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MARKETING TEAM
The Connected Generation
The Barna Group
MARKETING TEAM
The Barna Group
“The Connected Generation is the largest study Barna has ever done,
featuring 15,000 respondents in 25 countries and 9 languages, facilitated
through a partnership with World Vision. Throughout, we’ve had three
key objectives in mind—three main ways we hope Christian leaders
benefit from the project. Through this report, you’ll be equipped to
develop healthy partnerships across generations and to bring needed
change to your church, organization or business.”
-The Barna Group
Get more information about The Connected Generation project and
related resources at theconnectedgeneration.com.
MARKETING TEAM
Three Research Objectives:
1. Explore effective ministry in the age of anxiety
a. Understand cultural trends and the new demographic context for young adults; learn how and why
emotional connection matters to 18-35-year-olds around the world
2. Learn about resilient faith and church engagement
a. Discover what the future of faith looks like, what we’re learning from resilient disciples, and what the
connected generation expects to give and receive from Christian churches
3. Empower the connected generation
a. Find out the leadership development pathways and causes that resonate most with today’s Gen Z and Millennials
MARKETING TEAM
Connectivity Index
Neary two out of five young adults
globally are dealing with weak levels of
connection.
MARKETING TEAM
● ⅕ in this generation experience anxiety of some kind and are less likely
to feel connection
● This generation prioritizes education and careers while delaying
marriage and family. In this isolation during youth, they come to believe
lies of themselves based on what they learn through their digital
devices.
● They are mostly concerned with professional and financial security
Digital Isolation
MARKETING TEAM
Anxiety and Gender
We feel security when we know the path
we’re supposed to walk down. With the
unlimited options given to us in this life, we
are overwhelmed.
The group of people who was the least
optimistic of the future were mothers without
full time jobs.
There is a gendered difference in terms of anxiety sources:
MARKETING TEAM
Pressures Facing Young Adults
Searching for Identity: Who am I, really?
Fighting Anxiety: How should I live in today’s world?
Experiencing Loneliness: Am I loved?
Harnessing Ambition: What’s my purpose?
Feeling Entitled: What matters beyond me?
MARKETING TEAM
● Most adults say that they experience loneliness
● Microwave generation - but discipleship isn’t quick
● We need to find out how to bring the unchanging truth of the Gospel to a rapidly
changing generation
● They are mostly concerned with professional and financial security
● People are looking for a stable place to stand
● Increasing skepticism of institutions and religious authorities
● Young people have a deep yearning for community
● This generation wants to practice something that engages their whole lives
● Value authenticity
● Passionate about justice
● Main hesitation: the church cannot/will not answer my questions.
Characteristics of the Connected Gen
MARKETING TEAM
“I Often Feel…”
Anxious about important decisions
Uncertain about the future
Afraid to fail
Pressure to be successful
A need to be perfect
Sad or depressed
Insecure in who I am
Afraid of violence
40%
40%
21%
22%
28%
30%
36%
40%
This generation needs an
emotionally connected church.
MARKETING TEAM
What Young Adults Are Concerned About:
The connected generation doesn’t want to be mere consumers;
they want to be contributors.
Practicing Christians
No Faith
54%
35%
33%
29%
27%
46%
39%
37%
31%
29%
Corruption
Hunger and
Famines
Pollution
Racism
Extreme Poverty
Corruption
Global Climate
Change
Pollution
Racism
Extreme Poverty
Total
Corruption 44%
37%
35%
32%
32%
Global Climate
Change
Pollution
Racism
Extreme Poverty
MARKETING TEAM
What happens to the faith of young Christians?
18- to 29-year-olds who grew up as Christians; US research
10%
38%
30%
22%
Habitual
Churchgoers
Prodigals
(ex-Christians)
Nomads
(lapsed Christians)
Resilient
Disciples
MARKETING TEAM
Meaningful Relationships
MARKETING TEAM
Resilient Disciples Have Strong Networks
MARKETING TEAM
Top 6 Reasons for Participating in Church
63%
To grow in
my faith
39%
Worship
and music
37%
Wisdom for
living faithfully
40%
Teachings
relevant to my life
40%
It’s how I live
out my faith
61%
To learn
about God
MARKETING TEAM
Nurturing Faith
86% Pray on their own
Monthly, among practicing Christians
39%
Attend small group/Bible study
59% Read other books about faith
65% Read Scripture on their own
70% Pray with others
39%
50%
Tell others about their beliefs
Volunteer their time
MARKETING TEAM
● “Siloed reality of our digital Babylon.”
● Those ages 15-23 consume up to 20x
more content from their screen than
they do spiritual content
● If you have resources and a platform,
give them. To battle a culture of
entitlement, give it all away.
Screens Disciple
MARKETING TEAM
Thank you
For questions about this report, please email marketinghelp@cru.org

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The Connected Generation: 3 Research Objectives to Empower Young Adults

  • 1. MARKETING TEAM The Connected Generation The Barna Group
  • 2. MARKETING TEAM The Barna Group “The Connected Generation is the largest study Barna has ever done, featuring 15,000 respondents in 25 countries and 9 languages, facilitated through a partnership with World Vision. Throughout, we’ve had three key objectives in mind—three main ways we hope Christian leaders benefit from the project. Through this report, you’ll be equipped to develop healthy partnerships across generations and to bring needed change to your church, organization or business.” -The Barna Group Get more information about The Connected Generation project and related resources at theconnectedgeneration.com.
  • 3. MARKETING TEAM Three Research Objectives: 1. Explore effective ministry in the age of anxiety a. Understand cultural trends and the new demographic context for young adults; learn how and why emotional connection matters to 18-35-year-olds around the world 2. Learn about resilient faith and church engagement a. Discover what the future of faith looks like, what we’re learning from resilient disciples, and what the connected generation expects to give and receive from Christian churches 3. Empower the connected generation a. Find out the leadership development pathways and causes that resonate most with today’s Gen Z and Millennials
  • 4. MARKETING TEAM Connectivity Index Neary two out of five young adults globally are dealing with weak levels of connection.
  • 5. MARKETING TEAM ● ⅕ in this generation experience anxiety of some kind and are less likely to feel connection ● This generation prioritizes education and careers while delaying marriage and family. In this isolation during youth, they come to believe lies of themselves based on what they learn through their digital devices. ● They are mostly concerned with professional and financial security Digital Isolation
  • 6. MARKETING TEAM Anxiety and Gender We feel security when we know the path we’re supposed to walk down. With the unlimited options given to us in this life, we are overwhelmed. The group of people who was the least optimistic of the future were mothers without full time jobs. There is a gendered difference in terms of anxiety sources:
  • 7. MARKETING TEAM Pressures Facing Young Adults Searching for Identity: Who am I, really? Fighting Anxiety: How should I live in today’s world? Experiencing Loneliness: Am I loved? Harnessing Ambition: What’s my purpose? Feeling Entitled: What matters beyond me?
  • 8. MARKETING TEAM ● Most adults say that they experience loneliness ● Microwave generation - but discipleship isn’t quick ● We need to find out how to bring the unchanging truth of the Gospel to a rapidly changing generation ● They are mostly concerned with professional and financial security ● People are looking for a stable place to stand ● Increasing skepticism of institutions and religious authorities ● Young people have a deep yearning for community ● This generation wants to practice something that engages their whole lives ● Value authenticity ● Passionate about justice ● Main hesitation: the church cannot/will not answer my questions. Characteristics of the Connected Gen
  • 9. MARKETING TEAM “I Often Feel…” Anxious about important decisions Uncertain about the future Afraid to fail Pressure to be successful A need to be perfect Sad or depressed Insecure in who I am Afraid of violence 40% 40% 21% 22% 28% 30% 36% 40% This generation needs an emotionally connected church.
  • 10. MARKETING TEAM What Young Adults Are Concerned About: The connected generation doesn’t want to be mere consumers; they want to be contributors. Practicing Christians No Faith 54% 35% 33% 29% 27% 46% 39% 37% 31% 29% Corruption Hunger and Famines Pollution Racism Extreme Poverty Corruption Global Climate Change Pollution Racism Extreme Poverty Total Corruption 44% 37% 35% 32% 32% Global Climate Change Pollution Racism Extreme Poverty
  • 11. MARKETING TEAM What happens to the faith of young Christians? 18- to 29-year-olds who grew up as Christians; US research 10% 38% 30% 22% Habitual Churchgoers Prodigals (ex-Christians) Nomads (lapsed Christians) Resilient Disciples
  • 13. MARKETING TEAM Resilient Disciples Have Strong Networks
  • 14. MARKETING TEAM Top 6 Reasons for Participating in Church 63% To grow in my faith 39% Worship and music 37% Wisdom for living faithfully 40% Teachings relevant to my life 40% It’s how I live out my faith 61% To learn about God
  • 15. MARKETING TEAM Nurturing Faith 86% Pray on their own Monthly, among practicing Christians 39% Attend small group/Bible study 59% Read other books about faith 65% Read Scripture on their own 70% Pray with others 39% 50% Tell others about their beliefs Volunteer their time
  • 16. MARKETING TEAM ● “Siloed reality of our digital Babylon.” ● Those ages 15-23 consume up to 20x more content from their screen than they do spiritual content ● If you have resources and a platform, give them. To battle a culture of entitlement, give it all away. Screens Disciple
  • 17. MARKETING TEAM Thank you For questions about this report, please email marketinghelp@cru.org