Must Read | Love You Stock/ abstract / Shutterstock.com The Holy Grail Of Connection How places of worship can use promo to enhance outreach and engagement. By Audrey Sellers RELIGION PLAYS A SIGNIFICANT ROLE in people’s lives. About 3 in 4 Americans identify with a specific religious faith, according to Gallup polling, and 45% of Americans say religion is very important in their life. However, this percentage is shrinking. In the last two decades, the percentage of Americans who regard religion as important has steadily declined, falling below 50% for the first time in 2019. In 2023, an average of 32% of Americans say they attended a church, synagogue, mosque or temple – either in person or online – within the past week. This marks a decline from 44% in 2000 and 49% in 1958. People today are also less likely to belong to a formal house of worship than in years past. In 1937 (the first time Gallup asked Americans if they belong to a church, synagogue, mosque or temple), 73% said they were members. As recently as 1999, that number stood at 70%. Today, though, less than half of Americans (45%) say they belong to a formal place of worship. There’s certainly a shift underway, especially among younger generations. About a third of young Americans say they have no religious affiliation and don’t belong to a place of worship. Even older adults with a religious preference are less likely to belong to religious organizations than in the past. About 40 million Americans have left religious institutions in the last 25 years, according to nonprofit news organization WBUR. Some of the top reasons? People moved, they found it inconvenient to attend services or they had a family change like a marriage or divorce. With so much change, it’s clear that many people are looking for new ways to engage with their spirituality. More than 70% of U.S. adults consider themselves spiritual in some way, according to Pew Research, including 22% who say they are spiritual but not religious. Through promo campaigns, churches, synagogues and other places of worship can create a sense of belonging and inspire deeper engagement, regardless of people’s backgrounds or beliefs. 38 • DECEMBER 2024 • PPAI
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