We have reached a stage of civilization in first-world countries that could probably be called “hyper-consumerist.” Everything is a commodity to be bought or sold to the point where many people haven’t recognized the moment they stopped buying products and became one themselves. It is easy to get caught up in it when, before you know it, your email inbox receives hundreds of “flash sale!” ads every single day.

This can generate a fear of missing out; a fear that if I don’t buy now, I may actually be losing money. “The more you buy, the more you save!” is a constant refrain in this cacophony. Connect this idea of consumerism with your identity as a person and things get really ugly.

Many of the websites I shop at have a “Lifestyle” section of their store. If, for instance, I’m shopping at a site for woodworking tools, the lifestyle section offers me branded “merch” – stickers, clothes, cups, and general kitch which is supposed to signal to the world, “Look! I shop here. I am this kind of guy.” Additionally, our credit cards can be personalized with images of our favorite hobbies, “fandom”, or families. There is a weird sense of pride in showing off our stuff because the “stuff” makes the man.

Consumerism makes us believe we can be whoever we want to be, but the market always places limits on that reality. You can only buy what they sell, and they don’t sell everything. You don’t have infinite money if they did. And so, in essence, you become what they want you to be. This helps to explain so many of our other societal woes. The next time you shop somewhere, keep an eye out for the type of person the store is trying to create and supply. See if there is a consumer market for becoming a true child of God. Then “buy” a more excellent way (Isa. 55).

God invites us to a true identity you can’t find in a store. “Therefore if you have been raised up with Christ, keep seeking the things above, where Christ is, seated at the right hand of God. Set your mind on the things above, not on the things that are on earth. For you have died and your life is hidden with Christ in God. When Christ, who is our life, is revealed, then you also will be revealed with Him in glory. Therefore consider the members of your earthly body as dead to immorality, impurity, passion, evil desire, and greed, which amounts to idolatry. For it is because of these things that the wrath of God will come upon the sons of disobedience, and in them you also once walked, when you were living in them” (Col. 3:1-7). This identity isn’t something you can buy. Rather, you must be bought. “…You have been bought with a price: therefore glorify God in your body” (1 Cor. 6:20b). Many will balk at the idea of being purchased by someone else instead of having their own purchasing power. That’s slavery after all! It is. But take a look at your tags and remember; you’re wearing someone’s brand. Who is a better master?

 – DMF