One contrast between Christianity and the consumer society is that while one is inclusive the other is exclusive. Partisanship and elitism is frowned upon in the New Testament and the letter of James exhorts us to show neither favouritism nor no judge by appearance. In the Kingdom of God it is not the rich who are singled out and given special attention, but the poor (James ch2 v1). The letter strikes a particularly sober note in chapter 5 where the rich are held to account for what they did or did not do with their wealth. The prophet Amos holds the wealthy to account for their dismissive treatment of and attitude towards the poor. His critique of a hedonistic society seeking to satisfy the desires of those who can pay at the expense of those who can’t resonates with the consumer-driven society of our generation, ‘woe to those who lie upon beds of ivory, and stretch themselves upon their couches… who drink wine in bowls, and anoint themselves with the finest oils, but are not grieved over the ruin of Joseph!’ (Amos ch6 v4-6). The biblical record consistently commands the rich amongst God’s people not to rob the poor of their dignity. Deuteronomy 24 instructs the rich, those who possess land, in their duties towards the poor, they must not exploit the poor, rather they are reminded that they are in community with the poor.
We must become ethically aware consumers rather than consumers who take as much as they can for themselves without thinking of the wellbeing of society. Examples of good business practice which demonstrates ethical awareness are fair trade and Anita Roddick’s Body Shop. These companies exercise their buying power along ethical lines. Even Madonna stated that “nothing is what it seems” and challenged the consumer lifestyle. There is clearly a long way to go but Christians should no longer assume no one will listen. In the Old Testament, material wealth is considered a gift from God. Wealth is not in and of itself evil, but it must be seen for what it is and not a substitute for God himself. Deuteronomy 8 calls us not to forget God just because we are blessed with good things. It is when we become slaves to money that we have a problem, and it is likely to become a problem within a consumer society since it is money that feeds our addiction to spending. A consumer society encourages its citizens to store up their treasures on earth, while Jesus encourages us to store up our treasure in heaven.
With stories in the Bible such as the Rich man and Lazareth, Christians can learn that you are not condemned because you are rich – it’s how that money is spent and whether or not you treat other people well and use that money, not only for yourself but also to help other less fortunate members of society. As stated in Luke ch12 v16-21, ‘it is easier for a camel to pass through the eye of a needle than it is for a rich man to enter the Kingdom of God’. For example, is attempting to sell organs on eBay taking consumerism too far? Some would say so, because it is not only taking a way a person’s dignity but also another excuse for people to spend the money they have, even if it is to help someone else… is it just a slippery slope?
The Bible contains the guidelines for Christians today, but it can be interpreted literally or liberally. The increase in technology, which was not even heard of or thought of in Jesus’ times, are one of the major causes of consumerism. No one knows where to stop – there are always new inventions which soon become a necessity in everyday life, such as mobile phones. These problems were not even thought of then and therefore it was easier for people to live a simpler life where such technology was not available. Christians may see that the reason for consumerism is that with people leading more hectic lives, they need such electrical devices to cope. To live a simple life is not as easy as it once was, and Christians may have to interpret the Bible liberally to realise this. Amos ch5 v24 states ‘Let justice roll on like a river, righteousness live an ever-flowing stream’. It emphasises justice and responsibility. To act unjustly in the New Testament can lead you to a very nasty end. In the Bible justice goes beyond, it goes further than the benchmark for secular justice.
The Bible emphasises that Christians must be good stewards – use what you get wisely and exercise good stewardship. If you are a businessman and make a lot of money, you must be fair and honourable. A good steward is not greedy – you must be fair in your trade and do not trick other people and treat your employers and customers with respect. When does making a profit become greedy? If people have a strong faith in God, they’d go to any lengths to serve that God. If money was that God, how far would you go? With the situation of the NHS and private healthcare, is there one thing a Christian ought to do? If the rich and poor are equal, then should there really be a situation where the rich can afford to jump the queue and receive treatment earlier than others just because they can afford it? The consequences of consumerism are that society will become increasingly obsessed with material possessions. We live in the era of competition and league tables, where the increasingly informed consumers demand value for money and choice and a tailor-made solution to fit their individual needs.
Christian theology must challenge the consumer ideology that implies that identity can be bought at auction on eBay or by promising us the latest upgrade. Our identity is not something that we strive to purchase, only for it to always elude us, leaving us with a sense of failure and worthlessness. Indeed, we are being ripped off by the consumer society because our identity is where it has always been – ‘Hidden with Christ in God’ and grounded in the image of God.
