When your church leaders decide they want to reach out to a particular demographic, a lot of research probably goes into the task. This information is helpful in that it can open your eyes to ways to be more accessible or welcoming. If you want to attract more Gen Z members, you must offer something they're not necessarily getting elsewhere. The things that appeal the most to the youngest generation may surprise you.

Relationships

This generation has no shortage of information in their lives. Even the oldest members of Gen Z have never known a world where the internet wasn't readily available to answer any question they might have. They don't necessarily need a church to teach them the basics of belief, although many may still enjoy learning in such a social environment. While it's a good idea to offer online or hybrid options to appeal to younger members, these means of connection are not the ultimate draw. What they are mainly looking for are relationships.

Humans in general are social creatures. However, many churches fall too easily into focusing on programs and entertainment rather than creating a space where members can really get to know and support one another. If you want Gen Z folks to stick around, though, that's what you need to do. They may visit because they are intrigued about a program you offer, but if they don't form friendships or find mentors in the process, they'll have no qualms about leaving when it's over. 

Authenticity

Gen Z may be young, but they're not naive. They tend to be well informed and highly adept at recognizing when someone is not sincere. Honesty and self-awareness are expectations, not extras. They strive to be true to themselves, and they long to surround themselves with others who do the same.  If they are looking for a church, they are likely to avoid any organization that uses excessive spiritual language or Christianese. Instead, they search for congregations that communicate in more authentic ways:

• Admitting imperfection
• Embracing vulnerability
• Setting healthy and clear boundaries

While these are certainly reasonable expectations, they can be difficult for many churches, especially those with more traditional backgrounds. If members grew up believing there was a specific way they were supposed to act at church (i.e., rather than just being themselves), that may be a hard habit to break. Learning how to embrace wholehearted living is a good first step for those who would like to gain enthusiastic younger members.

Social Justice

Churches often pride themselves on serving their communities well, but it's easy for efforts to grow stale if you're not careful. Gen Z members are great at challenging preconceived notions of what social justice really looks like. Whereas older generations may shy away from political discussions, especially if the congregation is diverse in opinion, young adults often want to address social issues directly. They don't separate their spiritual side from the rest of their lives. They want to know that their friends would be welcomed and loved, regardless of their race, gender identity, sexual orientation or other factors. To not only attract but also keep these members, your church needs to communicate acceptance overtly.

It's not enough to talk about it, though. Embrace the fervor younger members show by empowering them to take the lead on community outreach, and encourage others in the congregation to follow. Showing active support for the things they care about is a great way to reach people, especially those who identify as Gen Z.

Each new generation brings exciting challenges to the church, and the specific expectations common among Gen Z members can lead to spiritual growth. Meeting those challenges not only helps your organization grow but also fulfills its mission to be a beacon of hope to the people who seek it.