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.
Pew points to people’s natural “tendency to place greater emphasis on religion as they age” but notes that – when you look at how the generations felt when they were of similar ages (18-29 years old), Millennials are more like Baby Boomers than Gen X.
“[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.”