The Christian products industry needs a theological renewal if it is to play its part in ensuring the health of the evangelical church in the coming years.

That’s the concern of CBA President Bill Anderson, who said that such a change “can only come as we as publishers and record companies and gift manufacturers and retailers give prominence and promotion to that which is sound and solid, refusing to capitulate to the pressure to promote what will sell.

“Let’s be biblically accurate and culturally relevant—without compromise.”

Anderson made his appeal in the first of a new series of “Industry Insights” commentaries from trade association leaders for Christian Retailing’s Web site. Each month he, Evangelical Christian Publishers Association President Mark Kuyper and Gospel Music Association President John Styll offer comments and opinions on key issues and trends.

Anderson’s debut column responded to a recent posting by influential blogger Michael Spencer, which drew widespread media attention and prompted debate for its predicting of a major collapse of evangelical Christianity within the next decade.

Anderson said that while he challenges some of Spencer’s conclusions, “I also realize that we in the Christian retail industry have to be willing to hold a mirror up to ourselves to evaluate how we are doing in building God’s kingdom in the culture in which we live.”

The decline Spencer sees coming is not inevitable, Anderson said, “if we tighten the belt of our biblical fidelity. Not if we begin to focus less on celebrity and more on authenticity and integrity. Not if we honor the relevance of the gospel and refuse to become irrelevant in the manner and methods we communicate and deliver it.

“Not if we are bold enough to say ‘no’ to what may appeal to the market but is not faithful to our calling.”