We believed that Generation Z was returning en masse to the Church. An error in a survey is to blame for the mirage

Stadiums vibrating with thousands of twenty-somethings raising their arms, eyes closed, singing to god. International pop stars posing in nun’s habits on the covers of their most anticipated albums. And, as a backdrop, an incessant barrage of headlines announcing the unthinkable: the massive return of the youth to the church pews. Over the past few months, the world seemed to witness a fascinating twist in the script. Generation Z, the most secular and secularized demographic cohort in history, was re-embracing Christianity. However, when you scratch the surface of this apparent spiritual awakening, what emerges is not a collective epiphany, but a trap. A gigantic demoscopic mirage. What they sold us as the great rebirth of faith is, in reality, a monumental miscalculation where the armies of artificial intelligence, the mischief of paid online surveys and the desire to believe in a revival have completely distorted the true—and much more complex—religious transformation of young people. We believed that faith was returning to the streets, but the fault was in the method. The spark that ignited the narrative of the great Christian revival jumped in the United Kingdom with the publication of the report The Quiet Revivalcommissioned by the Bible Society. Based on survey data YouGov, The study showed a spectacular figure: monthly church attendance among English and Welsh young people aged 18 to 24 had quadrupled, going from a marginal 4% in 2018 to a resounding 16% in 2024. The news spread like wildfire. Entire dioceses held conferences to “turn up the volume” on this revival, and politicians in the British Parliament used the report as proof that “Christianity is neither oppressed nor decayed,” as reported by BBC. However, demographic experts were quick to raise alarm bells. Surveys considered the “gold standard” of sociology for using random probability samples—such as the British Social Attitudes wave Labor Force Survey— showed a diametrically opposite film. According to these rigorous metersthe percentage of practicing Christians between 18 and 34 years old had not only not risen, but had fallen from 8% in 2018 to 6% in 2024. The danger of surveys opt-in If young people are not filling the churches, where do the miracle figures come from? The answer lies in the architecture of the internet itself. The report of the Bible Society was based on surveys opt-inthat is, panels where users voluntarily register in exchange for financial rewards or points. Demographer Conrad Hackett warns that this format suffers an “existential threat.” Those who respond to these surveys usually seek to maximize your profits filling out questionnaires at full speed, lying about their age to access more surveys, or using Virtual Private Networks (VPN) from other countries to get paid in hard currency. Worse still, Artificial Intelligence has come into play. The researchers have detected armies of chatbots programmed to imitate humans and fill out surveys en masse. The fake young people in these polls are so unreliable that, in similar studies carried out in the USA12% of those surveyed opt-in under 30 years old even stated that he had a license to pilot a nuclear submarine. The “great awakening” was largely an algorithmic hallucination. The situation in our land In Spain, the optical illusion is similar. Phenomena like Hakuna Group Music They managed to bring together 12,000 young people at the Vistalegre Palace, while events such as Calls They gathered 6,000 people at the Movistar Arena. Both are betting on Contemporary Worship Music (CWM), an evangelization format of Protestant and evangelical heritage, full of giant screens, pop-rock and raw emotions. But the noise of the stadiums clashes head-on with the silence of the parishes. The comparison of the official reports of the Spanish Episcopal Conference (CEE) is devastating. If we analyze the transition from the previous exercises to the most recent data, the fall of the sacraments is an undeniable constant: Baptisms: They fell from 152,426 registered in 2023 at 146,370 in 2024which represents a year-on-year decrease of 3.97%. The magnitude of the collapse is better understood if we look in the rearview mirror: in 2007the Church celebrated no less than 325,271 baptisms annually. Communions and weddings: Inertia drags the rest of the life cycle. First communions fell by almost 5% (standing at 154,677), and Catholic marriages fell by 6%, remaining at a reduced 31,462 ecclesiastical unions. Institutional collapse has other profound social consequences. Given the collapse of baptismal prayers, more than 150 Spanish town councils now offer “civil baptisms” or lay welcome ceremonies to celebrate the arrival of newborns. At the same time, the bleeding of vocations has left Spain with only 15,285 priests, whose average age is around a worrying 65 years. The problem It’s so pressing that has forced bishoprics like that of Tui-Vigo to make lay women official to lead “Celebrations of the Word” in the villages in the face of the total lack of priests. The only discordant note—the small statistical lifeline to which the Church clings—is the baptism of children over 7 years of age. This figure experienced a reboundrising from 11,835 in 2023 to 13,323 in 2024. A figure that suggests a paradigm shift in Spanish Catholicism: conversions that are much more thoughtful, personal and less conditioned by “cultural” inertia. The great gap between Spirituality and Religion To understand Generation Z in Spain, two concepts must be drastically separated: the Catholic institution and the search for the transcendent. Here comes into play what my partner in Xataka defined as: “The 29-59% paradox.” According to the Barometer on Religion and Beliefs in Spain (BREC) of 202561% of young people between 18 and 24 years old declare themselves indifferent, agnostic or atheist. Only 29% define themselves as Catholic, a figure much lower than the 46% national average. However, just because they don’t set foot in a church doesn’t mean they are pure materialists. That same report reveals that 59% of young people firmly believe in the existence of the soul and 45% in “energies.” As the sociologist Mar Griera explainswe are not facing a return to dogma, … Read more

The US hamburger has found an unexpected rival that arrives en masse from Japan: sushi

When they arrived in the US, back in the 60ssushi restaurants were true extravagances, establishments with a diverse audience in which immigrants and businessmen eager to try new flavors mixed. The oldest business in Chicago, for example, Kamehachi, was dedicated to prepare nigiris and makis traditional for the people who came to the Buddhist Temple of the Midwest. Today things are different. Sushi has permeated US culinary culture and has become so popular that it is even in demand at children’s parties. From a gastronomic rarity it has become a rival to the hamburger. Sushi eats the US. We don’t say it. I said it in September The New York Times in a report which started with a headline that made things clear from the first line: “Sushi is more fashionable than ever in the US.” The data managed by the industry certainly show growing popularity and, above all, enviable business expectations. The Kroger chainwhich operates stores in most of the US and has been selling sushi since the early 90s, says its sales they have shot up 50% since 2019. In practice that is equivalent to selling a million rolls a day. Arrivals from Japan. The Blue Ribbon restaurant chain assures that in just a few years takeout sushi has gone from representing 6% of all your sales at 30%. Probably encouraged by this context, the Japanese firm Chiyoda Sushi has decided to bet big on the US market. A few weeks ago Nikkei revealed that in spring the operator will begin to market its trays of frozen sushi rolls in the US, where it has already achieved the support of a Japanese supermarket chain, Mitsuwa Marketplace. A millionaire business. Beyond the income statements and decisions of specific companies, the sector conducts market studies that reveal that sushi is not doing badly in its expansion to the other side of the Pacific. The research firm Circana estimates that in 2024 the so-called sushi deli (sushi sold through retail channels, such as supermarkets) represented a business of 2.8 billion dollars7% more than the previous year. All this after experiencing a notable sales increase since the pandemic. In general, according to data from the Government of Japan, in North America there are between 29,000 and 30,000 ramen restaurants and other Japanese specialties. If compared to data from a decade ago, it represents a growth of 17%. And there is no reason to think that it has peaked. a year ago Technavio estimated that the global market (not just in the US) for sushi restaurants will continue to expand in the remainder of the decade, with a growth rate of 3.5%. Beyond the numbers. The popularity of sushi in the US is not measured only in market reports and growth percentages. Much of their success is based on a more qualitative and abstract factor: nigiris and makis succeed simply because they are no longer seen as something extravagant and alien. It explained well in The New York Times the owner of Kamehachi, the oldest sushi restaurant in Chicago: after almost six decades of history, the business has seen an increase in demand for increasingly “creative” rolls, made with new ingredients, such as mango, cheese or jalapenos. Opportunity… And risk? This trend is a sign of the interest that the dish arouses, but also a risk. “The more we explore different types of rolls, the more I worry about moving away from the origins of sushi,” recognizes Giulia Sindlergranddaughter of the founder of the business, who admits in any case that she is delighted to see how Japanese cuisine is no longer something exclusive to the fooders more daring to be a pleasure shared by several generations. In a way, this assimilation into North American gastronomic culture can be traced back to the 1970s, when the California roll was invented in an attempt to hide raw fish and make the dish more palatable to Americans. Goodbye Happy Meal, hello nigiri. Perhaps the clearest proof of the extent to which sushi has penetrated the gastronomic heritage of the USA was given a few days ago. The Wall Street Journal in an article in which he revealed something surprising: in the US it is no longer strange to find children’s parties in which Japanese food has replaced ‘orthodox’ options, such as pizza or hamburgers. The reason? Probably a combination of factors that combine its growing popularity, but also the presentation of the sushi, the aesthetics of the premises or even the content of the rolls. “The more sugar we put in rice, the more it is eaten,” recognize Trevor Corson, author of ‘The Story of Sushi’. Your consumption level may be far from the huge intake of hamburgers that the US registers each year, but the trend led by sushi is surprising to say the least. Especially in a context marked (at least in Spain) by the fall in consumption of fish. “He doesn’t want fries or chicken nuggets. He wants tropical shrimp tempura,” joke Laureano Escobar, a 40-year-old man, when he talks about the culinary tastes of his six-year-old daughter. Images | Daniel (Unsplash) and Only Seafood (Unsplash) In Xataka | Until the 90s, no one in Japan ate sushi with raw salmon. Until a marketing campaign changed everything

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