Deconstruction, Exvangelicalism, and Church Hurt: Implications for Marketers

“I’m in the process of deconstructing.”

I’ve heard this phrase more times than I can count. From close family to casual friends, many people in my life have embraced the trend of deconstructing their faith, dismantling it brick by brick until little remains. While the #Exvangelical trend is a newer phenomenon on social media, the concept of deconstruction isn’t. It dates back to the 1980s, when society, fueled by secular humanism, began to scrutinize the Church and say, “No, thank you.”

What Does Marketing Have to Do With Deconstruction?

At first glance, the answer might seem to be “nothing.” After all, what could advertising, marketing, or sales possibly have to do with someone walking away from their faith?

As it turns out, quite a lot.

Although the reasons people deconstruct and walk away vary, several themes have emerged. Among the most common:

• People increasingly take issue with megachurches, accusing them of power imbalances and prioritizing notoriety over salvation.
  
  
• These same churches are often specifically accused of financial and emotional manipulation.
  
  
• Pastoral abuse regularly makes headlines, prompting distrust in faith leaders.
  
  
• At the local level, churches face accusations of gossip, malice, and prioritizing self-interest over others.

I once heard a Pentecostal preacher declare that people uncomfortable with his boisterous preaching and tongue-speaking should “just get out.” That same church ignored gossip that harmed its members. One man, feeling so unwelcome, stood up during a worship service, declared he would never return, and walked out.

As Luke 6:45 states, “A good man brings good things out of the good stored up in his heart, and an evil man brings evil things out of the evil stored up in his heart.” Unfortunately, many deconstruct because the fruit they see in churches is rotten.

What This Means for Christian Marketers

In a world where trust in institutions—religious and corporate—is waning, marketing faces a unique challenge: connecting authentically without spiritual exploitation. Many individuals carry “church hurt”—emotional wounds from negative experiences in Christian communities—making them wary of faith-based messaging. Ethics is a fine line to walk, and for marketers, success hinges on a commitment to never commodify Christ for profit.

Understanding Church Hurt and Deconstruction

Church hurt often stems from experiences of judgment, hypocrisy, or exploitation in religious settings. For example, someone might feel betrayed by a church that prioritized financial gain over spiritual care. When the hurt becomes overwhelming, some turn to deconstruction to critically examine and dismantle their faith. While this process may begin as a quest for a more honest relationship with Christianity, it can also alienate a person from their beliefs entirely. A jaded heart is hard to reach.

Actionable Idea: Marketers must understand the skepticism of audiences “burned” by inauthentic promises—whether from a church or a brand. Authentic marketing rejects manipulative tactics, prioritizing trust over transactions. Avoid contributing to church hurt with deceptive, dramatic, or unethical marketing. Tell the truth, be honest, deliver real value, and let Christ’s love shine through your messaging.

The Role of Empathy in Marketing

A marketer’s job is to understand their audience. This is especially critical in faith-based marketing. Empathy is the cornerstone of connecting with those who’ve experienced church hurt. These individuals are hyper-aware of insincerity, so marketers must genuinely grasp their pain points. For instance, a wellness brand’s campaign might acknowledge the emotional toll of spiritual disillusionment without presenting a product as a total “fix” for spiritual or theological struggles.

Actionable Idea: Create content that validates feelings of hurt without judgment. A blog series titled “Healing from the Hustle” could share real stories of people rediscovering trust, subtly tying in how your brand supports personal growth without exploiting vulnerability.

Authenticity: Walking the Talk

Authenticity means aligning actions with words. A church that preaches love but shuns questions about its finances mirrors a brand that touts “transparency” while hiding shady practices. Marketers can learn from empty pews in controversy-riddled churches by ensuring campaigns reflect genuine values.

Actionable Idea: Showcase your brand’s imperfections. For example, a clothing company could share a behind-the-scenes video detailing its struggles to source materials in the U.S.A. while outlining steps to build its American workforce. This approach embraces truth and growth, building trust with skeptical audiences.

Avoiding the Commodification of God

Turning spirituality into a product—think fear-mongering apocalyptic warnings or prosperity gospel “give-money-to-secure-your-blessings” tactics—is a surefire way to lose an audience. Marketers must avoid exploiting Christianity for profit. Profitability is possible without exploitation. Let biblical values like honesty, humility, and faithfulness, as outlined in Scripture like Proverbs 16, guide your decisions.

Actionable Idea: Create meaningful connections between spiritual values and human experiences. For example, a coffee brand could market its fair-trade beans by highlighting the dignity of farmer communities and how each purchase supports small, family-owned operations. This storytelling is far more profound than simply adding a cross on your brand’s label.

Ethical Storytelling: Honoring Real Experiences

Storytelling is powerful but must be ethical. Playing on people’s weaknesses—e.g. fears of the future or financial instability—as a marketing hook is exploitative. Instead, share stories that uplift and empower, respecting the complexities of human emotions.

Actionable Idea: Partner with influencers who’ve openly shared their struggles and have drawn closer to God through overcoming darkness. A skincare brand could collaborate with a creator who ties self-care to emotional healing, focusing on resilience and spiritual growth rather than simply walking away from God.

Practical Steps for Marketers

Ready to embrace next-level storytelling that reaches audiences with care, empathy, and a heart for God? Here are some tips to get started:

Listen First: Conduct surveys or focus groups to understand your audience’s experiences with trust, marketing, and their Christian faith.

Be Transparent: Share your brand’s values and processes openly, even when it’s uncomfortable.

Train Your Team: Ensure your marketing team understands the nuances of relationship-building to avoid tone-deaf campaigns.

Measure Impact: Track engagement metrics to see how transparent campaigns resonate more than conventional ones.

Choose Influencers Carefully: Align with influencers who genuinely embody Christian living.

Conclusion

Marketing in an era of skepticism demands more than catchy slogans—it requires empathy, authenticity, and a refusal to commodify Christianity for profit. Marketers must create campaigns that don’t just sell but connect, heal, and inspire.

Reflect on your brand’s approach. Challenge yourself to understand your audience’s needs and pain points. Dig deep to craft messaging that honors Christ instead of using Him as a sales tool.

Let’s create campaigns that don’t just sell but inspire. Contact us today.