Measuring Global Millennials On Religious Attitudes

May 21, 2013

Measuring Global Millennials On Religious Attitudes

Graphic by Viacom International The Next Normal Project

The average percentage of global youth trusting religious leaders is now in the single digits. This “mass exodus” is becoming a pervasive challenge for a lion’s share of the world’s major faith traditions while leaders grapple, struggle, and investigate. Even framing the issue is problematic and poses controversy. So how can the claim religious leaders are performing best in South Africa to connecting to youth be considered credible?
Viacom International, the media corporation owning MTV networks and numerable communications platform  is spearheading an ambitious research endeavor. “The Next Normal” plans to be the largest, sharpest, and most comprehensive survey of Millennials (Gen-Y, predecessors to “Digital Natives) in the world. In April, research conducted by the project reported a comprehensive look at the generational character on religion, spirituality and faith  nation by nation.
Some of the most significant findings include South African millennials having the most trust for religious leaders of any nationality, and that Japanese and Saudi Arabian Millennials are the most inflexible in terms of individualism and choice in religious matters.
Most significant of all is that these numbers are powerful and help plot the future of interfaith around the world.
The study shows,
In exploring Millennial attitudes toward religion, faith and spirituality across the globe, we found that overall, this generation believes that everybody should have the right to choose their own religion. But their openness and tolerance are also marked by distrust in organised religion, as well as distinctions between faith and spirituality in some countries.
On average, only 9% of Millennials say they trust their religious leader and only 10% name “religious leader” among the top 5 inspirational people or bodies of people in their lives (compared to 19% for celebrities and 14% for sports stars).  In terms of trust in religious leaders (who could be anyone from a local priest, preacher, imam or rabbi to the Pope), South Africa comes out strongest with a score of 29% trust – still a relatively small minority – followed by USA on 24% and Turkey on 17%.
Trust in religious leaders is lowest in France (2%), Japan and Spain (both 3%).
Continue reading the report…
So where are the magic answers?
The New Digital Age Google forcecasts shows us that via the internet, humans will increasingly utilize their virtual passports to meet on the social web. This creates unprecedented and uncontrollable influences on millennial attitudes, and may reveal why, some unexpectedly, the youth of certain nationalities are shifting longstanding views on religion.
Considering the parallel, but alternate universe existing on and off the world wide web, Google’s Executive Chairman Eric Schmidt recently shared a shocking measure of our day and age. In North Korea, he met women conducting traffic that have become YouTube sensations for their strange, revealing clothing and mythical relationship with the supreme leader. Yet, these women don’t have the slightest notional understanding of YouTube, let alone the internet. Nowadays, the web enables geophysical outsiders unprecedented access into clues about what makes any nation’s people tick.
Cultivating Online What We Do Face to Face
The Parliament of the World’s Religions is the one global event where these relationships can be built organically through personal encounter, with the intentional and expressed purpose of cultivating international bonds of harmony through interfaith understanding.  Historically, youth have made remarkable contributions to the Parliament, and leave changed for life. The difference for the next Parliament is that these meeting will have already happened through introductions on the web.
Can we gauge the meaning of all this, and should we? Does the Parliament answer to the youth exodus? The results of this survey is consistent with the reports flurrying in from all corners of the world in our Global Listening Campaign. These sessions conducted by Parliament Ambassadors have uniquely national flair, but express one sentiment that is resoundingly the same: have we lost our youth? How can we get them back?
The Parliament’s answer is simple: engage online, and act proactively to talk with youth. If confidence is greatest in favor of South African faith leaders, it must mean that faith leaders deliver on their promises and in an age of expecting results, they must act on their word.
Do you find this to be true? How do religious institutions answer to the attitudes of youth to engage millennials in religious and spiritual communities inclusive to all living generations? What can the Parliament do?

To share a response in writing to become part of a Parliament online publication, please e-mail
To pursue Ambassador opportunities to hold a Listening Session in your community, please e-mail

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