The wearing of a W.W.J.D. bracelet is intended in part to be a witnessing tool. You wear the bracelet, and your unchurched friend asks you what the letters stand for, you tell him, and you therefore have an opportunity to share your faith with him. The problem with this is that "What Would Jesus Do?" has very little to do with the Christian faith. The letters W.W.J.D. imply that Christianity consists of following certain rules and doing things a certain way just like Jesus did. To put it in Lutheran terms, the focus is on the Law and not the Gospel. It bears witness not to Christ's righteousness but to our own attempts at righteousness and could very easily convey the false message that our works contribute toward our salvation.
Some have suggested that a true witnessing tool would be W.H.J.D., "What Has Jesus Done?" That is, during His life, what did He do which accomplished the redemption of us sinners? A true witnessing tool would focus solely on Christ and His death and resurrection. "For by grace you have been saved through faith; and this not of yourselves, it is the gift of God, not of works, lest anyone should boast" (Ephesians 2:8-9).
But let us put the best construction on things. Suppose someone was wearing a W.W.J.D. bracelet simply as a visual reminder to himself that he is a Christian and to encourage himself to lead a God-pleasing life. Should we still be concerned? I believe the answer is "Yes." For even here, W.W.J.D. gives a false impression of what the Christian life is.
The Christian life is not me trying real hard to do good things, to be loving, to keep the commandments like Christ did. For the Scriptures say that nothing good dwells within me, and that all my righteous deeds are like filthy rags before God (Romans 7:18; Isaiah 64:6). Christ is not a new law-giver (John 1:17), and Christian living is not about me trying to figure out what Jesus would do and then doing that. It's about dying to myself through daily contrition and repentance and Christ arising in me through faith to lead a life of righteousness and purity. It's about my sinful nature being drowned in the waters of baptism and the new life of Jesus coming forth.
To put it in terms of initials, it's W.I.J.D.? "What is Jesus doing?" How is Jesus working in my life through His holy Word and precious Sacraments to recreate me and to perform in me the works that He has prepared for me? (Ephesians 2:10) This draws our attention not to our own efforts but to the Holy Spirit's gracious working in our lives through the concrete means of Christ's preaching and His Supper. And these in turn draw our attention to the cross, which is the true heart of the Christian faith. Better than a Christianized marketing gimmick is the holy crucifix of our Lord.
Aaron Koch
Mt. Zion Lutheran Church
Greenfield, WI