...and who doesn't like them?

Likewise, the age group that views evangelicals most negatively may also be counterintuitive. It turns out that it is old, not young, people who hold the strongest anti-evangelical attitudes. In 2007, when the Pew Forum released its most recent data on the question, 45 percent of non-Christian respondents ages 50 and over expressed unfavorable opinions of evangelicals. This was meaningfully higher than the 36 percent of young respondents (ages 18-29) and the 32 percent of middle-aged respondents (30-49) who said this. While popular discussion focuses on young peoples' attitudes, the story here isn't "losing the next generation" but rather "what Grandpa is cranky about now."

...

But what happens when people view their own group negatively, as many evangelicals seem to? According to Tajfel, this situation creates emotional and mental tension. Since people are driven to see themselves in a positive light, and our self-concept is tied to our group memberships, then feeling bad about our group makes us feel bad about ourselves, and something's got to give.

Tajfel identified four strategies that people use to reconcile this type of situation: (1) Work to raise the status or quality of the group to which you belong. This can take the form of protest or other collective action. (2) Hide your association with the group, so as to avoid any stigma associated with it. (3) Distance yourself from the group or leave it altogether. (4) Disengage from non-group members, spending more and more time with members of your own group, by whom you feel affirmed.

 ...Some evangelicals today, meanwhile, are strongly advocating that Christians reform their image in the world by acting more Christlike. No doubt we should act more Christlike, but an emphasis on "acting better" to create affinity between evangelicals and others might be misguided if that affinity already exists; it potentially overstates and even creates social barriers and conflict. Furthermore, this emphasis might actually deter evangelism, reduce commitment to Christianity, and even drive some Christians out of the faith.

CT (again)