WWJD? HWLF. Effective Contextualization In The Modern Church

WWJD & HWLF

The phrase, “What would Jesus do?” has been a religious statement dating to the 1900s. In the 1990s this simple statement impacted a cultural and religious shift and inspired many to wear bracelets as a constant reminder. Many years later this phrase has continued in relevancy among the youth of America, and even was seen through a new lens, with an additional complimentary phrase, “he would love first.” This shift is an exciting case of effective contextualization in the modern church and a great example of how faith-based entrepreneurship can reach new generations.

 

Shift from WWJD to HWLF

Contextualization, as shared in class, is adapting a message to resonate with a specific audience, while maintaining its truth. The phrase gained popularity due to Charles Sheldon’s 1896 book In His Steps, in this book we see characters applying the values Jesus exemplified on earth to their everyday decision. Four years later, in the 1990s, the WWJD movement gained popularity sparking a conversation of personal faith.

 

Within Generation Z there is a shift to not only ask questions, but a longing for action in many areas of life. In response to this, we see the popular phrase “he would love first” becoming a growing movement. Aligning with the original statement, yet emphasizing the modern Christian values of love, grace, and service. This is an example of successful faith-based messaging that can shift with a culture without losing its foundation of truth.

 

Branding with a mission

The inspiring He Would Love First movement started in a college apartment. As young Christian entrepreneurs sought to answer the question, WWJD. As many are familiar with the WWJD movement, Casey Shultis, and his college teammates recognized how many young adults new in their faith might lack clarity on how to apply the message to their lives. In response, they decided on a simple answer, that Jesus, in all situations, would love first.

The brand quickly grew, initially creating bracelets that paralleled the WWJD style. As they continued to grow the brand started to offer not only bracelets but apparel to further support their mission. Not only did the HWLF brand sell products, but drove a movement to further evangelism, outreach, and discussion of faith.

 

Entrepreneurship, Faith-Based Branding, and the Modern Church

The WWJD and HWLF movement is an amazing example of the power within combining entrepreneurship and faith. What a wonderful thing to blend ministry with commerce! The transition from the question WWJD to the answer HWLF is a testament to the evolution of faith in culture. As Christian entrepreneurs, we should look to embrace contextualization, in support of the modern church’s efforts to engage with generations.