“Marketing understands that we are liturgical animals, that we are lovers, that we are longers, that we are shaped and primed by stories that capture our imagination. But we should know that, the church should be the centre that understands and appreciates that. So, if something like this model or argument is right, it will actually become a way to account for Christian assimilation to cultural forces. It actually helps you to understand Christian assimilation to consumerism, nationalism and all kinds of egoisms, because these –isms have had all the best stories. The devil has had all the best liturgies.
The proper response to that situation is to change our practice. It’s not just knowledge, right? I mean, I do think intellectual reflection on these matters is important; that’s kind of what we’re doing tonight. But what the impetus for that intellectual reflection should do then is prompt us to immerse ourselves in practices that will form us otherwise, to reactivate and renew those liturgies and rituals and disciplines that intentionally embody the story of the gospel and enact a vision of the coming kingdom of God in such a way that they’ll seep into our bones and become part of the background of our perceptions, the very baseline for our dispositions.”