Wrapping up our short takes from new Pew Research Center data, we turn to religion. Pew's study says that Millennials are not as religious as the four elder cohorts - Gen X, Baby Boom, and generations Silent and Greatest.
"[Y]oung people today look very much like Baby Boomers did at a similar point in their life cycle; in a 1978 Gallup poll, 39% of Boomers said religion was very important to them."We are reminded that marketing to Boomers or any other generation for that matter) cannot be based on a cohort's label alone. It's what what Dick Stroud once called the "the blindingly obvious – lifestyle and lifestage trumps age."