Hope is on the horizon. As moral and spiritual confusion abound, an unprecedented number of unbelievers are searching for the truth and turning to the Bible. At the end of 2024, reports surfaced that Bible sales were up 22% when compared to the same period in 2023, marking a “golden age of Bible publishing.” What’s more astonishing is that U.S. book sales were up less than 1% over the same period, showcasing that Bible sales “far outpaced what was happening more generally in the print literary space.” It’s no coincidence that Bible sales are soaring – unbelievers are searching for moral clarity and hope amid cultural confusion, and thankfully, these first-time Bible buyers are looking in the right place.
The Wall Street Journal found that Bible sales went up from 9.7 million in 2019, to 14.2 million in 2023, to 13.7 million in the first 10 months of 2024.
“People are experiencing anxiety themselves, or they’re worried for their children and grandchildren,” President of the Evangelical Christian Publishers Association Jeff Crosby explained. “It’s related to artificial intelligence, election cycles…and all of that feeds a desire for assurance that we’re going to be OK.”
In 2023, the American Bible Society’s annual report found that “44% of Gen Z adults between the ages of 18-26 are either very or extremely curious about Jesus and/or the Bible.” That curiosity has likely played into the increase in Bible sales in 2024.
“They’re leaning into the Bible,” the American Bible Society’s Chief Program Officer Dr. John Plake noted. “They’re really trying to engage in their faith and they are kind of a bright hope for us as a young generation of American adults.”
The younger generation is often written off as the most secular demographic in America, but we’ve seen a recent reversal from Gen Z adults. It appears the radical stances of the Left have finally backfired, pushing Gen Z to search for truth elsewhere. In fact, a report from PBS showed that “Gen Z voters have been moving rightward in the past three election cycles.” Gen Z is clearly undergoing a collective shift – ideologically and spiritually.
“This generation still shows significant interest in the Bible and the message of Jesus,” Plake continued. “Ministry leaders may be surprised to find how open Gen Z adults in their communities are to discussions about God’s Word. And if the trends we’re seeing continue — it’s crucial to be having those conversations now.”
It’s easy to feel surrounded by secular ideology and outright evil in modern America, but this is a refreshing reminder that God is not done with our nation, and He is not done with our state. Cultural confusion has led to a new quest for hope and truth. Will you join with us as we represent the salt and light of Christ in our communities?
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