Jake Meador blames the poor styles of Jen Hatmaker on the megachurch. Evangelicalism of the 1990s relied more on personal branding than on churchly boundaries. The result is Hatmaker’s inability to see what’s at stake in LBGT debates. She’s a product of her megachurch culture.

Meador is especially hard on Bill Hybels and Willow Creek:

At the heart of this evangelical movement was the megachurch, which we have already mentioned. But the suburban megachurch calls for closer attention because it is in the megachurch that we find the methodological keys to understanding both the evangelicalism of that era and the second-generation spin on this same model that is embodied by women like Hatmaker as well as her friend Shauna Niequist, herself the daughter of the founder of this movement, Bill Hybels.

The seeker-sensitive movement began with a simple idea: Charitably stated, it was that the Christian faith was increasingly nonsensical to modern Americans and it needed translators who could listen to the culture and then speak about the faith in ways that were sensible to them.

Unfortunately, the way that Hybels and others like him attempted to do this work of translation depended far too heavily on secular ideas about marketing, branding, target demographics, and so on. The faith became a product, churches became places of entertainment and commerce, and pastors became the heroic CEOs with the right vision to grow the business:

So churches like Willow Creek leaned on a method for doing evangelism and outreach that essentially amounted to selling the Gospel using marketing strategies targeted at specific demographic groups. They did market research, figured out what people wanted in a church, and began shaping church services accordingly.

The problem with this method is that it can only ever be reactive. Seeker-sensitive evangelism and churches can only react to what they learn in their market research and what they gather from observing mainstream culture. But they cannot create work that drifts from the basic grammar and vocabulary that they inherit from the culture they’re attempting to reach.

My question is why does Tim Keller and Redeemer NYC get a pass? Redeemer is a megachurch, uses strategies designed for its urban context, and it came along at the same time as Willow Creek.

Meador may object that Hybels is not Keller when it comes to communicating or defending the truth of Christianity. But Meador forgets that Lee Stroebel was a big part of Willow Creek’s brand back in the 1990s and no one could apologize better for the faith than an atheist-journalist who studied at Yale Law School turned Christian teacher.

Plus, if you consider where some of the junior pastors in Keller’s New York City outreach landed, Meador could conceivably add Redeemer to his lament about evangelicalism and millennials. Anyone remember this (two years before Jen’s hatmaking went haywire)?

This aligns with our existing core vision: the doors of this church are as wide as the arms of the Savior it proclaims. We remain passionate about having as many people hear the gospel as possible. City Church will continue to receive into membership all those with a credible profession of faith and expect the same commitments represented in their membership vows.

On the other hand, we want to be clear what this now means. We will no longer discriminate based on sexual orientation and demand lifelong celibacy as a precondition for joining. For all members, regardless of sexual orientation, we will continue to expect chastity in singleness until marriage. Please pray for our Board as we continue to discuss pastoral practices with our LGBT brothers and sisters in Christ. Pray for our denomination, the Reformed Church in America, as it does the same.

So I ask, what gives?