Reaching a Generation of Readers through Christian Books

The last ten years have witnessed a substantial rise in the popularity of Christian-influenced literature. The popularity of Christian books in public libraries is growing, and many public schools are integrating faith-based perspectives into their curriculum. Despite the closure of brick-and-mortar stores like Cokesbury, Lifeway, and Family Christian Resources, Christian book sales remain robust at almost $800 million annually—a substantial rise from the $575 million recorded yearly in the prior decade.

Where is this increased interest coming from? Who is behind the surge in demand for Christian books and Bibles?

Retail sales data from the U.S. and U.K. show a curious increase in Bible and Christian book purchases from a group affectionately known as “Gen Z.” The term Generation Z, also known as “Zoomers,” applies to anyone born in the mid-1990s to early 2010s. Commonly, these young adults are the children of Millennials and are now forging their own paths of family, career, and financial success.

Gen Z’s complete immersion in internet technology since birth makes this generation particularly interesting. Historically unprecedented, this diverse group, composed of 25- to 30-year-olds, has lived their entire lives with instant access to information through phones, gaming systems, tablets, and computers.

Generation Z has grown up with a preference for scrolling, texting, and streaming rather than outdoor play and active games. They’ve used digital engagement to connect with people and cultures worldwide, going beyond their local communities. Instead of a nearby neighbor, a Gen Z’s closest friend might live a thousand miles away. And this has led to a revolutionary lifestyle.

As the title of his book implies, best-selling author, Jonathan Haidt labels this demographic as The Anxious Generation. Haidt, who holds a PhD in social psychology, believes that young adults are being “wired” with technology, making them more susceptible to mental illness through social media and smartphones. Although Zoomers are hyper-connected globally, loneliness and depression rates are surprisingly high, which might explain this generation’s interest in Christian publications over the past few years. Research shows nearly a 90% surge in Bible reading for this age bracket.

Is there a correlation between burnout from the overuse of technology and the recent boom in Christian book sales? The answer remains unclear; however, the data hints at an exceptional opportunity for Christian authors to positively influence Gen Z’s spiritual development through books that teach valuable lessons and decrease screen time.

Drawing in Gen Z Through Written Content

Let’s explore four unique approaches to engaging this amazing population effectively through our writing.

1. Keep Your Writing “Anxiety-Free”

Because information was readily available during their upbringing, Gen Z developed rapid information processing skills. However, most young adults today have short attention spans, making them prone to information overload. They opt for bite-sized and visually stimulating content for media consumption. This demographic grew up using emojis or emoticons to communicate feelings and emotions.

Get straight to the point in your writing. Verbose rambling will quickly lose a Zoomer. I’ve picked up a thing or two from my Gen Z grandchildren regarding this. Years ago, when they first obtained an email address of their own, I used proper sentences when communicating with our grandkids. My love letters to family were long enough to fill several phone screens! One day, a relative told me she wasn’t reading my emails because they were “too wordy.” Mastering the latest shorthand techniques led to a breakthrough in our electronic communication.

Conversely, don’t overuse slang or buzzwords. Their language changes rapidly. By the time we understand the latest vernacular of this generation, a whole new list of words and terms has emerged. Steer clear of informal language or colloquialisms, as they might not understand.

Interject peaceful situations and solutions in your writing. Zoomers have never lived without a country or two at war. They have endured challenging economic times, environmental concerns, worldwide pandemics, and social injustice. As a result, they are now pragmatic in their thinking. Focus on the solutions rather than the problems. This generation, known for its high educational attainment, is dedicated to improving the world through responsible financial habits and healthy lifestyles. Maintain a positive attitude; they share the same desire.

2. Simplify Access to Supplemental Materials

In non-fiction, particularly, add supplemental materials directly into your story, so they no longer need to use outside references. For example, if your devotional is about Psalms, cite each relevant Psalm in full within the text. If your writing aims to clarify God’s word, include the Bible text for ease of understanding and to hold the reader’s attention. To keep readers engaged, lessen their dependence on phones for looking up passages.

That old song from Sunday School, “The Bible tells me so,” comes to mind. While Zoomers are reading the Bible more than ever, not all young adults automatically go to their physical Bible when searching for answers. They grab their phones. Our pastor asked everyone to take out their Bibles one Sunday in church, and almost 100% of the congregation pulled out a phone. When we need a phone to look something up, it’s easy to get sidetracked.

This, again, is why it’s essential to include all Bible references directly within your narrative. Consolidated information improves a reader’s understanding of your story’s key points.

Also, make your book available in various media formats. Today, books can be “read” through audio, digital, and printed versions. Generation Z and others can read anywhere—while traveling, commuting, or otherwise—thanks to the book’s diverse formats. Think digital as well when presenting your book to the world. Host a virtual book launch or an online book club to market your book by engaging with those in the social media ecosystem. BookTok and Goodreads are great platforms to connect with your audience. Kristine Brown offers helpful advice on reaching readers through the YouTube platform in her blog, which can be found here: 4 Ways to Market Your Book With YouTube.

3. Meet Readers Where They Are, Not Where You Wish They Were

Years ago, Dr. Kenneth Taylor, who worked for Moody Press then, wrote a version of today’s Living Bible. With ten children, the Taylors found their daily Bible studies unproductive because of the complexity of the King James Version. In a Christianity Today interview, Taylor said, “All too often I would ask questions to be sure the children understood, and they would shrug their shoulders—they didn’t know what the passage was talking about.”

Taylor’s book, Living Letters, aimed to make reading the Bible in a modern language easier. He pitched the book to his boss at Moody, who declined to read it. So, Taylor published it himself and sold it out of his garage. This venture was successful enough that he ultimately left Moody Press and formed his own publishing company.

Dr. Taylor, named his company after William Tyndale, who had translated the Bible into English in the 16^th century. A paraphrased version of Living Letters was written in 1971; it became The Living Bible, a bestseller for several years. While some theologians disagree with the Living Bible’s paraphrasing, its author aimed to make the Bible accessible to those unfamiliar with it. The goal was to share the truth with those who wouldn’t have otherwise known it. Evangelist Billy Graham distributed over 50,000 copies to new believers through his crusades in the 70s and 80s.

Christian authors must engage readers in their current contexts. Gen Z may lack the theological background we hope for; therefore, engage with them on their own level. There isn’t a “one size fits all” approach to Christian books and teachings. Encourage Gen Z’ers to stretch their behaviors and thoughts. In terms of race and ethnicity, this generation is the most diverse ever. As they are open to new perspectives, nurture their faith and encourage them to flourish.

Talk to them, not at them. Zoomers can sense insincerity from a mile away. And maintain a respectful tone; older people may unintentionally patronize Gen Z. Other generations often shake their heads and think, “Back in my day . . .” This frequently leads to judgment and misunderstandings. It is critical to prevent an outdated perspective from tainting your writing.

4. Use Graphics and Sequential Art to Increase Your Book’s Appeal

Educators are integrating graphic novels into their curriculum to motivate students to read. Young adults grew up with gaming systems and are used to linear text, dialogue bubbles, and illustrations with movement. A graphic novel combines all three. Consider The Action Bible, a retelling of the historical events of the Bible created by a former Marvel Comics and DC illustrator.

The Action Bible is a substantial online bestseller, outpacing the English Standard and King James versions in sales ten times over. Created in a comic-book-like format, the images are captivating, and the stories are dynamic, as they bring traditional Bible stories to life.

The heavily illustrated format has become so popular in recent years that classic books like Jane Austen’s Pride and Prejudice and Harper Lee’s To Kill a Mockingbird have been adapted into graphic novels. Although classic adaptations are common, their presentation in picture-book form is captivating. The enthusiastic reaction from young adults has been quite unexpected.

Think of your favorite novel—what makes it so memorable? Often, it’s the cast of characters who must be larger-than-life. Illustrations or graphics, paired with words, help characters come alive. Engaging multiple senses makes for a memorable read.

The Time is Right for Connecting with Gen Z Readers

According to the Association of American Publishers, religious press sales were trade publishing’s fastest-growing segment in 2024 (up nearly 48% over 2023). The Big Five’s Christian publishing arms are growing. For example, Penguin Random House, which already has three other religious publishing divisions, recently added the PRH Christian Publishing Group. This action, per Publishers Weekly Magazine, aimed to build on their existing evangelical Christian publishing programs. Reports also show that contracts have been secured with several leading Christian authors for the next decade.

This confirms a groundswell of receptivity to faith-based writing, which will only grow from here. As indie authors and independent publishers, we are living in a moment, however brief that may be, where we can re-engage the hearts and minds of Generation Z’ers with the written word. We cannot be like the people described in Judges 2:10, which says, “…another generation grew up who knew neither the LORD nor what he had done for Israel.”

Let’s work together to create books that share the Good News and help others gain wisdom, healing, and wholeness. 

Author Bio:

As an author, writing coach, and publisher, Teresa Granberry knows the importance of books for personal and spiritual growth. She’s the president of a conservative Christian publishing house, assisting new indie authors in finding their voice and audience. If she’s not reading, she travels with her husband or spends time with her nine grandchildren. Discover more about her work at http://harvestcreek.net