Biblical Answer

The Commodification of Identity

The contemporary commodification of identity is a significant issue that affects individuals in various ways. According to sociologist Robert Bellah, the irony lies in the fact that people purchase their identities from entities that never owned them in the first place. This is a reference to the way multinational corporations market and sell products that promise to give individuals a sense of identity and belonging. However, these products are often created to serve the interests of the corporations rather than the individuals who buy them.

The Authenticity of Identity

In contrast to the commodified identity, a Christian perspective on identity emphasizes the authenticity of one's identity in Christ. This means that an individual's identity is rooted in their relationship with Jesus Christ, who died for them and loved them unconditionally. As the apostle Paul wrote in 2 Corinthians 5:17, "Therefore, if anyone is in Christ, the new creation has come: The old has gone, the new is here!" This suggests that a person's identity is not defined by their possessions, status, or accomplishments, but by their relationship with Christ. When a Christian says, "You're not yourself today," they mean that the individual is not acting in accordance with their character as a child of God.

The Loss of Identity as a Business Owner

The loss of identity as a business owner can be a significant issue, particularly when it is tied to the commodification of identity. When a business owner's identity is rooted in their brand or products, they may feel a sense of loss or disconnection when they are no longer able to maintain that brand or sell those products. However, from a Christian perspective, a business owner's identity is not defined by their business, but by their relationship with Christ. This means that even in the midst of challenges or setbacks, a business owner's identity remains secure in Christ. As the Bible reminds us in Psalm 37:4, "Take delight in the Lord, and he will give you the desires of your heart." A business owner who is rooted in their relationship with Christ is able to find their identity and sense of purpose in Him, rather than in their business.