Redressing the Balance
I’ve been exploring the capabilities of AI and recently asked it to assess how The Salvation Army is perceived across our territory, particularly focusing on the tone of our communication. I was encouraged by the response. It affirmed that our messaging is warm, inclusive, human-centred and humble yet purposeful.
However, it also observed that our Christian message is ‘not overt but subtle and values-based’—in other words, it often flies under
the radar.
While subtlety has its place—and has served us well in many contexts—I find myself wondering whether this approach will continue to serve us in the evolving cultural and spiritual landscape of our four nations.
According to the 2023 census, 51.6 percent of New Zealanders now identify as having ‘no religion’ and the number of people identifying as Christian continues to decline. Yet, as reported by Dr Stuart Lange in the 2023 Church Life Survey, many people remain spiritually curious. In fact, 81 percent of respondents resonate with some form of spiritual belief, and a remarkable 90 percent say they hold a positive view of Jesus.
This presents both a challenge and an opportunity. As part of the Church, we are called to connect with a spiritually open but religiously cautious audience. To do so, our messaging must remain relational, story-driven and values-aligned—but it must also be unmistakably rooted in Christ. And it must honour the cultural and spiritual diversity of the communities we serve.
As William Booth once said: ‘Faith and works should travel side by side, step answering to step, like the legs of men walking. First faith, and then works; and then faith again, and then works again—until they can scarcely distinguish which is the one and which is the other.’
Balancing social justice with faith proclamation is at the heart of The Salvation Army’s mission, and it’s a dynamic tension that requires intentionality, clarity and spiritual depth.
Now is the time to redress the balance; raise up the name and work of Jesus Christ—not just quietly, but confidently and compassionately. Faith gives social justice its eternal perspective, reminding us that we are not just meeting needs, we are participating in God’s redemptive work.
The magazine can be viewed either as an online magazine on Issuu, or the bulk of the articles, leadership links, news, and shorter reflections (Grace Notes) have been added into their various sections.
I welcome your feedback and suggestions, and also your photos, letters, crafts and stories. Please email: [email protected]
Magazine Contents
Articles
The Shelter Within: Restoring Hope in Fiji
Leadership Links
What’s So Special About Being Together?
Faith Stories
Faith, Family and New Beginnings
Grace Note
Salvationists in History
Reviews
Celebrities for Jesus: how personas, platforms, and profits are hurting the church
