Recent statistics have shown an increasing exodus of young people from churches, especially after they leave home and live on their own. In a 2007 study, Lifeway Research determined that 70% of young Protestant adults between 18-22 stop attending church regularly.
Statistics like these have created something of a mania in recent years, as baby-boomer evangelical leaders frantically assess what they have done wrong (why didn’t megachurches work to attract youth in the long term?) and scramble to figure out a plan to keep young members engaged in the life of the church.
Increasingly, the “plan” has taken the form of a total image overhaul, where efforts are made to rebrand Christianity as hip, countercultural, relevant. As a result, in the early 2000s, we got something called “the emerging church”””a sort of postmodern stab at an evangelical reform movement. Perhaps because it was too “let’s rethink everything” radical, it fizzled quickly. But the impulse behind it””to rehabilitate Christianity’s image and make it “cool”””remains.