Christian establishment is rethinking how it markets and positions itself on political issues.

Most controversially, the NAE statement explicitly throws its weight behind the growing "creation care" environmental movement, which asserts that Christians are stewards of God's creation. It is led by the Evangelical Environmental Network, best known for its "What Would Jesus Drive?" campaign.

"As evangelical leaders, we need to step up to our responsibilities to be leaders in the fight for clean air and water, to stop the burning of rain forests, cruelty to animals, overuse of pesticides, and the countless other issues that result from our consumer-oriented lifestyles," R. Scott Rodin, former president of Eastern Baptist Theological Seminary in Philadelphia, wrote in the book of essays that accompanied the report.

Better late than never. I actually think it'd be very interesting and even rewarding to be a PR rep charged with representing the Christian Coalition or whatever. There's a lot of unique re-branding and re-positioning opportunities there. I guess that's my old consumer trend analyst background talking.