The Harris Poll: Beyond Expectations: Gen Z’s Evolving Engagement with Faith and Spirituality
The Harris Poll — 2026 — Consumer Behavior
The Harris Poll’s Gen Z & Religion Report (online survey of 2,136 U.S. adults conducted July 1–4, 2026) reveals that Gen Z adults are more likely than older generations to identify as religious and to actively practice a mix of traditional and contemporary spiritual activities. The generation combines prayer, scripture reading, and service attendance with meditation, manifestation, astrology/tarot, and energy work, and links these practices to a desire for personal agency and stronger in-person community ties. For enterprise leaders, the findings imply that inclusive, authentic messaging and CX strategies that enable skill-building, community engagement, and flexible life/work support will better resonate with and retain Gen Z customers.
Key Statistics
- 2,136 U.S. adults were surveyed online between July 1–4, 2026, including 372 Gen Z respondents.
- 33% of Gen Z adults identify as religious, compared with 19% of Millennials, 22% of Gen X, and 18% of Boomers.
- 88% of Gen Z adults regularly engage in at least one religious or spiritual practice.
- 57% of Gen Z adults report turning to manifestation practices or spirituality to feel a greater sense of control over their future.
- 70% of Gen Z adults express a desire to belong to more real-world, in-person communities in the future.
Key Takeaways
- Audit and revise brand messaging and values to explicitly include and respect diverse faith and spiritual identities to avoid alienating Gen Z segments.
- Invest in local, in-person community programs and partnerships (e.g., volunteer days, skill-sharing events) to meet Gen Z’s preference for real-world belonging and measurable impact.
- Offer products, services, and content that build personal agency and skills (e.g., educational content, certifications, flexible work-supporting offerings) to align with Gen Z’s future-building motivations.
- Prioritize transparency and authenticity in campaigns involving spiritual or value-driven themes; avoid tokenization and ensure initiatives reflect genuine commitment.
- Implement governance controls—bias audits for personalization algorithms, strong privacy/consent protocols, and CX training—to responsibly engage Gen Z around spirituality and community.
Cite as: The Harris Poll. (2026). The Harris Poll: Beyond Expectations: Gen Z’s Evolving Engagement with Faith and Spirituality. Retrieved from https://research.agilebrandguide.com/reports/the-harris-poll/the-harris-poll-beyond-expectations-gen-zs-evolving-engagement-with-faith-and-spirituality