By JM Research
Background
In a new age world, where traditions meet the cutting edge of technology, understanding the pulse of generational shifts becomes paramount. Especially when it comes to spirituality. A study in 2019 conducted by YouGov in collaboration with Mint, cutting across 180 cities and 5000 internet users across GenZ, Millennials and Gen X revealed that religion was important but in varying nature as revealed below:
https://lh7-us.googleusercontent.com/GFOMyeq9qVyLb0ce8ZUjn_NmHZ9JorFxkuyyLo0rQSun1_apcwJjMkfTkfQjMZ1WvVSCmHgXqRXRsA7NaaQZvvKqA8FybscacwmMjsC0iLvU5VN6QqlI02k2dkpQyLsojzs1gBwK01e1aJ1yVQJSVw
While sentiments towards religion and its importance may be attributed to culture and the ethos of family set up – a reason why there are no alarm bells ringing in the results above, we set out to understand how spirituality is viewed and how behavioural aspects differ across different age groups when it comes to their journey on a spiritual path.
Objective of the research
- Understand interest in spirituality and test if generation play a role in it
- Identify how the journey is tread by different age groups and how it influenced their overall spiritual evolution
- What specific actions have they taken to carry on their interest and what impact it has had in their life
Respondent base
- We received 1106 responses spread across 3 classified age groups (specifically for our research) of Gen Z (18-27), Millennials (28-43), Gen X (44-59)
- The respondents lived across 3 different cities in the South of India (Chennai, Bengaluru & Hyderabad)
- Out of the 1106 responses – 619 were Male and 487 were female
- No bias on religion or religious beliefs was considered
https://lh7-us.googleusercontent.com/RH2lczVTHpdwePMLuLC8tKYSMytcBifLUbAMaui3AY5ynwuJVsKwEnIi2uuFJnKQm7zX3rYkYQwZ2WERvuFGcHS0APBe-fC-9r89dN-RCNiPyBK1XoiBYWVwdc3SxttLDADdmxRISeSDKYGglooJzg
Key Insights
- Interest
- The Gen Z seem to seek spirituality more than the Millennials, but definitely less than the Gen X. Is the generation influenced by the ethos and fabric of cultural push in specific or is it a changing belief system that stems from the essence of time period?
- While 61% of Men and 64% of Women in the Gen Z segment say that they have spiritual interest, only 49% of Men and 54% of women among Millennials responded in the positive. Against this, the Gen X had a much more positive interest with 69% of Men and 73% of Women expressing their interest.