Millennials, Religion, and Spirituality - Their Story In 5 Stats

Young consumers’ relationship with religion isn’t as simple as you might think. We surveyed 18-34-year-olds to find out how important religion is, and what they believe right now…

A quick scan of headlines about Millennials and religion might have you thinking that the generation has rejected it, en masse. In the last months alone, there’s been:  “Millennials turning away from faith,” “Why Millennial Women Are Embracing Atheism,” “Ten reasons Millennials are backing away from God and Christianity,” “And Then There Were Nones: How Millennials' Flight From Religion Is Transforming American Politics,” and even, “Witchcraft is the perfect religion for liberal Millennials.” But the idea that Millennials are “turning their backs” on religion is likely an oversimplification of their beliefs.

To get a more clear understanding of the generation’s relationship with religion and spirituality, our recent survey asked them everything from their thoughts on religion versus spirituality to whether they believe in God, what role religion plays in their daily lives, and more. From that research, we know that Millennials’ view of religion is hardly cut and dry, and though they may be less traditionally religious than previous generations, there is plenty they still believe in. Here’s a snapshot of Millennials, religion, and spirituality, in five stats:

1. 44% say that religion is important to them, 37% say it is not

The number of Millennials who say that religion is important to them outpaces the number who say it is not—by a small margin. But there is a larger story at work here as well. According to a Pew study, all Americans are moving away from religion. The percentage of adults who consider religion “very important” to them and pray daily declined 3% to 4% from 2007 to 2015. But “skepticism…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies