Religion plays a significant role in people’s lives. About 3 in 4 Americans identify with a specific religious faith, according to Gallup polling, and 45% of Americans say religion is very important in their life.
However, this percentage is shrinking. In the last two decades, the percentage of Americans who regard religion as important has steadily declined, falling below 50% for the first time in 2019.
In 2023, an average of 32% of Americans say they attended a church, synagogue, mosque or temple – either in person or online – within the past week. This marks a decline from 44% in 2000 and 49% in 1958.
People today are also less likely to belong to a formal house of worship than in years past. In 1937 (the first time Gallup asked Americans if they belong to a church, synagogue, mosque or temple), 73% said they were members. As recently as 1999, that number stood at 70%. Today, though, less than half of Americans (45%) say they belong to a formal place of worship.
There’s certainly a shift underway, especially among younger generations. About a third of young Americans say they have no religious affiliation and don’t belong to a place of worship. Even older adults with a religious preference are less likely to belong to religious organizations than in the past.
About 40 million Americans have left religious institutions in the last 25 years, according to nonprofit news organization WBUR. Some of the top reasons? People moved, they found it inconvenient to attend services or they had a family change like a marriage or divorce.
With so much change, it’s clear that many people are looking for new ways to engage with their spirituality. More than 70% of U.S. adults consider themselves spiritual in some way, according to Pew Research, including 22% who say they are spiritual but not religious.
Through promo campaigns, churches, synagogues and other places of worship can create a sense of belonging and inspire deeper engagement, regardless of people’s backgrounds or beliefs.
Strengthening Faith Communities
Across all generations, most people affirm that religion holds a special place in their lives. More than a third of Americans say religion is among the key things that matter to them most, according to research from the Public Religion Research Institute, with 15% saying it’s the most important thing in their lives. When it comes to attending services, 9% attend more than once a week, and 15% attend weekly.
However, about 35% of Americans say they never attend services, and 27% say religion is not important to them. By using promo, religious organizations can reach out to people who may feel distanced from a faith community. Welcome kits like branded totes packed with an event calendar and custom mug can help newcomers feel embraced.
Friendship Across Faiths
Most U.S. adults – more than 6 in 10 – say they have friends of a different religion than their own, including 18% who say hardly any or none of their friends share the same religion as they do. What if certain topics get a little tricky to navigate? Most Americans (62%) try to understand the other person’s beliefs and agree to disagree, reflecting a growing acceptance of differing views. A third prefer to avoid religious discussions altogether, and only 4% try to persuade others to change their beliefs.
Places of worship and religious communities can use promo to celebrate interfaith connections. For example, co-branded merch featuring verses or quotes from different religious traditions could spark conversations and deepen connections.
Top 10 Most Religious States
Where can you find the most faithfully devoted across the U.S.? According to SmileHub, a nonprofit tech company that uses data to rate charities, they can be found in the following states:
| 1 | Alabama |
| 2 | Virginia |
| 3 | Texas |
| 4 | Tennessee |
| 5 | North Carolina |
| 6 | South Carolina |
| 7 | Indiana |
| 8 | Pennsylvania |
| 9 | Georgia |
| 10 | New York |
SmileHub evaluated all 50 states on factors such as religious interest and places of worship, religious education and careers, and religion-affiliated organizations. Tap into the spirit of these engaged communities with promo. Items like tumblers and T-shirts promote a sense of connection and resonate with people far and wide.
Vital Vocations
More than 1.4 million people work in religious organizations in the U.S., and they come from all walks of life. From pastors, rabbis, imams and other spiritual leaders to office managers, music directors and education coordinators, each plays a different role in their place of worship.
Branded merchandise can help them do their jobs more effectively and expand their outreach. For example, banners and tablecloths can help welcome people to events and gatherings. Promo like bookmarks and keychains are great for handing out at youth programs or community events.
What Entices People To Gather
Congregants and members of faith communities are drawn to specific churches, synagogues, mosques and other places of worship for different reasons. A Gallup poll shows these are some of the biggest factors that compel people to choose one religious community over another:
| Sermons or talks that explain scripture | 76% |
| Sermons or lectures that connect religion to one’s own life | 75% |
| Spiritual programs for kids and teens | 64% |
| Community outreach and volunteer opportunities | 59% |
| Interesting and inspiring religious leaders | 54% |
| Social activities that encourage community engagement | 49% |
| A good choir, praise band, cantors or other spiritual music | 38% |
Places of worship can use promo to connect with attendees on the aspects that most resonate with them. For example, organizations could use custom activity books to promote youth programs or journals to highlight the faith community’s various programs.
Campaign Collateral
Set up a coffee hour after services and give attendees the Paco Ceramic Mug. Designed with a retail-inspired matte glaze finish, it features a tapered base for easy stacking and a raised herringbone pattern for an upscale look and feel. Choose from black, cream or navy.
PCNA / PPAI 113079, Platinum / pcna.com
With features like a phone/tablet stand, two pen holders and sticky flags, the Forest Bamboo Desk Organizer is practical for daily use. Faith communities could give this promo to welcome new members, helping them feel included from the start.
Logomark / PPAI 110898, Platinum / logomark.com
The Casual Canvas Tote comes in handy for carrying devotionals, hymnals, prayer books and other materials to worship services, church events and more. Its roomy design and study handles make it a go-to for any event.
Garyline / PPAI 112004, Platinum / garyline.com
Make faith a daily focus with the Essence Ceramic Magnet. This ceramic stone magnet attaches to fridges and file cabinets, keeping a place of worship front and center. Add a Bible verse or inspirational message along with a full-color logo.
HPG / PPAI 110772, Platinum / hpgbrands.com
Brighten up any worship experience with the Quad Highlighter. With four colors, it’s great for marking key verses or reflections. Whether given at community events or Bible studies, it keeps an organization’s name or message visible while encouraging spiritual growth.
Aakron / PPAI 111082, Gold / aakronline.com
Encourage participation in youth groups with the Bluetooth Waterproof Dual Wireless Speaker. It delivers rich sound that amplifies worship music, making it great for youth events and retreats. This promo piece plays up to seven hours before needing a charge, which takes about four hours.
High Caliber Line / PPAI 205801, Gold / highcaliberline.com
A promo like this Hardcover Journal and Pen makes a useful gift at retreats and workshops. Participants could take notes or jot down prayers in this notebook, which features 70 lined pages of 100% recycled paper.
Jornik / PPAI 111065, Silver / jornik.com
Sellers is a California-based freelance writer and former associate editor at PPAI.
