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Engaging Gen Z and Millennials: How Faith-Based Organizations Can Connect with the Next Generation
For years, faith-based organizations have grappled with declining interest among Millennials and Gen Z, often characterized by researchers as a "post-Christian" generation. Attendance dropped, skepticism grew, and institutional trust diminished significantly. Yet today, we're witnessing an exciting shift unfolding in real-time—a powerful, fresh stirring and genuine hunger for truth, purpose, and authentic spiritual encounters with Jesus among these younger generations. This changing tide represents a massive opportunity. In this blog, we share how faith-based organizations can engage Gen Z and Millennials by authentically addressing their unique desires and questions, supported by current research and best practices.
1. Digital Platforms: Meet Them Where They Are
Gen Z lives online, actively exploring truth and meaning through digital channels. According to Barna Group, 54% of Christian teens and young adults regularly consume faith-related content online.
Action Step:
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Develop genuine, relatable, and high-quality content tailored to Instagram, TikTok, and YouTube.
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Share authentic personal stories and short-form videos clearly communicating hope and transformation.
2. Authenticity is Essential
Younger generations deeply value authenticity and are wary of institutional hypocrisy. Edelman’s 2024 Trust Barometer underscores that transparency significantly influences younger generations’ trust and engagement.
Action Step:
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Openly share your organization's journey, including challenges and successes.
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Regularly post genuine stories of lives changed by your mission to build trust and authenticity.
3. From Post-Christian to Purpose-Driven
While recent years have shown declining engagement among young people in traditional religious contexts, a new trend is clearly emerging: a deep spiritual hunger among Gen Z, marked by a search for genuine community, purpose, and personal transformation. This shift is creating exciting new opportunities for faith-based organizations.
Action Step:
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Clearly communicate how your mission addresses the spiritual hunger and existential questions young people are actively wrestling with.
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Leverage stories of personal transformation to demonstrate your organization's authentic impact.
4. Create Meaningful Community, Not Just Attendance
Younger generations prioritize belonging and meaningful relationships over simple attendance. Organizations growing rapidly with younger demographics actively nurture community experiences.
Action Step:
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Invest in intentional small groups, mentorship programs, and interactive events.
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Facilitate spaces (both online and offline) for open, honest dialogue and meaningful connections.
5. Speak Authentically to Real-Life Issues
Gen Z and Millennials resonate with ministries unafraid to tackle tough, real-world issues like mental health, identity, and purpose. Authentic engagement requires courage and vulnerability.
Action Step:
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Address relevant issues explicitly in your teachings, social media, and community dialogues.
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Provide safe and welcoming spaces for conversation around these critical topics.
6. Encourage Active Participation and Empower Young Leaders
Young people desire active roles, not passive experiences. Encouraging active participation and leadership fosters deeper investment and long-term commitment.
Action Step:
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Invite young adults into meaningful roles—service, leadership, creative planning—giving them ownership in your organization’s direction.
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Regularly highlight and celebrate their contributions.
Feeding the Stirring Hunger for Truth
While past trends showed young people drifting away, we are now witnessing a powerful shift—a renewed spiritual hunger among Gen Z and Millennials. Faith-based organizations that courageously address their questions, genuinely foster community, and authentically communicate their mission are seeing engagement and growth. Now is the time to lean into this stirring hunger and intentionally engage the next generation.
At Kolstad Media, we partner with faith-based organizations to engage younger generations through authentic storytelling, compelling media, and innovative digital strategies.
Ready to engage the next generation effectively?
