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

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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.

The study suggests that only 20 percent of millennials and Gen Z attend traditional, organized spaces for religion. There is, according to the study, another possible way for brands to find those connections they so desperately seek with young people.

“Millennials and Gen Z have all but rejected organized religion.



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