A decade ago, Virginia Postrel argued in her book The Substance of Style that we live in an age of aesthetics, a period where the way things look, feel, and smell have come to matter to all social classes. She explained why the aesthetic aspects of products, services, and experiences are not merely cosmetic niceties but tap into deep human instincts and needs.
Many corporations, such as Apple and Target, have used this insight to attract new customers and increase customer loyalty. But social entrepreneurs whose “customers” are the poor and needy have been slow in making their services more aesthetically pleasing. One prominent exception is the services provided by Willow Creek Community Church, an evangelical megachurch located outside of Chicago. According to the Chicago Tribune,