The Rise of Religious Consumerism

9.30.2026

The diversity of religious movements that emerged after the American Revolution is impressive. Empowered by the distinctly American belief that all men are free to rely upon themselves rather than an established authority, ambitious people from all backgrounds and walks of life began to pioneer new religious groups, both inside and outside the bounds of Christian orthodoxy. Here we see the rise of the Free Will Baptists, the Mormons, and the Universalists.

“The democratic winnowing of the church produced not just pluralism but also striking diversity. The flexibility and innovation of religious organizations made it possible for an American to find an amenable group no matter what his or her preference in belief, practice, or institutional structure.”

It seems to me that this era of church history helped create what I would call “religious consumerism,” which remains a striking quality of American Christianity today. This emphasis on the churchgoer’s preferences has no doubt affected the way church leaders think about attracting new members.


Daily thoughts on The Democratization of American Christianity by Nathan O. Hatch.

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