Religion and Spirituality in America: Incl Impact of COVID-19 - US - October 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
EXECUTIVE SUMMARY 
Top takeaways
Target audience overview
Figure 1: Religious presence and dedication, July 2020
Impact of COVID-19 on religion and spirituality
Figure 2: Short-, medium- and long-term impact of COVID-19 on religion in America, October 2020
Challenges
Religion is prevalent and polarizing
Figure 3: Role of religion in identity, by religious identity, July 2020
Figure 4: Religion and values, by religious presence and dedication, by religious identity, July 2020
The steady decline in religion is perceived as hurting America
Figure 5: Decline in American religion, by religious presence and dedication, and religious identity, July 2020
Religious discrimination and lack of inclusivity remains an issue
Figure 6: Personal discrimination, by religious identity, July 2020
Opportunities
Concentrating on brand values and ideals
Normalizing religious inclusivity
Providing secular consumers with pseudo-religious connection
Figure 7: Secular communities, by religious dedication, by religious affiliation, by select demos, July 2020
TARGET AUDIENCE – KEY TAKEAWAYS  
The majority of Americans are still religious
Religious dedication varies by age, race and region
Christianity remains the most widespread religion, for now
Religion provides support, comfort, and community, which even secular consumers need
TARGET AUDIENCE: RELIGIOUSLY DEDICATED AMERICANS 
The majority of Americans have some religious belief 
Figure 8: Religious presence and dedication, July 2020
For the religiously dedicated, faith is a defining part of personal identity
Figure 9: Role of religion in identity, by religious identity, July 2020
Age, race, region and religion
Gen Z adults are least likely to be religious dedicated
Figure 10: Religious dedication – by generation, July 2020
Black and Hispanic Americans have stronger religious dedication 
Figure 11: Religious presence and dedication – by race and Hispanic origin, July 2020
The Bible Belt remains more religiously dedicated than the rest of the country
Figure 12: Religious presence and dedication, by region, July 2020
FORMS OF RELIGIOUS IDENTITY
American religious denominations
Three fourths of religiously dedicated Americans are Christian, but Christianity is declining overall
Figure 13: Religious identification, July 2020
Religiously dedicated Gen Z adults are less likely to be Christian compared to other generations
Figure 14: Religious identification, by generation, July 2020
Christianity is more pronounced among White and Hispanic Americans, compared to Black and Multicultural Americans 
Figure 15: Religious identification, by race and Hispanic origin, July 2020
Religious beliefs coincide with political beliefs
Figure 16: Religious identity and dedication, by political affiliation, July 2020
Figure 17: Religious identification, by political affiliation, July 2020
Religion in Consumers’ Own Words
Religious beliefs provide guidance and stability, as well as support and hope
Religious Americans associate “religion” with routines and rules, while “spirituality” is more personal 
For non-believers, organized religion is seen as cult-like or capitalistic
Non-religious Americans look to secular communities for support and guidance 
Figure 18: Secular communities, by religious dedication, by religious affiliation, by select demos, July 2020
Brand Spotlight: Peloton
Figure 19: The gospel of Peloton
THE CONSUMER – KEY TAKEAWAYS  
Americans show concern over decline in religion, but want politics to stay secular
Growing up with salient religious beliefs and practices is not common
Religious discrimination remains a pressing issue impacting Gen-Z and non-Christian Americans
Religious routines include private prayer and non-religious practices
RELIGION IN AMERICA 
The majority of adults agree that Americans overall are becoming less religious
Figure 20: Religion in American, by religious presence and dedication, and religious identity, July 2020
Over half of Americans see this decline in religion as hurting the country overall
Figure 21: Decline in American religion, by religious presence and dedication, and religious identity, July 2020
Gen Z adults are less likely to see religious decline as harmful
Figure 22: Decline in American religion, by generation, July 2020
Nearly half of Americans feel politics should be separate from religion
Figure 23: Politicians and religion – by religious presence and dedication, and religious identity, July 2020
Figure 24: Religion and political stances – by religious presence and dedication, and religious identity, July 2020
AMERICANS’ RELIGIOUS JOURNEY 
Religion is not significant throughout most Americans’ childhood
Figure 25: Religion in childhood, by religious presence and dedication, by religious identity, July 2020
Prominence of religion in childhood appears to decrease with younger generations
Figure 26: Religion in childhood, by generation, July 2020
The role and importance of religion increases with age
Figure 27: Religious journey, by age group, July 2020
Figure 28: Life choices, by age group, July 2020
Black Americans emphasize their religious growth and the role religion has in their life choices
Figure 29: Religious journey, by race and Hispanic origin, July 2020
Figure 30: Life choices – by race and Hispanic origin, July 2020
PERCEPTIONS OF RELIGIOUS BELIEFS AND PRACTICES
Religious people believe religion is vital to good values
Figure 31: Religion and Values, by religious presence and dedication, by religious identity, July 2020
The majority of consumers believe spirituality is possible without structured religion
Figure 32: Spiritual but not religious, by religious dedication and identity, July 2020
Figure 33: Religious leaders, by religious dedication and identity, July 2020
Religiously dedicated non-Christians educate themselves on other religions and beliefs
Figure 34: Learning about other religions, by religious presence and dedication, by religious identity, July 2020
Figure 35: Learning about other religions, by age, July 2020
Many Americans agree that religion can be an excuse for discrimination
Figure 36: Religious discrimination – by religious dedication and identity, July 2020
Figure 37: Personal discrimination, by religious identity, July 2020
Millennials are also more likely to experience personal religious discrimination
Figure 38: Personal discrimination, by generation, July 2020
Brand Spotlight: Nike
Figure 39: Nike telling the stories of athletes of minority religious beliefs
RELIGIOUS ROUTINES & RITUALS 
Americans pray regularly, but may not attend service
Figure 40: Personal worship and houses of worship, by religious identity, July 2020
Figure 41: Service attendance, by religious identity, July 2020
Brand Spotlight: Headspace
Figure 42: Mindful Moments from Headspace
Both regular private prayer and community worship increases with age
Figure 43: Personal worship and houses of worship, by age, July 2020
Figure 44: Service attendance, by age, July 2020
Religious community is a more pivotal part of life in the Midwest and South
Figure 45: Personal worship and houses of worship, by region, July 2020
Figure 46: Service attendance, by age, July 2020
Non-religious practices can also demonstrate faith
Figure 47: Non-religious practices, by religious presence and dedication, by religious identity, July 2020
Figure 48: Non-religious practice, by generation, by location, July 2020
Trend Spotlight: Healing crystals and gemstones
Figure 49: Miranda Kerr - Touting the power of crystals on Instagram and in her beauty line
RELIGION IN POP CULTURE
Overt religious entertainment can be polarizing
Figure 50: Religious entertainment and celebrities, by religious presence and dedication, by religious identity, July 2020
Figure 51: Religious media, by religious presence and dedication, by religious identity, July 2020
Younger generations have more faith in celebrities’ religious claims
Figure 52: Religious entertainment and celebrities, by religious presence and dedication, by religious identity, July 2020
Figure 53: Religious media, by generation, July 2020
COMPANIES AND BRANDS – KEY TAKEAWAYS 
Brands providing religious connection
COMPETITIVE STRATEGIES
Mintel Global Trend Drivers
Identity
Category example: one-for-one giving business model
Figure 54: TOMS Shoes: changing the world, November 2018
Wellbeing
Category example: household care
Figure 55: The Home Edit: Master the mess
Rights
Category example: food and beverage
Figure 56: The Halal Guys: From Muslim cab drivers to an international fan-base
Experiences
Category example: digital media
Figure 57: Lizzo leading Instagram meditation, March 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms