Tuesday, July 13, 2010

No longer Christian

"Following a Trend, YMCA to Become Simply ‘the Y’":
One of the nation’s most iconic nonprofit organizations, founded 166 years ago in England as the Young Men’s Christian Association, is undergoing a major rebranding, adopting as its name the nickname everyone has used for generations.

“It’s a way of being warmer, more genuine, more welcoming, when you call yourself what everyone else calls you,” said Kate Coleman, the organization’s senior vice president and chief marketing officer. ....
And, of course, the change had little to do with that awkward designation, "Christian." Actually, of course, there has been nothing distinctively Christian about either the YMCA or the YWCA for a very long time. The post-Christian society marches on.

Following a Trend, YMCA to Become Simply ‘the Y’ - NYTimes.com