What you need to know
Formal religious affiliation has been noticeably declining in America for the past few decades; however, the majority of Americans still self-describe as religious and dedicated to their personal faith. For these individuals, their religion or spirituality is an intrinsic part of their personal identity, informing their morals, values, and the way in which they see the world.
Key issues covered in this Report
The current state of religious identity and dedication in America.
The impact of COVID-19 on organized religion, spirituality, and the emotional need for connection.
The role religious beliefs play in consumer identity, and consequently consumer behavior.
The way in which brands can engage with religious consumers on an ethical level and how they can provide community and emotional support to secular consumers.
Definition
For the purposes of this Report, Mintel has used the following definitions:
Religiously dedicated: refers to individuals who identify with some sort of religious identity (formal or personal) and describe themselves as dedicated to their personal beliefs.
Spiritual/spirituality: refers to individuals who described themselves as having faith-based beliefs but are not affiliated with any organized religion or denomination. Also referred to in this Report as SBNR (spiritual but not religious).
Christian/Christian affiliation: refers to individuals who identify with any Christian-based religion or denomination (eg Catholic, Protestant, Orthodox).
COVID-19: Market context
This Report was written September 14-October 1, 2020. Consumer research was fielded in July 2020 and thus reflects consumer attitudes in the pandemic environment.
The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US.
Across the US, state-level stay-at-home orders rolled out throughout the months of March and April, and nonessential businesses and school districts across the nation closed or shifted to remote operations. At the time of writing, all 50 states have relaxed restrictions, allowing businesses to operate with varying levels of social distancing measures in place. However, a resurgence of COVID-19 infections has driven some states to slow down or reverse course on reopening plans.
