A Changing Marketplace

Abstract

ABSTRACT This manuscript presents the results of a pilot study examining religion and spirituality among Generation X (those born between 1961 and 1981). In addition to aggregated results, this study investigates differences in attitudes toward religion and spirituality based upon gender, ethnicity, parental status, and level of education. Gender and ethnicity are found to be effective market segmentation variables. The implications for marketers for marketers of religious programming and services are discussed.