My View from 1958

I recently read on article in the Wall Steet Journal (December 1, 2024) called “Sales of Bibles are Booming, Fueled by First Time Buyers and New Versions.” There was been a 22% jump in Bible sales in 2024.

The real question is “why”?  Are people looking in other directions for hope and positive messages? A scaffold for morality and ethics?  I believe we have all read articles that people today feel more anxiety, have a sense of hopelessness, and experience depression compared to years past.  There are many contributing factors to this including (yes, I have to say it) the pandemic, the political divide in America, the mainstream media, social media, world conflicts and so on. People are seeking answers to difficult questions. What do we do with grief, anger, why are we here and where am I going, what is my purpose?

Interestingly 28 % of people now consider themselves religiously unaffiliated compared to 16% in 2007.  Bible demand rises yet the country is more secularized. To me this solidifies the fact that that people are turning away from organized religion, but yet seeking answers.  I believe people of all generations are now a bit turned off by the Mega-Church or the “TV evangelists” who live in multi-million-dollar homes and drive BMW’s not to mention the clergy abuses. But I also believe this is an opportunity for the church. The surge in Bible sales suggests that people are seeking solace, security, and perhaps even spiritual fulfillment—all of which are the tangible value propositions of the church. A rebrand could help the church establish new meaning and solidify its place as the categorical authority.

I think many people are seeking stability, comfort and a sense of purpose. These are things that TikTok, Kim Kardashian or a “Like” on Facebook cannot provide or if they do provide, the positive sensation is short lived and then the search continues. The decline of organized religion and the simultaneous rise of Bible consumption is an intriguing cultural phenomenon that may reflect a broader shift in how people engage with spirituality. People are seeking understanding and guidance to the mysteries of life, but they’re doing so outside of the traditional institutional structures.

I do not think this is an altogether bad thing.  I believe the church has to rethink itself in light of this new reality. This is a great opportunity with the flock searching and re-discovering perhaps in anticipation of genuine religious leadership and guidance.

Source: Forbes Newsletter, “Why Surging Bible Sales Signal the Need for a Rebrand of the Church”, Dec 12, 2024; Collins, Marcus, DR.