To me, we’re marketing hope.

The line frames Osteen’s ministry in the language of branding and sales: what is being “marketed” is not a product but an emotional and spiritual promise—hope. Read sympathetically, it suggests an evangelistic strategy focused on encouragement, optimism, and accessibility, presenting faith as a remedy for discouragement and hardship. Read critically, the phrasing can imply a commodification of religion, where spiritual consolation is packaged and promoted like a consumer good. Either way, the quote crystallizes a central feature of Osteen’s public persona: a message designed to be broadly appealing by emphasizing uplift, possibility, and positive expectation.