But in reading all of the passages in which Jesus uses the word “hell,” what is so striking is that people believing the right or wrong things isn’t his point. He’s often not talking about “beliefs” as we think of them — he’s talking about anger and lust and indifference. He’s talking about the state of his listeners’ hearts, about how they conduct themselves, how they interact with their neighbors, about the kind of effect they have on the world.
Jesus did not use hell to try and compel “heathens” and “pagans” to believe in God, so they wouldn’t burn when they die. He talked about hell to very religious people to warn them about the consequences of straying from their God-given calling and identity to show the world God’s love.
This is not to say that hell is not a pointed, urgent warning or that it isn’t intimately connected with what we actually do believe, but simply to point out that Jesus talked about hell to the people who considered themselves “in,” warning them that their hard hearts were putting their “in-ness” at risk, reminding them that whatever “chosen-ness” or “election” meant, whatever special standing they believed they had with God was always, only, ever about their being the kind of transformed, generous, loving people through whom God could show the world what God’s love looks like in flesh and blood.
— Rob Bell, Love Wins, p. 82-83