2020
9
US Religion and Spirituality in America Market Report 2020
2020-10-20T04:02:15+01:00
OX987248
3695
126336
[{"name":"Culture and Identity","url":"https:\/\/store.mintel.com\/industries\/demographics\/culture-identity"}]
Report
en_GB
“While religious affiliation may be declining in the United States, consumers’ need for communal support, emotional comfort, and a set of beliefs that help them understand the world is still…

US Religion and Spirituality in America Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Religion and Spirituality in America – US market including the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

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.

Expert analysis from a specialist in the field

Written by Lisa Dubina, a leading analyst in the Culture & Identity sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While religious affiliation may be declining in the United States, consumers’ need for communal support, emotional comfort, and a set of beliefs that help them understand the world is still prevalent. The COVID-19 pandemic and the uncertainty of 2020 has only accentuated this need. Brands have an opportunity to act as a religious alternative and provide consumers with the connection, support, and guidance they seek. Brands can engage religiously dedicated Americans by appealing to the sense of self and moral compass that their religious beliefs inform.
Lisa Dubina
Senior Culture and Identity Analyst

Table of Contents

  1. 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

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