Want to Win Over Millennials and Gen Z? Vice’s New Study Says Brands Should Get Spiritual

The findings were revealed at the Cannes Lions festival

80% of those surveyed said they have a sense of spirituality and believe in some sort of cosmic power. Animation: Raquel Beauchamp; Sources: Getty Images

Religion is on the decline among young people—at least that’s what Vice and creative agency Virtue suggest in a new study, revealed today at the Cannes Lions International Festival of Creativity.

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.