The greatest danger of a marketing approach to sharing the gospel with the world around the Church is that it treats people as consumers—perhaps religious consumers, but consumers nonetheless. In The Culture of Narcissism, Christopher Lasch describes consumers as “perpetually unsatisfied, restless, anxious, and bored.” They have been educated by advertising and a milieu that champions consumption as a way of life into “an unappeasable appetite not only for goods but for new experiences and personal fulfillment.” Consumption is expected to provide “the answer to the age-old discontents of loneliness, sickness, weariness, lack of sexual satisfaction,” the malaise of boring and meaningless jobs, and “feelings of futility and fatigue.” At the same time, “it creates new forms of discontent peculiar to the modern age.” Since consumption can never keep its promises to fill the aching void in people’s lives, to create congregational members who treat religion as another consumer item is to train them not to appreciate the way in which God really does fill our emptinesses.