New Mexico residents have a favorable impression of the church or organized religion.  Overall, 62 percent of all residents have a favorable impression of the church or organized religion.

Demographically, New Mexico residents over the age of 65 years and Hispanic residents are favorable of the church and organized religion.

Geographically, residents in living in Southwest and Eastern New Mexico have the highest favorability of the church or organized religion.

The Church and organized religion are faced with declining favorability among millennials.  Since 2011, favorability among 18-34 year old residents has dropped 14 percent.  This presents a very real challenge for churches wanting to grow engagement among this generation.  Churches need to walk a tightrope of increased relevance to younger generations without upsetting their base of older generations.

Solution

  • Goal – Increase favorable awareness among New Mexico residents between the ages of 18-34 years.  
  • Research – Use the GPS’17 data to identify favorable professions among the 18-34 year old age group and position congregational stories from people in those professions.
  • Research – Use the GPS’17 data to identify news and information sources accessed the most by the 18-34 and are favorable of the industry.
  • Planning – Develop age relevant storytelling campaign that shares how members have improved their lives as a result of being involved in their church or religious organization.
  • Execution – Share the stories through the most accessed form of media for news and information as identified in the GPS’17 data.
  • Evaluation – Measure reach and engagement of residents in the 18-34 year old age group through involvement in the church or religious organization.

Favorability of the Church or organized religion

  • 37%    Very Favorable
  • 25%    Favorable
  • 17%    Neutral
  • 8%      Unfavorable
  • 8%      Very Unfavorable
  • 4%      Don’t Know Wont Say
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