A new survey reveals a significant resurgence in church attendance among young adults in the United Kingdom, challenging the long-held belief that religion is declining in Britain. The survey, titled "Quiet Revival," indicates a 12% increase since 2018 in the number of 18-24-year-olds attending church at least monthly. This trend is particularly pronounced among young men, whose attendance has surged from 4% to 21% over the past six years. Meanwhile, young women have also increased their participation, with attendance rising from 3% to 12%.
In addition to the notable growth among young adults, the survey highlights a rise in church attendance among older members of Generation Z and Millennials, as well as individuals over the age of 65. For instance, attendance among those aged 25-34 has jumped from 4% to 13%, while those aged 35-44 have seen an increase from 5% to 8%. The oldest generation has also experienced a 5% rise in attendance, from 14% to 19%.
According to the survey, overall church attendance in the UK has risen by 50% in the last six years. Furthermore, the church community has become more ethnically diverse, with one in five attendees identifying as part of an ethnic minority. The survey was commissioned by the Bible Society and conducted by YouGov.
Dr. Rhiannon McAleer, who co-authored the report, stated, "While some traditional denominations continue to face challenges, we’ve seen significant, broad-based growth among most expressions of Church — particularly in Roman Catholicism and Pentecostalism. There are now over 2 million more people attending church than there were six years ago." This data suggests a shift in the religious landscape of the UK.
Interestingly, the survey also found that more men than women attend church, with 13% of men reporting attendance compared to 10% of women. This trend mirrors findings from a 2023 survey by The Survey Center on American Life, which indicated that among Generation Z adults in the United States, a greater percentage of women (54%) have left their childhood faith compared to men (46%). In contrast, among Baby Boomers, 57% of individuals who left their religion were men.
As church attendance rises in the UK, the implications for religious institutions and society at large are profound. The data challenges the narrative of a declining faith and suggests a potential revival, particularly among younger demographics.
In a related trend, another study titled "Gen Z Culture Decoded" reveals how Generation Z is redefining engagement with brands and content. Conducted in December 2024, the research surveyed 2,000 U.S. respondents aged 16-27 and found that Gen Z is setting new expectations for how brands must connect, communicate, and create content.
The study highlights that 71% of Gen Z consumers initiate their content discovery journey on social media and YouTube. This reliance on digital platforms marks a shift away from traditional media consumption patterns, as young audiences are increasingly influenced by algorithm-driven feeds.
Gen Z's engagement is characterized by an "always-on" lifestyle, with over 55% of respondents engaging in an average of seven different media-related activities daily, peaking at eight in the early evening. Social media usage is particularly prevalent, with at least 74% of Gen Z using these platforms at any time of day.
Comedy has emerged as the top genre across entertainment platforms for this generation, indicating a preference for humor-driven content. This trend is crucial for brands looking to resonate with Gen Z, as humor plays a significant role in successful advertising strategies.
As brands strive to connect with this digitally native generation, the study provides a practical blueprint for engagement. Jasen Holness, EVP of Commercial Strategy at Toluna, emphasized, "This research provides a practical blueprint for how brands can connect in meaningful, authentic ways with the most connected generation we’ve ever seen." Furthermore, Christy Tanner, Founder of Coraly Partners, stated that the findings offer a roadmap for relevance, stressing the need for agility and investment in new skills to break through to this savvy demographic.
With a clear demand for short-form, engaging content, brands and content creators must adapt to avoid losing traction among Gen Z. Paul Pastor, Co-Founder and CBO of Quickplay, remarked, "Gen Z demands short-form, engaging content across all platforms, and it’s where and how they discover new content." This expectation underscores the importance of integrating snackable content into core offerings for studios and streamers.
In summary, both the resurgence of church attendance in the UK and the evolving engagement patterns of Generation Z highlight significant shifts in societal norms and behaviors. As faith experiences a revival among younger demographics, and as brands adapt to the new expectations set by Gen Z, the future holds exciting possibilities for both religious institutions and the marketing landscape.
