Alan Hirsch critiques how evangelism has evolved in modern church culture, arguing that it has unintentionally fostered a consumer mindset. In their efforts to grow, he points out that churches have catered to consumerism by focusing on attracting people to religious services much like a business would attract customers. This approach has led to consumer-driven Christianity, where people approach faith as something to be consumed rather than as a lifelong commitment to discipleship.
Hirsch emphasizes that consumerism is an alternative religion, where people seek meaning, identity, and community through consumption—whether in shopping malls or how they engage with churches. However, according to Jesus’ teachings, true discipleship requires self-denial and a willingness to “carry the cross,” a concept that has often been downplayed in favor of more attractive, easy-to-sell versions of Christianity.
Hirsch argues that you can’t make disciples out of consumers. Discipleship involves sacrifice, transformation, and a commitment to follow Christ’s teachings, which contradicts the consumerist mentality of seeking instant gratification or comfort. He calls for churches to return to the core of the Gospel, which requires deep commitment, not just participation in programs or services.
Churches can cultivate a more mature and mission-driven congregation by shifting the focus from consumer-friendly evangelism to genuine discipleship.