Church attendance has seen a notable decline in recent decades, with research from the Pew Research Center showing that the percentage of Americans attending religious services weekly has dropped from 39% in 2007 to 29% in 2022. This decline raises a pressing question: if the church's primary role is fostering a faith-based community, does this suggest that people no longer need such connections? The answer is an emphatic no. Community is as vital today as ever—perhaps even more so in an era characterized by digital connections, social fragmentation, and pervasive isolation. The problem lies not in the need for community but in how churches deliver it.
This article explores the underlying reasons for the decline in church attendance, focusing on the societal shift from data scarcity to data abundance. We argue that churches have not kept pace with this transformation. In a world where information is decentralized and widely available, the traditional "you come to us" model—where central figures like ministers or priests act as the primary source of spiritual and communal guidance—is no longer practical or effective. Many churches continue to operate as though they are indispensable gatekeepers of knowledge, failing to recognize that people now access diverse resources and perspectives with unprecedented ease. The Presbyterian Church's Entrepreneurship Ministry offers a forward-thinking model for how faith organizations can adapt to this new reality, using innovative approaches to build and sustain vibrant communities that meet people where they are—both physically and digitally—in the information age.
About the author: Jeff Hulett leads Personal Finance Reimagined, a decision-making and financial education platform. He teaches personal finance at James Madison University and provides personal finance seminars. Check out his book -- Making Choices, Making Money: Your Guide to Making Confident Financial Decisions.
Jeff is a career banker, data scientist, behavioral economist, and choice architect. Jeff has held banking and consulting leadership roles at Wells Fargo, Citibank, KPMG, and IBM.
The Shift from Data Scarcity to Data Abundance
Understanding the Paradigm Shift
The transition from the industrial era to the information era marked a dramatic change in how people interact with data. In the past, information was scarce, costly to acquire, and controlled by centralized sources like libraries, schools, and religious institutions. Churches flourished in this environment, acting as a hub for knowledge, moral guidance, and social connection. Ministers and priests were not just spiritual leaders but also community authorities, providing wisdom and insight that could not be easily accessed elsewhere.
Today, the world operates on an entirely different paradigm. Information is abundant, inexpensive, and accessible with a few taps on a smartphone. Powerful algorithms and cloud networks have made data ubiquitous, often overwhelming individuals with the sheer volume of options. This shift has created an environment where the role of traditional information gatekeepers, including churches, has been significantly diminished.
Implications for Community Delivery
In an era of data abundance, the challenge is no longer accessing information but curating it effectively. People need help filtering, prioritizing, and applying the flood of available data to their lives. Churches that still function as if they are the primary source of information risk alienating congregants, particularly younger generations accustomed to finding answers independently.
Does this mean that traditional church services are no longer needed? Not at all—traditional sermons and related services remain a foundational aspect of the church's role. However, the point is that in today's information-rich world, churches must go beyond the traditional model. While the singular leader disseminating knowledge has its place, thriving in this era requires more. Churches must evolve to become facilitators of participatory, community-driven, and faith-centered experiences, meeting people where they are and addressing their diverse spiritual and communal needs.
Why Community Is Still Essential
The Persistent Human Need for Connection
Despite declining church attendance, people’s need for community remains unchanged. Studies consistently show that social connections are a critical determinant of mental health, physical well-being, and overall life satisfaction. The isolation exacerbated by digital interactions has only heightened the need for real-world connections that foster a sense of belonging.
The church, as an institution, is uniquely positioned to meet this need. However, doing so requires reimagining how it functions. Instead of focusing solely on delivering sermons or traditional services, churches must explore new ways to engage with people where they are—both physically and digitally.
The Danger of Defaulting to Passive Communities
Without proactive efforts to build meaningful community spaces, people often turn to default environments shaped by corporate algorithms. Social media platforms, for example, foster connections based on data-driven profit motives rather than genuine human needs. These platforms prioritize engagement and advertising revenue, often at the expense of authentic relationships.
Churches have the opportunity to offer an alternative—a community rooted in shared values, mutual support, and spiritual growth. However, seizing this opportunity requires embracing the tools and strategies of the information age.
The Role of Choice Architecture in Church Adaptation
Richard Thaler, a Nobel Prize-winning behavioral economist, noted that every environment has a default choice architecture. In a traditional church setting, the default has often been passive participation: attend services, listen to the sermon, and occasionally volunteer. However, this model does not align with the participatory nature of modern society.
Churches must create intentional choice environments that encourage active engagement. This includes providing opportunities for congregants to shape their faith journey, connect with others, and contribute meaningfully to their community. Technology can play a critical role in this transformation.
Building Faith-Based Decision Frameworks
The article Data Abundance highlights the importance of decision-making frameworks—structured approaches individuals can use to navigate complex, data-rich environments. Churches can play a pivotal role in helping congregants develop these frameworks, guiding them to make faith-centered choices in a world saturated with information.
For instance, instead of merely delivering sermons, churches could offer interactive workshops, discussion groups, and online forums that empower individuals to explore their beliefs and apply them to everyday life. This approach aligns with the participatory ethos of the information age while reinforcing the church’s role as a community anchor.
The Presbyterian Church's Entrepreneurship Ministry: A Model for Adaptation
The Presbyterian Church’s Entrepreneurship Ministry offers a blueprint for how faith organizations can adapt to modern challenges. By embracing entrepreneurial principles, this ministry seeks to deliver faith and community in innovative ways that resonate with contemporary needs.
Core Strategies of the Entrepreneurship Ministry
Reimagining Leadership Roles: Ministers are encouraged to adopt entrepreneurial mindsets, focusing on resilience, adaptability, and vision. Training programs help bridge the gap between traditional pastoral skills and the leadership qualities needed to navigate a rapidly changing world.
Fostering Local Innovation: The ministry supports local congregations in launching creative initiatives that address specific community needs. Whether it’s opening a community café, hosting wellness workshops, or creating digital faith platforms, these efforts demonstrate how churches can meet people where they are.
Leveraging Technology for Connection: Recognizing the role of data abundance, the Entrepreneurship Ministry integrates digital tools to enhance outreach and engagement. Apps, social media, and virtual events are used to create hybrid community spaces that blend physical and digital interactions.
Encouraging Collaborative Communities: The ministry emphasizes collaboration between clergy, lay leaders, and congregants. By decentralizing leadership and fostering collective ownership of community initiatives, it creates a more inclusive and dynamic church experience.
How Churches Can Embrace the Information Age
Based on insights from Governance Choice, Church Adaptation, and Data Abundance, churches can implement the following strategies to remain relevant in the modern era:
Adopt Flexible Governance Structures: Consider hybrid models that balance traditional faith missions with entrepreneurial innovation. For instance, a for-profit governance structure could support community-focused ventures like cafés or coworking spaces while maintaining the church’s spiritual mission.
Redesign Choice Architectures: Shift from passive participation to active engagement by creating choice environments that empower congregants. This includes offering multiple pathways for involvement, from volunteering and small groups to digital forums and educational programs.
Prioritize Data Literacy: Equip leaders and congregants with the tools to interpret data and make informed decisions. Statistical understanding is essential for assessing community needs, measuring program impact, and adapting to changing circumstances.
Leverage Digital Tools for Engagement: Use technology to enhance, not replace, in-person connections. Hybrid models that combine digital outreach with physical gatherings can expand the church’s reach while maintaining its core mission.
Focus on Localized Solutions: Tailor initiatives to address specific community needs. This localized approach ensures relevance and fosters stronger connections between the church and its surrounding community.
Conclusion: The Path Forward
The decline in church attendance is not a sign that people no longer need community. Rather, it reflects a growing disconnect between traditional church models and the realities of the information age. By understanding the shift from data scarcity to data abundance, churches can adapt their approaches to better serve modern communities.
The Presbyterian Church’s Entrepreneurship Ministry provides a compelling example of how to embrace this transformation. They show how faith organizations can thrive in the information era by fostering innovation, leveraging technology, and prioritizing collaborative community building.
Ultimately, the church’s role remains the same: to create spaces where people can connect, grow, and find meaning. The challenge—and the opportunity—lies in reimagining how those spaces are delivered in a world transformed by data abundance.
Resources for the Curious
Pew Research Center. "In U.S., Decline of Christianity Continues at Rapid Pace." 2022.
Hulett, Jeff. "Governance Choice: Balancing Traditional Missions with Entrepreneurial Innovation." Personal Finance Reimagined, 2024.
Hulett, Jeff. "Church Adaptation: The Role of Entrepreneurial Ministry in Modern Faith." Personal Finance Reimagined, 2024.
Hulett, Jeff. "Being a Data Explorer Is Essential for the Data Abundance Era." The Curiosity Vine, 2024.
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press.
Byers, William. The Blind Spot: Science and the Crisis of Uncertainty. Princeton University Press, 2011.
Cacioppo, John T., and Patrick, William. Loneliness: Human Nature and the Need for Social Connection. W.W. Norton & Company, 2008.
Heifetz, Ronald A., and Marty Linsky. Leadership on the Line: Staying Alive Through the Dangers of Change. Harvard Business Review Press, 2002.
Presbyterian Church (U.S.A.). Foundations of Presbyterian Polity. Office of the General Assembly, 2017.
Bayes, Thomas. An Essay Towards Solving a Problem in the Doctrine of Chances. Philosophical Transactions of the Royal Society, 1763.
Putnam, Robert D. Bowling Alone: The Collapse and Revival of American Community. Simon & Schuster, 2000.
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