Thou framework is lost.  The data confirms these results.  Individuals feel more alone, have fewer friends, trust less and worry more.  This loneliness shows up in measures of suicide, alcoholism, drug abuse and longevity.

Groups were first formed to share food, defend against enemies, and perform as groups.  As the moral sense declines and mutual responsibility is experienced less often, groups become less effective.  Historically, strong groups have been a mutual insurance policy against the risks of life.  In a complex and challenging world, many groups are less effective in this role.

“One significant contribution of religion today is that it preserves what society as a whole has begun to lose:  that strong sense of being there for one another, of being ready to exercise mutual aid, to help people in need, to comfort the distressed and bereaved, to welcome the lonely, to share in other people’s sadnesses and celebrations”.

“We can do things that our ancestors could hardly dream, but what they found simple we find extremely hard.  Getting married.  Staying married.  Being part of a community.  Having a strong sense of identity.  Feeling continuity with the past before we were born and the future after we are no longer here.”

‘2. The Limits of Self-Help

Morality turns us outward.  “The pursuit of the right and the good is not about the self but about the process of unselfing, of seeing the world for what it is, not for what we feel or fear it to be and responding to it appropriately.  Morality is precisely un-self-help.  It is about strengthening our relationships with others, responding to their needs, listening to them, not insisting they listen to us, and about being open to others.”  Humans are given the ability to do second-order evaluations, stepping outside and viewing themselves as an object, considering their own thoughts and decisions in a broader framework, choosing which desires to satisfy.  Morality begins with but does not end with the individual.

Morality is based on high quality relationships, not self-awareness or self-esteem.  Personal growth is mostly stimulated by others who support, uplift, listen, advise, counsel, and challenge us.  With high quality relationships we are open to transformation.  Sacks cites literature, management guides, Viktor Frankl, Iris Murdoch, Adam Smith, and Plato in support of his view.  Transformation and growth come from the outside, not from internal contemplation.

Philip Rieff’s 1966 “The Triumph of the Therapeutic” is referenced as one of the first critics of the self-help movement, observing “individuals” aided by therapists as the replacement for religion and pastors.  The individual is capable, almost solely by himself, of managing his life.  Rieff notes that the “therapist-patient” relationship replaced the “individual-community” relationship.  Sacks notes 2 reviews of the self-help literature that concluded that the field has been a failure, delivering narcissism, self-obsession, aggression, materialism, indifference, shallow values, and anti-social attitudes.  He notes that even Abraham Maslow and Carl Rogers eventually questioned self-esteem as a worthy goal to pursue.

Sacks argues that morality, purpose, and the good life are derived from relationships and community.  The individual cannot reverse the sequence and individually pursue self-esteem, self-actualization, and happiness.  They can only be achieved as a byproduct of morally engaging in community and pursuing a calling or vocation.  Achievement can drive self-esteem, but not vice versa.

‘4. The Fragile Family

Rabbi Sacks has strong views in this chapter.  He notes that civilizations have used various family structures but concludes that “The family – man, woman, and child – is not one lifestyle choice among many”.   Humans are one of a few mammal species with children that require years of attention, so “pair bonding” was required for our success.  Families are biologically natural.  In many early human cultures polygamy developed as powerful alpha males leveraged their dominance.  He quotes James Q. Wilson, “in virtually every society into which historians or anthropologists have enquired, one finds people living together on the basis of kinship ties and having responsibility for raising children”.  The Hebrew culture promoted monogamy as every person had been created in the image of God and had an equal right to marriage and children. 

This religion also stressed the love of God and man, man and neighbor, man and stranger, and man and wife.  The relationship was a moral bond, a covenant, something more than reciprocal altruism.  It is described as “faithfulness, fidelity, loyalty, steadfastness, not walking away even when the going gets tough, trusting the other, and honoring the other’s trust in us.”  Sacks notes that the Jewish people have survived due to their faith, family, and community.  Marriage, like faith, is a sacred moral virtue.  He notes Martin Buber’s insight that “truth, beauty, goodness, and life itself do not exist in any one person or entity but in the “between”. 

Marriage provides an opportunity for two equal individuals to be transformed into one and experience transcendence.  This experience helps to further develop moral capabilities.  It provides an opportunity for “bride and groom” love equal to “God and man” love.  It gives individuals an opportunity to frequently think outside of themselves, to give and receive counsel.  It provides an opportunity to manage desire and submit to a higher value.  It gives the opportunity to have children, provide for them, educate them, and raise them within the community, offering an identity and transmitting culture through generations.  “One of the great achievements of the West … the single most humanizing institution in history.” 

Sacks decries the notion of “free love” that began in the 1960’s.  It breaks apart the elements that marriage knits together.  Sex from love.  Love from commitment.  Marriage from having children.  Having children from being responsible for their care.  We see sex without responsibility, fatherhood without commitment, marriage as a mere formality.  The breakdown of the traditional family has been quite significant.  Fewer and later marriages.  More divorces.  More births outside of marriage.  More children living without one or both parents.  The author notes that these trends have stabilized and that research by Robert Putnam in “Our Kids” shows that the top socioeconomic “one-third” of society remains committed to marriage, family, career, religion, and community.  However, the bottom “one-third” has very low rates of marriage and two-parent families and most births without the benefit of married parents.  This lack of investment in children has very negative consequences: poverty, health, security, safety, education, opportunity, mental health, crime, drugs, alcohol abuse, teen pregnancy, etc.  Society invests in mitigating these “social ills”, but marriage and a secure family appear to be a critical base for child development that cannot be replaced by programs.

’10. Time and Consequence

The market, state and society all struggle to balance short-term and long-term costs and benefits.  Each is guilty of overemphasizing short-term effects and ignoring long-term effects.  Investors and financial markets roughly limit time trade-offs through interest rates and security prices even though major mispricing across time is common.  Separation of powers, different legislative roles, young voters, and political party self-interest attempt to inject some balance in politics.  Morality can play the key role in determining social attitudes, norms, and laws.  It is the most critical factor of all.

Morality has historically played a conservative role in slowing social changes.  Religions and conservative political parties emphasize relying on what has worked historically versus what might work or might fail due to the “law of unintended consequences”.  Sacks points to modern chaos theory as proving that deterministic reasoning is incapable of predicting the effects of changes in complex systems like society, so it is best to be very cautious.

Sacks focuses again on the 1960’s when “classic liberal” political leaders chose to prioritize John Stuart Mill’s view that “the only purpose for which our power can be rightfully exercised over any member of the civilized community, against his will, is to prevent harm to others.  His good, either physical or moral, is not a sufficient warrant”.  Political and social leaders also tacitly embraced the expanded use of marijuana and drugs as part of “freedom of choice”.  Sacks points to the economic, individual, spiritual, and societal costs of drug use today as proof that this was a very bad decision.

Sacks criticizes Utilitarianism, allied with classical liberalism’s optimism about rationality, education, and human progress, as being overly simplistic and inadequate for considering individual or public policy choices.  How does utilitarianism manage costs, benefits and consequences that extend through time?  For how long?  How probable?  Intended?  Foreseeable?  He argues that decision makers must accept that they have a limited ability to see the future and should make changes slowly, incrementally and with a concern for if they can be reversed if needed later. 

Sacks is especially critical of modern society’s “rationalistic hubris” and “fatal conceit” when applied to moral norms and institutions.  He argues that society has learned through time that it requires a system of deeply embedded “thou shalt not” rules to offset the weaknesses in human character.  They may be religious, cultural, or secular norms, but they must be widely held, taught, and reinforced.

‘3. Unsocial Media

The author sees the proliferation of electronic communication and social media as a revolution with as large of an impact as the printing press, some good but much very bad.  This seductive technology has captured 7 ½ hours per day of screen time on average.  Individuals become addicted, are seldom fully present, struggle to focus, promote themselves, worry about comparisons with others, become short-term and shallow thinkers, lose sleep, become anxious and depressed, lose trust, have more contacts and fewer friends, and fail to build face to face social and moral skills.

Sacks worries most about the loss of time to build social and moral skills.  He argues that impersonal electronic communication simply cannot substitute for being in the presence of another person, reading their analog verbal and non-verbal communications, listening, valuing them as people, moving back and forth, empathizing, investigating, managing the tone of a conversation, injecting humor, trying seriousness, changing subjects, summarizing, refocusing, doing the human and communications dance.  He references Martin Buber’s “I-thou” relationship and Emmanuel Levinas’ encounter with the face of the other.

“Bonding, friendship, trust, discipleship: these emerge from face-to-face conversation and the subtle clues that accompany it and that shape the contours of human interaction …  Morality is born when I focus on you, not me; when I discover that you, too, have emotions, desires, aspirations, and fears.  I learn this by being present to you and allowing you to be present to me …   [on social media] character is trivialized into personality, ‘likes’ take the place of genuine respect, and the presentation of self takes the place of engagement with others …  Most fundamentally it leaves us morally underdeveloped, addicted to a search for popularity that has little to do with character, virtue, or anything else, and that is the worst possible training for resilience or happiness in the real world of real people and real relationships.” 

’12. Safe Space

Professor Sacks has a very high view of the role of the university.  A moral community of scholars collaborating in the pursuit of truth and managing the intellectual heritage of mankind.  Historically this institution has had its own values, norms, objectives, and practices.  Truth is the goal.  Truth requires a community, free speech, listening, being listened to, considering diverse thoughts, criticism, civility, respect, debate, rational argument, and evidence.

Twentieth century philosophy that denies any type of objective values leads to morality as merely emotional language.  Postmodernism agrees that there is no objective truth other than the domination and oppression of minority groups and the obligation to work against the powerful elites.  There are only “interpretations” of morality, history, language, and institutions.  Universities are not exempt from this analysis and provide an opportunity to actively pursue these ends through political means.  Hence, we get the cancellation of free speech, the ambiguous concept of microaggression, safe spaces versus non-safe spaces and no-platforming to ban threatening speech.

The university migrates from being a social institution in pursuit of truth and morality into a merely market-based trainer and a ground for political action.  Within this context, political activists can leverage grievances, threats, and intimidation to capture the university.  The non-university doesn’t believe in truth, morality, community, or its role as a social institution.  It loses free speech, listening, diversity, interaction, civility, and reasoned argument.  The faculty and institution cannot advance knowledge outside of technical specialties.

Students are deprived of the active learning community that makes them life-time learners and prepared for life’s mental, social, and moral challenges.  Students fail to learn critical thinking and effective psychological skills.  The university becomes part of the polarized political system, actively devoted to pursuit of a single political agenda, and strongly opposed to any other.  Oppressed minorities are praised, while other supposedly “privileged” groups are criticized, shunned, and attacked.  The university becomes an active player in opposing any moral order other than the postmodernist order.

’15. The Return of Public Shaming

Social media has provided an opportunity for individuals who feel that they or their worldview has been wronged to immediately seek redress from perpetrators in the court of public opinion.  In some cases, this has led to low power, status or resource individuals gaining support for their legitimate claims in a manner that was not available before social media times.

In other situations, it has led to “public shaming” of individuals perceived to have offended deeply held moral views of some individual or group.  “Political correctness” has gained an enforcement mechanism.  “The problem with vigilante justice is that it follows no legal norms.  There is no due process”.  It reinforces polarization.  Shaming, like revenge, is a personal response to a perceived threat to the honor of a group. 

Western culture has mostly adopted impersonal responses to offenses through its justice systems.  Religiously, penance and retribution have been used to atone for the offenses.  The individual maintains his moral agency, separated from the sin or the action.  Public shaming is a non-constructive tool of justice.

’16. The Death of Civility

“Loss of shared moral community means that we find it difficult to reason together.  Truth gives way to power … people start defining themselves as victims.  Public shaming takes the place of judicial establishment of guilt.  Civility – especially respect for people who oppose you – begins to die.  The public conversation slowly gives way to a shouting match in which integrity counts for little and noise for much.”

“Civility is more than good manners.  It is a recognition that violent speech leads to violent deeds; that listening respectfully to your opponents is a necessary part of politics in a free society; and that liberal democracy, predicated as it is on the dignity of diversity must keep the peace between contending groups by honoring us all equally in both our diversity and our commonalities … it is an affirmation that the problems of some are the problems of all, that a good society presupposes collective responsibility, that there is a moral dimension to being part of this nation, this people, this place.”

The “team of rivals” was “never less than respectful, they spoke about issues not personalities, and what united them was more than good manners.  It was a conviction they shared about politics: that it exists to reconcile the conflicting desires and aspirations of people within a polity, and to do so without violence, through reasoned and respectful debate. Listening to, while not agreeing with, opposing views, and trying as far as possible to serve the common good.”

The loss of civility is driven by individualism overshadowing community and morality, the internet providing effective tools for consuming only one’s own viewpoints and anonymously attacking others, and the divide between the “somewhere’s” and the “anywhere’s” in a global, competitive, meritocratic society.  There are large differences between the lived experiences, perspectives, and politics of the mostly highly educated, mobile, globally informed professionals and their counterparts who have less education, broad experience, income, opportunities, and options.  Modern politics is adjusting to this underlying change in the human landscape.  The philosophical loss of broad community, shared values and values combined with technologies that help to divide makes addressing these differences in a civil manner a large challenge.

Sacks provides three insights from the Old Testament.  “For there to be justice, all sides must be heard …  all truth on earth represents [one of multiple] perspectives … the alternative to argument is violence.”

‘6. Markets Without Morals

Sacks supports capitalism and global trade, noting that they have raised incomes for all, reduced poverty, engaged staff, encouraged innovation, and knit nations together to oppose war.  Unfortunately, markets do not inherently deliver a “fair” distribution of wealth and income.  They do not self-regulate against “bad actors”.  They promote a materialist, consumerist set of values.  Public morality is required to work against human greed.  He cites the individual corporate failures and fraud at the turn of the century and the broader failure of the banking industry in “outsourcing risk”, ignoring long-term factors, engaging in fraud and self-enrichment leading to the Great Recession.

Adam Smith and other leaders of the Enlightenment assumed a background of shared morality as they developed economic and political institutions to replace those of kings, nobles, and bishops.   The decline of that morality and the social pressures to comply, together with libertarian philosophies that justify focusing on the individual/firm alone rather than all stakeholders, has resulted in firms and individuals pursuing their self-interest using all possible means, including ethical gray areas, short-termism, and outsourcing risk to others. 

The “greed is good” aura of successful business leaders and mass media coverage encourages others to pursue the paths to riches and evaluate their lives and others based upon wealth alone, discounting things like character, honesty, integrity, and service to others.  Once again, the decline in shared morality has negative feedback loops that prioritize the pursuit of wealth and power while undermining morality, character and the common good.

‘7. Consuming Happiness

The Greek and Judeo-Christian traditions ideally emphasized doing good, seeking meaning, and leading the moral life as the route to happiness.  Developing virtues such as nobility, courage, temperance, wisdom, justice, righteousness, harmony, balance, and alignment with God/reality would lead to a transcendent, ongoing, resilient satisfaction.  Pursuing community-based joy in work (calling), family and simple pleasures was a wise and universally available approach.

During the Enlightenment a more direct route to individual happiness was proposed.  The feelings associated with pain and pleasure could be managed to produce happiness in the Utilitarian view.  Although some Greeks had adopted the hedonic (pleasure seeking) philosophy, this was uncommon.

In the last 500 years the West has achieved incredible standards of living, with higher wealth, comfort, security, health, choice, communications, knowledge, entertainment, and leisure.  Yet, once modest standards of living were achieved, happiness did not continue to grow.  Today, it is falling for many teens, and we see “deaths of despair” reducing lifespans.  Unconstrained, humans appear to have no limits to the pleasures they seek from consuming goods, services, and experiences.  They highly value relative wealth and consumption.  Firms use targeted advertising to make sure that consumers are never satisfied.  Individuals flaunt their wealth and consumption.  Consumption provides fleeting rather than lasting satisfaction, so the cycle continues without producing lasting happiness.  An addictive pattern and habits are established.  Moral values are “crowded out”. 

Sacks points to the effective role that an institution like “the Sabbath” can have in setting aside market, consumer values on a repeated basis to allow individuals to engage with moral values and community activity.

‘8. Democracy in Danger

In the West citizens are increasingly unhappy with their political representatives and systems.  Trust, political participation, hope and belief in liberal democracy are down.  The center-left and center-right parties face greater competition from populist parties at both ends of the political spectrum.  Citizens see their representatives as unresponsive, out of touch and ineffective.  Citizens are angry, increasingly willing to give up structural protections to gain results.

Sacks identifies a primary cause for this change as the slow shift from an American-style political system of limited government, individual liberty, inalienable rights, and a strong civil sector of family, community, and associations to a French-style system of centralized government, “the general will”, state provided services and minimal space for civil society to operate.  He points to the 1948 UN Declaration of Human Rights as a transition point where citizens moved from protecting their inalienable rights from government to demanding that government protect their human rights and deliver services.  Both systems highlight “rights and liberty”, but the definitions, philosophies, and priorities are distinct.  The US style is individualistic at its core to limit the state’s role and preserve civil society, community, and morality.  The French style is national/group at its core to guarantee certain individual legal rights and services.

Sacks argues that the American-style system can protect individuals from the state and preserve the community building role of families, churches, and associations at the local level.  He argues that the French model overpromises.  Formally, it promises to only identify the “general will” and deliver relevant protections and services, without “absolute” protections of individual rights.  Individuals have different perceptions of the “general will”, so they are consistently disappointed by the results of politics which invariably do not exactly match their views.  Citizens pay taxes and obey the laws.  They develop a sense of entitlement to the services, programs, regulations, courts, and other state institutions.  The demand for services grows while the willingness to fund programs lags.  The state is an inherently impersonal actor and cannot deliver the local experience of working together to serve neighbors.  Citizens are especially disappointed by the historically dominant moderate parties and turn to others for new and better solutions.

The author is no fan of populist parties which overpromise even more, sometimes addressing specific issues effectively, but being incapable of solving the inherent tension between unrealistic expectations and limited resources.  They tend to become authoritarian, employ communication tricks, remove structural safeguards, buy and sell assets, mortgage the future, start wars, debase the currency, start trade wars, identify and demonize scapegoats, reinvent truth, etc.  The specter of a negative feedback loop destroying civil society and the political system looms.

’13. Two Ways of Arguing

Sacks calls for a “pox on both your houses”, criticizing the woke postmodernist new left and the populist extreme right for failing to participate in the “search for truth” or to recognize their shared interests and humanity.  This chapter is mostly focused on the caustic, one-sided attacks on social media by younger citizens.  He quotes President Obama’s advice to work “hands-on” as an activist to persuade others and notes that successful activists offer the same advice. 

Political issues are inherently complex, messy, divisive, principled, and multi-faceted.  Most are not primarily matters of “right and wrong”.  Practical politics is like making sausage, requiring compromises, and best done only by those with strong stomachs.  Demonizing the “other” increases polarization and starts a negative feedback loop.  Trade-offs are required in all negotiations and require innovative ways for all parties to believe that they have benefitted regarding their most important goals while giving up just a little.  Solutions may leave some issues for the future, ambiguous or delegated to administrators.

The law of contradictions does not always apply to political or religious arguments.  Two apparently opposite approaches may BOTH be right, in different times, places or situations.  Universal ideals are important but very difficult to implement as laws.

Sacks points to the Old Testament and Jewish experience for advice.  Arguments abound.  Between scholars, prophets, schools, and sages.  Between God and man.  Between angels.  The process of debate is deemed to be good.  Dissent is constructive.  Arguing for the sake of heaven, truth and healing is good.  One view may be recorded as the enforceable law, but many are deemed valuable.  Arguments for the sake of victory and power alone, ignoring the truth, are rejected.  While Sacks holds many conservative cultural positions he is consistently in the classic liberal camp in support of the value of reasoned communications, criticism, and debate.

He encourages activists and citizens to recognize their shared situation and common interests as neighbors, coworkers, teachers, coaches, volunteers, taxpayers, consumers, sports supporters, parents, retirees, citizens, travelers, seekers, humans, believers and inheritors of history, morality, and society.

’14. Victimhood

Suffering, betrayal, injustice, oppression, inequality, and exclusion exist in all societies.  Individuals who experience unfair treatment have two basic choices.  They can choose to look backwards as the objects of mistreatment and embrace a sense of victimhood.  Or they can look forward as free choosing moral agents and move on with their lives.

Sacks points to Abraham and holocaust survivors as positive role models who take the latter route.  They look forward, take constructive steps to rebuild their lives and use their experience to teach others.  They don’t relinquish choice, complain, remain angry and bitter, stew in victimhood, or seek retribution.  They focus on the actions which they can control which can deliver future happiness.

The author outlines how a victimhood culture has developed in the post-war West.  The “triumph of the therapeutic” described by Rieff explains how a feeling-based individualism pursuing self-esteem and self-actualization set the stage for a departure from historical norms of personal responsibility.  The fight for individual rights for racial minorities and women evolved into a demand for group-based recognition, proper regard, and self-esteem.  Minimal state protection of individuals became group rights to “equal” status and recognition. 

This was driven by the neo-Marxist postmodernist philosophy that sees everything as a matter of power and oppression.  All minority groups and intersectionalities are directly and indirectly oppressed by all the tools of the ruling society: language, politics, economics, education, entertainment, religion, and culture.  As seen by the existentialists, the individual members of an oppressed group often don’t even know they are living an inauthentic life and must be liberated to see that they are victims of oppression.  Conflict between groups is necessary.  History must be rewritten from the victim’s correct viewpoint.  Overthrowing the oppressors is an ideal, existential goal rather than just negotiable politics.  The oppressor group is morally wrong (blamed) and any opposition to victory must be shamed (cancelled). 

This requires the state to intervene to protect these essential “rights” of the groups and individuals.  These rights become politicized rather than promoted by individuals and civil society.  Political conflict is unavoidable when one group blames another group.  Sacks notes the progress of Western politics and society in the last century in expanding and protecting individual rights and the ongoing responsibility of individuals and society to address all moral wrongs.  He fears that making these issues purely political will not change human nature but will result in group conflict and polarization without an easy exit path.

Sacks once again contrasts Greek and Judeo-Christian cultures.  The Greek culture emphasizes fate, the impersonal role of external forces, individual impotence, a tragic view of life and the need for individuals to always consider the community’s views to avoid shame, from which there is no good path of recovery.  The biblical culture emphasizes the individual relationship between man and God, free will, responsibility, internal guilt in the face of an all-knowing God, a path of penitence and forgiveness and ultimate hope.  He emphasizes that victimhood and shaming belong to a tragic culture, so are inconsistent with modern Western views.

Individuals who choose to adopt the “victim” perspective harm themselves.  They cannot change the past, but they can recycle emotional pain and block future opportunities for personal, character, family, social and economic growth. 

“Victim” groups have an even larger negative impact on society.  They push individuals to assume the “victim persona”.  They undercut individual and civil society steps to improve conditions for mistreated individuals and groups.  They encourage a revolutionary “us” versus “them” context resulting in continued group conflict and preventing incremental political solutions.  They encourage individuals to adopt unrealistically ideal views of themselves (pure) and others (bad), engage in virtue signaling and critic shaming.  They fundamentally undercut the individual based rights and responsibility perspective.  They replace truth with power and victory as the supreme value.

’18. Meaning

Rabbi Sacks begins with, “Philosophers have traditionally identified the search for a meaningful life with service to a moral cause, a community, a country, or God.”   Unfortunately, with the shift from “We” to “I” Western citizens and students prioritize financial well-being over learning, helping, and developing a meaningful philosophy of life.  The intellectual/artistic class, in the shadow of postmodernism, is left adrift, with only subjective values, unlimited freedoms, no rudder for guidance, resulting in a bleak nihilism.

Sacks considers the life and critics of David Foster Wallace as representative of the modern intellectual milieu which “favored highly intellectualized, complex and aestheticized principles instead of embracing simplicity.”  Wallace suffered from mental illness and committed suicide.  He produced acclaimed literary works but saw widespread cultural discontent, lostness and a lack of inherited meaningful moral values amongst his peers.  Sacks dismisses easily finding adequate meaning in simplicity or mundane activities but notes that highly experienced mystics have taken this path.

The modern view that privileges the role of isolated, autonomous agents and dismisses God seems just as destined to failure today as it was in the times of radical skeptics Pascal and Nietzsche.  Some say that “God is dead” while others say, “we’re not listening”.  By assuming away God, objectivity and meaning we remain in a world described by the title of Sarte’s 1944 play “No Exit”.  Sacks rejects the option of polytheistic pursuit of peak experiences through the arts and sports as ultimately unfulfilling distractions.

Sacks notes that meaning is defined by fate in pagan worlds, faith in Abrahamic religions and fiction by postmodernism.  Moderns argue that fiction may have meaning for a single individual but cannot have ultimate meaning.  Sacks contrasts science and religion and their complementary cognitive modes, embracing the integrative forces of narrative as equal to the scientific method in its truth claims.  Sacks argues that the “redemption narrative” where an individual faces difficulties, suffers, but still moves forward in hope to finally reach a goal that serves others is a possible source of meaning even in a skeptical context.  He does not directly tie this to Christianity, Taylor’s Secular Age, religion, or myths.  He emphasizes that humans are “story telling” beings that can gain stability in the present (achieve meaning?) by considering the past and aiming towards the future.

’20. Which Morality?

We have a solid understanding of the various moralities or moral systems practiced today and in the past.  Moralities start as “thick” combinations of religion, ethics, customs, rituals, taboos, manners, protocols, and etiquette based on a single time and place.  They may evolve into more focused “thin” theological systems with more universal applicability.  Haidt identifies avoidance of harm, justice as fairness, loyalty, reverence, and respect as common moral dimensions.  Cultures can be organized around the goal of their ethics: civic/service to the local government, duty to a hierarchical system, honor in a military or courtly world, or love-based morality.  Different cultures tend to produce different kinds of individuals, oriented towards tradition, inner thoughts, or external influence.

Sacks argues that our awareness, analysis, and appreciation of many cultures does not absolve us of the need to choose a culture, community, ethics, and morality.  To pursue a meaningful life, we must choose a moral community and engage our thoughts, feelings, and actions.

“A mature understanding of the many ways there are of organizing a society and a life may make us more tolerant of people unlike us, but it does not preclude the knowledge that, if we are to find meaning, depth, and resonance in life, we must choose a language of deeds as we choose a language of words.”

’22. Morality Matters

Human nature is unchanged, and people wish to be moral.  Telecommunications makes us more aware of the needs and sufferings of individuals and the actions that could help.  We have more resources to address those needs.  The latest generation shows an increased sense of moral responsibility.  Since the Reagan/Thatcher period, the state has been a smaller actor in areas where civil society can address social needs.  The basic moral rules are very widely held by actual communities (as opposed to philosophers): “help your family, help your group, return favors, be brave, defer to superiors, divide resources fairly, and respect other people’s property.”

The state and market cannot improve our moral situation.  Individuals can change their behavior to think, decide and act better and thereby influence others to join them.  Improved morality does not require an overarching plan and program.  It can be built by one act of kindness at a time.

Our current situation has been driven by lower religious participation, the conflicts of multiple cultures living side by side, and philosophical ideas that prioritize the individual over the community and claim that moral judgments are often simply fronts for political power.  Sacks emphasizes that the state has “crowded out” the institutions of civil society, making them less effective, removing individual morality building experiences and responsibility, inserting political considerations, and interrupting the “law of natural consequences” between bad moral decisions and personal responsibility.

“We will have to rebuild families and communities and voluntary organizations.  We will come to depend more on networks of kinship and friendship.  And we will rapidly discover that their very existence depends on what we give as well as what we take, on our willingness to shoulder duties, responsibilities, and commitments as well as claiming freedoms and rights.”

’23. From “I” to “We”

We have experienced a shift from “I” to “We” in the US in the 1830’s and 1930’s and in the UK in the 1850’s.  Cultures can be changed through new ideas, institutions, and leadership.  Humans naturally wish to “do good”.  These actions provide physical and mental health benefits.  In a wealthy society, incremental time and resources invested in service provide a greater return than extra consumption.

“In a covenant, two or more individuals, each respecting the dignity and integrity of the other, come together in a bond of love and trust, to share their interests, sometimes even share their lives, by pledging their faithfulness to one another, to do together what neither can do alone … A covenant is a relationship … about identity … [and transforms] … A covenant creates a moral community.  It binds people together in a bond of mutual responsibility and care.”

Business leaders, economists, thought leaders and professional employees are using covenant like thinking to reform corporations to consider the interests of all stakeholders once again, leaving behind Milton Friedman’s advice to maximize profit alone.

The US Declaration of Independence established the country in covenant terms, and these were renewed by President Lincoln during the Civil War.  “Covenant politics … is about ‘We, the people’, bound by a sense of shared belonging and collective responsibility, about strong local communities, active citizens, and the devolution of responsibility.  It is about reminding those who have more than they need of their responsibilities to those who have less than they need.  It is about ensuring that everyone has a fair chance to make the most of their capacities and their lives.”