I grew up flipping through the Eaton’s Christmas catalogue like it was the Sears Wish Book on steroids. Downtown Eaton’s stores felt like palaces. Then, in 1999, it all vanished. Bankruptcy. Lights out. Gone forever.

A few blocks away, The Bay kept limping along. They tried a luxury makeover with Saks, launched a website nobody used, and kept paying rent on massive downtown buildings nobody visited. Today they’re still open — sort of. But if you’re under 35, you probably walk past The Bay and think, “Oh yeah, my grandma buys towels there.”

Then there’s Canadian Tire. Same company that’s been around since 1922. Same red triangle. Same “Canadian” in the name. Yet somehow they’re bigger, more profitable, and more relevant in 2025 than they were in 1995. They added autocentres when people wanted more than wrenches. They built giant new stores. They nailed online ordering and curbside pickup before most churches figured out Zoom. They launched one of the best loyalty programs in the country. Same mission. Completely updated methods.

Three iconic Canadian brands. Three different responses to a changing world. Three very different outcomes.

And every local church is writing the exact same story right now.

The message of Jesus never changes — full stop. But the methods we use to deliver that message must change, or we will slowly (or suddenly) become irrelevant to the very people Jesus died to reach.

Revitalization isn’t about chasing trends. It’s not about becoming “cool” or copying the megachurch down the road. It’s about ruthless obedience: refusing to let our love for the past keep the next generation from a future with Jesus.

• Eaton’s churches say, “We’ve never done it that way before,” and one day the doors close for good.
• Bay churches make a few cosmetic changes, survive on the generosity of the 55+ crowd, and slowly fade into a museum.
• Canadian Tire churches ask, “What has to change so that more people can meet Jesus?” — and then they actually do it.

Here’s the scary truth: most of our kids aren’t rejecting Jesus. They’re rejecting the version of church we keep serving them on 1995 (or 1965) china.

So let’s stop being shocked that young families aren’t showing up for 1995. Let’s start asking what we’re willing to lose so they can gain Christ.

Because Jesus didn’t call us to preserve our preferences. He called us to make disciples of the people who don’t look like us, sing like us, or even vote like us.

Canadian Tire didn’t become stronger by clinging to the past. They became stronger by staying married to the mission while changing everything else.

Imagine if we loved the mission of Jesus that much.

Imagine if we decided that reaching the next generation was worth killing every sacred cow we’ve been feeding for over thirty years.

That’s what revitalization actually is. And the good news? We still have time to choose which story will be ours.

Let’s not leave a legacy of “Remember when this place used to be full?” Let’s leave a legacy of “Look what Jesus is still doing here.”

Who’s ready to pick up the wrench and get to work?