In a section of his book, The Courage to Be Protestant, under the heading, The Church Vanishes, David Wells, in speaking of the results of marketing the church in our culture, says:
The truth is that without a biblical understanding of why God instituted it, the church easily becomes a liability in a market where it competes only with the greatest difficulty against religious fare available in the convenience of one’s living room and in a culture bent on distraction and entertainment…The constant cultural bombardment of individualism, in the absence of a robust theology, meant that faith that had rightly been understood as personal now easily became faith that was individualistic, self-focused, and consumer oriented. That was the change to which the church marketers attuned themselves. Instead of seeing this as a weakness to be resisted, they used it as an opportunity to be exploited. Increasingly, evangelical faith was released from any connections with the past, from every consideration except the self, and was imbued with no other objective than entrepreneurial success. As the evangelical experience was thus cut loose, it became increasingly cultural, increasingly empty, and increasingly superficial (pp. 11-12).
If this is how the church has “vanished” in our day, what must the church do to “reappear”?