The Data-Driven Case for Faith-Based Communications in 2025

What if everything you thought you knew about Christianity’s public perception was wrong? In a groundbreaking presentation at the Global Missional AI conference, Gareth Russell, a strategic communications expert and board member at Biblica, challenges the conventional wisdom that faith is a liability in modern marketing.

Russell, whose agency is the only communications firm working exclusively with Christian organizations globally, presents compelling evidence that Christianity is soon to become a marketing advantage—and artificial intelligence is accelerating this transformation.

The Shifting Landscape: From Post-Christian to Post-Secular

While conventional wisdom suggests we’re living in an increasingly secular world, Russell’s data tells a different story. His analysis reveals:

• The US is teetering on post-Christendom
• The UK is post-post-Christian
• Australia is evolving beyond traditional secular frameworks

But here’s the surprising twist: these shifts aren’t necessarily moving away from faith—they’re moving toward a new openness to spiritual purpose and authentic Christianity.

Game-Changing Statistics That Will Transform Your Strategy

Russell presents eye-opening research that should reshape how Christian organizations approach public communications:

Young People Are Leading the Faith Revival:

• Young people are far more likely to pray than older generations
• 66% of Americans now have a personal commitment to Jesus
• 69% of Gen Z believe their faith significantly impacts their lives
• Gen Z are half as likely as their parents to identify as atheist
• 2 million more people have returned to church in the UK over the last six years

The Influence Economy is Faith-Friendly:

• 80% of Russell’s clients now want influencer engagement (up from 20% two years ago)
• Major influencers are openly discussing their faith without losing followers
• From Stormzy’s Grammy acceptance speech to football players crediting Bible study—authentic faith talk is trending

Why AI Makes Christianity a Competitive Advantage

Here’s where artificial intelligence changes everything for faith-based organizations. Russell reveals a crucial insight:

“61% of all large language model responses were driven by editorial, particularly when discussing trust and value.”

This means your online reputation, stories, and content have a disproportionate impact on what AI systems say about your organization. In an AI-driven information landscape, authentic Christian identity becomes a strategic asset.

The Three Pillars of Faith-Based Marketing Advantage

1. Spiritual Purpose Trumps Generic “Doing Good”

Russell argues that society is experiencing the failure of postmodernism and rampant individualism. The old model—where 92% of Americans said they found meaning “from within”—has collapsed.

Today’s audiences, especially younger demographics, are actively seeking:

• Meaning beyond themselves
• Authentic spiritual purpose
• Organizations that stand for something deeper than profit

Strategic Insight: Don’t tone down your Christianity to engage younger audiences. They want to know what you stand for, not what you don’t.

2. Authenticity as a Superpower in Oversaturated Markets

In Russell’s year-long media study across the UK and Australia, he discovered that one-third of mainstream media stories about Christianity center on individual personal faith journeys—not denominational politics or controversy.

Key authenticity principles:

• 90% of consumers consider authenticity important when choosing brands to support
• Only 22% of people over 55 trust paid advertising
• Authentic brand content resonates more effectively than polished corporate messaging

Real-World Success: Russell’s team landed a six-page feature in Australia’s biggest weekend magazine (950,000 circulation) for Compassion International—an organization whose tagline is “In Jesus’ Name.” The publication didn’t care about the faith element; they wanted a good story with authentic voices.

3. Transparency and Humility Build Unshakeable Loyalty

Russell challenges Christian organizations to embrace radical transparency, drawing inspiration from companies that have succeeded by openly sharing their struggles and growth journeys.

The transparency advantage includes:

• Building genuine community through shared values
• Attracting and retaining supporters who align with your mission
• Mobilizing investment, advocacy, and prayer networks
• Creating internal culture that reflects authentic Christian values

Five Strategic Approaches to Reframe Christianity’s Public Perception

Russell outlines his agency’s proven methodology for transforming how the world sees Christian organizations:

1. Tell positive news stories about what the church and Christian organizations are accomplishing
2. Become thought leaders in issues that matter to society
3. Excel at apologizing when there has been abuse of power
4. Provide robust responses to malicious attacks without becoming doormats
5. Ground everything in solid data rather than assumptions or fear

The Influencer Factor: Faith Goes Mainstream

Russell highlights how authentic faith expression is becoming mainstream through influential voices:

• Stormzy declaring “I want to be very clear about the God I serve. That’s Jesus Christ” at the Brit Awards
• Bukayo Saka crediting his “faith in God” and Bible study routine after overcoming racist abuse
• Bishop Robert Barron building 1.8 million YouTube followers through authentic theological content

These examples prove that authentic faith expression doesn’t cost followers—it builds them.

Avoiding the Authenticity Traps

Russell warns against common mistakes that undermine Christian organizations:

What Doesn’t Work:

• Trying to assimilate to secular culture
• Creating “split personality brands” for different audiences
• Using outdated, jargonistic language
• Assuming the world is inherently anti-Christian

What Works:

• Authentic, transparent communication
• Understanding your audience deeply
• Staying true to your Christian identity while being culturally relevant
• Recognizing that people are “anti-bad story” and “anti-bad comms”—not anti-Christian

The AI-Driven Future of Faith-Based Communications

As we move deeper into the AI era, Russell’s insights become even more crucial. Organizations that build authentic online reputations, create compelling content, and engage transparently will see their positive messaging amplified through AI systems.

Strategic recommendations for 2025 and beyond:

• Invest in knowing your audience deeply—they’ve changed significantly in recent years
• Review your mission and values to ensure they’re fit for purpose in an AI-driven world
• Embrace bold authenticity rather than playing it safe
• Build thought leadership on issues that matter to society
• Create content that reflects your genuine Christian identity

The Tide is Turning: Are You Ready?

Russell’s data-driven analysis reveals a profound shift in public perception. While it may not feel like it yet within church walls, the broader culture is becoming more open to authentic Christianity than it has been in decades.

The question isn’t whether Christianity will become a marketing advantage—it’s whether your organization will be ready to embrace authentic faith-based communications when the opportunity fully arrives.

The challenge: Give time to find your voice, invest in understanding your audience, and courageously live your values as you pursue the mission God has called you to.

The opportunity: In a world hungry for meaning, authenticity, and spiritual purpose, Christian organizations have everything needed to build unshakeable loyalty and transformative impact.

Watch the Full Presentation

Don’t miss Gareth Russell’s complete analysis of how AI and changing cultural dynamics are creating unprecedented opportunities for faith-based organizations. His presentation offers practical strategies, real-world examples, and the data-driven foundation every Christian communicator needs to navigate the evolving landscape.

Discover how your organization can turn authentic Christian identity into competitive advantage in the AI age.