The most recent commercials for Burger King pitch us an earworm jingle that sings, “At BK, have it your way… You rule!” You probably sang along with it as you read those words, right? The tune is catchy, but that’s not the only thing that sticks with us about these commercials. Burger King’s advertising team describes something about the human heart—in our sin, we are turned in on ourselves. They wouldn’t call it sin, and they don’t see it in a negative light, but Burger King’s slogan could also be a slogan for the spirit of our age: “Have it your way… You rule!” This spirit is something that has been termed, “Expressive Individualism.”
What is Expressive Individualism?
English Christian theologian Carl Trueman has done much in our day to help us understand this fleshly tendency. According to Trueman, expressive individualism declares, “In order to be fulfilled, in order to be an authentic person, in order to be genuinely me, I need to be able to express outwardly…that which I feel I am inside.”1“The Truth About Expressive Individualism” (interview) – https://www.youtube.com/watch?v=i0EgtiAT1Sc
In another place, he elaborates, “The expressive individual is the sovereign individual. All other relationships…are subordinate to the personal needs and feelings of me as an individual…I am the sovereign arbiter of what is good for me.”2“Expressive Individualism and the Church” (article) – https://www.9marks.org/article/expressive-individualism-and-the-church/
Expressive individualism is reflected in the heart of Diotrophes, “who likes to put himself first” (3 John 9). It is captured in Babylon’s self-perception: “Now therefore hear this, you lover of pleasures, who sit securely, who say in your heart, ‘I am, and there is no one besides me’… You felt secure in your wickedness; you said, ‘No one sees me’; your wisdom and your knowledge led you astray, and you said in your heart, ‘I am, and there is no one besides me’” (Isaiah 47:8, 10—emphasis mine).
In expressive individualism, one’s self defines identity, protects that identity, and promotes that identity.
What are the Dangers Associated with Expressive Individualism?
With expressive individualism being the cultural air we breathe, it is important for biblical counselors to be aware of the threat it poses.
Expressive Individualism Rejects Biblical Christianity
It rejects three realities at the core of the Christian faith. First, expressive individualism rejects the identity God has given us as His image bearers (Genesis 1:27). This is our true identity and the one we must reflect in this world.
Second, expressive individualism rejects the gospel of Jesus Christ, since He died “that those who live might no longer live for themselves, but for Him who for their sake died and was raised” (2 Corinthians 5:15). Jesus saved us from slavery to self to live in the freedom of a Christ-centered life.
Third, expressive individualism rejects the call of discipleship, since each of us is charged to “deny himself and take up his cross daily and follow [Jesus]” (Luke 9:23). To live as disciples, we live lives of self-sacrifice for the sake of Christ. This is the opposite of the call for expressive individualism.
Expressive Individualism Moves Toward Conflict, Not Unity
Consider these words from Martyn Lloyd-Jones: “The more man expresses himself, the worse things become. If each man is autonomous and is to express himself or herself, you’re bound to get conflict, aren’t you? If each one of us is a god and I determine I do what I think is right, and you think differently, there’s a clash immediately. We must both of us submit ourselves to God. We have an authority outside ourselves.”3Joan Bakewell Interviews Dr. Martyn Lloyd-Jones – https://youtu.be/-vbydx95tVQ
The truth of this is seen in Philippians 2:1-4. Paul calls the church in Philippi to complete his joy “by being of the same mind, having the same love, being in full accord and of one mind” (v. 2). In the next verses we see that this unity can only be achieved when these believers submit to Christ-like humility and “count others more significant than [themselves]” (v. 3). Expressive individualism, on the other hand, chooses to count one’s self as more significant than others, thus leading away from unity toward conflict.
Expressive Individualism Has No Regard for the Moral Nature or Harmful Effects of What is Being Expressed
For fulfillment and self-actualization, this mindset says, “If it is felt, then it must be expressed.” Whether or not God says it is right or wrong is not a deciding factor. This denies the morally sick nature of the heart without Christ (Jeremiah 17:9), and for believers, the presence of sin that still resides within us (Galatians 5:17). Furthermore, the pain, sorrow, and inconvenience experienced in the wake of the individual’s expression is considered collateral damage for the “greater good” of being authentic. This denies the second great commandment to “love your neighbor as yourself” (Matthew 22:39).
Expressive Individualism Makes an Enemy out of Anyone who Questions or Confronts the Individual’s Expression
This thinking turns away from anything that suggests disagreement. Online life becomes a welcomed “haven” since it allows easy cancellation of all who might oppose. This is a denial of God’s good gift of exhortation and correction. Expressive Individualism disregards God’s wisdom in verses like Proverbs 15:32— “Whoever ignores instruction despises himself, but he who listens to reproof gains intelligence.”
What are the Biblical Remedies for Expressive Individualism?
Counselees who are believing the lies of expressive individualism are embracing sin and living contrary to God’s reality. They need to “be transformed by the renewal of [their] mind” (Romans 12:2). Specifically, as a biblical counselor, you must be clear about the following truths in God’s Word, as delineated below.
Be Clear about who God is and who we are in Relationship to Him
God is the creator of everything and everyone; therefore, He is owner of everything and everyone (Psalm 24:1-2). Defining identity, purpose, and fulfillment are God’s prerogative, not ours. Further, as Christians, we have been “bought with a price”, which means we are not our own (1 Corinthians 6:19-20). The Heidelberg catechism captures this truth in claiming that the Christian’s one comfort in life and death is “That I am not my own, but belong with body and soul, both in life and in death, to my faithful Savior Jesus Christ.”
Far from being a cosmic killjoy when He calls us to deny ourselves, we know that God is pointing us to what is truly best for us, and we can say with the psalmist, “Seven times a day I praise you for your righteous rules” (Psalm 119:164).
Be Clear about the Call of Coming to Christ and Following Him devotedly
According to Jesus, finding true life means giving up life on our terms and surrendering to Him (Luke 9:24). Again, this flies in the face of Expressive Individualism, which proclaims the lie that true life is found in leaning into and doubling down on life as we define it, on our terms.
Be Clear about the New Identity We’ve Been Given in Christ
In addition to being image bearers of God, Scripture tells us that we’ve been given a glorious new identity in Christ that completely boxes out any so-called identity we might fabricate for ourselves. We are beloved sons and daughters of God (Galatians 4:4-7). We are citizens of heaven (Philippians 3:20). We are slaves of righteousness and slaves of God (Romans 6:18, 22). We live out of our sense of identity. Identity and lifestyle go hand-in-hand, so we need to make sure and get this right.
Conclusion: Expressive Individualism is More Prominent than You Might Think
For many, it is likely that expressive individualism initially provokes thoughts of transgenderism. Certainly, this is what has brought the subject to the surface of public discussion. However, it can be seen in a variety of expressions that are probably more common in your ministry of counseling.
Consider these examples: Spouses calling it quits on their marriage because they’ve been denying their feelings for too long, parents neglecting their children to pursue self-actualization, professing Christians “quiet-quitting” the church as they pursue “fulfillment” in other things, individuals increasingly trading real relationships for an online life that creates an echo chamber of affirmation.
Put simply, expressive individualism has permeated much of our culture, and the church culture is not exempt from that. But this should not alarm us, because, as always, the Word is sufficient, and the Spirit is infinitely powerful. Let us be prepared to help those who believe these dangerous lies and call them to return to their first love because no one can serve two masters (Revelation 2:4-5).
For additional resources, see:
The 2024 annual conference message: Counseling Expressive Individualism
Truth in Love 504: Expressive Individualism
