Whether it’s TOMS shoes or fair trade coffee, there’s a growing movement that is encouraging people to support causes with the money they spend. Today I found a post that explores this idea from a Muslim perspective. Islam and Christianity are miles apart theologically, but when it comes to the economics of belief and the idea of “faith-friendly” spending, it appears that there are similarities between the two faiths. Perhaps that’s partly because consumerism has become a religion in itself, especially in the West.

The linked essay above deals with what makes a product or brand “Islamic”– is it more than simply stamping a Muslim name on the product? Mecca-Cola and similar soft drink brands came about because some Muslims around the world were no longer comfortable buying the American brands Pepsi and Coke. The company says it donates 10% of its profits to charities in the Palestinian territories and another 10% to charities in the countries where it’s sold.

We’re told to be responsible consumers– that every product we buy is a vote for anything from company policies to the policies of the governments of the countries where the companies are based. Chick-Fil-A, for example, no doubt gets some of its repeat business from Christians who buy sandwiches there out of a sense of loyalty or in support of its “closed on Sunday” policy. Zondervan Bible purchases help support the non-profit organization Biblica (formerly the International Bible Society). Tyndale makes a similar donation to Wycliffe Bible Translators. The list goes on and on. Who can honestly be against this idea of responsible purchasing?

I think the potential problem lies not in our consumer activities but in the idea that we need to use our money to manipulate other people, either positively or negatively. Note that I wrote potential problem… I’m not saying that it’s necessarily wrong to spend money with a bigger goal or cause in mind. In a way, “responsible consumerism” is like a reverse boycott– except rather than avoiding a company whose policies we don’t like, we’re supporting one whose policies we do like. So essentially we’re using our money to achieve a desired outcome. Like I said before, I’m not sure it’s wrong to think this way, but it does seems awfully close to the way the rest of the world does things.

I don’t know if I’m completely comfortable with that.

But I am curious to know what Mecca-Cola tastes like.

Wonder if a Christian cola would catch on?

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