This is the concept I resonate the most.
"The church must become a community of resistance. A community that subverts the cultural norm, a community that dismantles the dominant consciousness and offers an alternative to it."

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So consumption should not be the center of the Christian's identity, and I think you're getting at the question of whether even using the framework of consumption is in some way capitulation to consumer culture's values and worldview. That's a very good point – Christians should subvert and transform consumer language and find more thoroughly Christian language and vocabulary.