Denominations are out. Brand identity and good vibes are in
Welcome to Life.Church, one of America’s largest megachurches, headquartered near Oklahoma City. Really it is a chain of churches, with 44 sites across 12 states. Every weekend around 80,000 people attend one of 170 services in person. Most watch a pre-recorded sermon by a senior pastor, Craig Groeschel; a junior pastor acts as an in-personand a worship band plays live. The whole thing blends seamlessly, and it is streamed online, too.
Concentration among churches accelerated as costs rose in the 1970s, notes Mark Chaves of Duke University. Smaller ones lost members. Though evangelicals aim to convert non-believers, about three-quarters of those who join megachurches were already practising. “We’d like to think that we’re reaching atheists. We’re reaching some, but the truth is that the body of Christ is consolidating,” says Mr Tome.
Their success illustrates what it takes to compete in a dynamic spiritual marketplace. Bill Hybels, a megachurch pastor felled by sexual-misconduct allegations in 2018, was said to parrot Peter Drucker, a management guru: “What does the customer consider value?” Andre Audette, a political scientist at Monmouth College in Illinois, found that four-fifths of evangelical Christians have shopped around for a church—more than any other group.
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