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…

 
 

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The Newsfeed

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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