Who’s in the Room? (And Who’s on Your Feed?)
by Ashley Graham-Wilcox
I’ve been swimming in research about how different generations are engaging with the world, relating to church, and consuming media, thanks to a new project aimed at reaching Gen Z and Millennials. And after my recent summer stint volun-working at camp, I’ve had a front-row seat to how those generational quirks play out in real life.
Some days, I find myself nodding along with the data: Yes, of course Gen Z prefers quick, unpolished videos! Other days, I roll my eyes: Really? Do we all fit into these neat little boxes?
I guess you could say I’m paying closer attention to who’s in the room where it happens — and who’s scrolling past it. (Wait, is my generation showing?)
Do you recognize yourself in these generational trends, do they miss the mark in your world and work?
Gen Z (born ~1997–2012; ages 13–28)
(Sources: Pew Research Center, Attest, Sprout Social, Yaguara)
About 81% use social media daily, and half spend 3+ hours/day on it
Average nearly 4 hours/day on social platforms
Top platforms: YouTube (80%+), Instagram (75%), and TikTok (69%)
57% prefer short videos (5–90 seconds) for learning about products, services, or events
Only 34% identify as Christian, though over 70% believe in God or a higher power
Gen Z tends to value inclusivity, mental health awareness, and social activism. They’re quick to mobilize around causes online and offline, and often expect the institutions they engage with to be transparent, responsive, and aligned with their values.
Millennials (born ~1981–1996; ages 29–44)
(Sources: Crop Ink, Hootsuite, Target Internet, Pew Research Center)
67% are active on Facebook; Instagram (36.5%) and YouTube (35%) also rank high
40% of 30-49 year olds use TikTok
Nostalgia is strong — early 2000s pop culture is trending on TikTok as a form of comfort and connection.
About 43% identify as Christian, with higher rates of religious disaffiliation than older generations.
Often described as adaptable and socially conscious, Millennials came of age during rapid tech expansion and major economic upheavals (9/11, the 2008 recession), shaping both their career paths and skepticism toward institutions. They tend to value purpose-driven work, flexible schedules, and inclusive communities.
Gen X (born ~1965–1980; ages 45–60)
(Sources: Sprout Social, ClearVoice, Pew Research Center, Gallup)
84% use at least one social media platform; Facebook (74%) leads, followed by YouTube (70%).
Only 15% rely on social for search; many report low influence of social media on purchases.
Around 64–70% identify as Christian, with stable affiliation compared to younger generations.
Known as the “bridge” generation, Gen Xers grew up with analog childhoods and digital adulthoods, making them adept at navigating both worlds. They prize independence, resourcefulness, and direct communication — and often serve as quiet but steady leaders in organizations. Often balancing peak career demands with caregiving for children and aging parents, they value efficiency and reliability.
Baby Boomers (born ~1946–1964; ages 61–79)
(Sources: Target Internet, Pew Research Center)
82% use at least one social platform; 91% of those are on Facebook.
69% prefer email over social for updates from organizations.
Boomers came of age during a time of significant social change — civil rights, the Vietnam War, and the women’s movement — and many retain strong opinions shaped by those formative years. They value loyalty, personal relationships, and face-to-face interaction, and in church life they are deeply invested in sustaining traditions, mentoring younger generations, and providing financial stability for the community.
☕ Why This Matters
Taken together, these profiles remind us that “generation” isn’t just about age — it’s about formative experiences, cultural values, and trust points.
Gen Z is the most diverse, connected, and cause-driven generation in U.S. history. They expect institutions (including churches) to be transparent, inclusive, and responsive — and they won’t hesitate to disengage if those values aren’t met. Shaped by tech booms and economic shocks, Millennials bring adaptability, digital fluency, and a hunger for purpose. They’re quick to embrace new platforms and trends but cautious about long-term commitments to organizations that don’t align with their values. Gen X bridges the analog and digital worlds, blending technological competence with a preference for straightforward, trustworthy communication. They often hold pivotal leadership roles while balancing heavy personal responsibilities, making efficiency and reliability essential. Boomers anchor many communities through their loyalty, institutional memory, and generosity. They carry the formative imprint of sweeping social change and tend to value relationships, tradition, and tangible expressions of commitment.
For church communicators, this means a one-size-fits-all approach will always miss someone. Knowing what each generation values — and how they most naturally connect — helps us craft messages that are both clear and culturally fluent, ensuring no one is left wondering if they belong in “the room where it happens.”
So, let’s ask ourselves:
Am I communicating in ways that serve more than one generation?
Where do my own habits shape my ministry decisions?
What might happen if I tried to experiment outside my comfort zone, once a month?
Three Simple Experiments
Ask the question: “What’s your favorite way to hear from our church right now?” Run a quick poll in worship or over coffee.
Switch the channel: Share the same story in two formats (say, a 90-second Instagram reel and a three-paragraph email) and track how each performs.
Create overlap: Make sure at least one core message each week is accessible in more than one medium, so people can encounter it where they already are.
Whether it’s a GIF-storm group chat, a Sunday bulletin, or a printed note on the bulletin board, we’re all just looking for ways to say: You matter here.
And yes — if it’s clear which generation I’m in from these Hamilton references, well… I literally can’t help it.
