Fetzer Institute Survey on Love and Forgiveness in American Society

1
Survey of Love and Forgiveness
in American Society
prepared for the Fetzer Institute by StrategyOne
October 2010

2
Methodology
•Influencers are defined as follows:
-Business Influencer: currently holds a professional title of director or above
-Community Influencer: has participated in at least three community activities like volunteering or charities or
nonprofit organizations, attending public meetings, contacting politicians, or others in the past 12 months
Who
n=1,000 US Adults age 18+ (Margin of Error: 3.1% in 95 out of 100 cases)
n=200 Oversample of influencers* (Margin of Error: 6.9% in 95 out of 100 cases)
n=300 Oversample in six geographic markets (Margin of Error: 5.7% in 95 out of 100 cases)
Dallas; Detroit; New York City; San Francisco; Seattle; Washington, D.C.
How Online Data Collection
When August 4–15, 2010

3
Key Findings
A Growing Desire for Love and Forgiveness
American adults recognize a need for more meaningful love and
forgiveness. Sixty-eight percent of Americans agree (strongly or
somewhat) that they need more meaningful love in their personal lives,
and this number increases to 89% in their communities, 94% in America,
and 95% in the world. Sixty-two percent of Americans agree (strongly or
somewhat) that they need more forgiveness in their personal lives, and
this number increases to 83% in their communities, 90% in America, and
90% in the world.

4
Key Findings
Americans Seek Greater Connection Globally
Americans express a universal desire for a more loving and unified world.
For example, most (61%) claim that if they better understood the values of
people in other countries, there would be less conflict in the world, which
indicates a need in our country for better understanding of foreign
cultures and values and how those values align with our own. Additionally,
9 in 10 Americans agree that the world is too divided and apart, and 95%
agree that we need more meaningful love in the world.

5
Key Findings
An Increasingly Fearful and Violent World
The belief is prevalent in the United States that the world is increasingly
becoming more fearful and violent. Ninety-one percent of Americans feel
this way, and the majority of Americans also believe that both the United
States and the world today are too divided and apart (87% and 90%
respectively).

6
Key Findings
The Complexity of Forgiveness in America
Sixty-seven percent of Americans agree that the US population is
composed of generally forgiving people, but 58% also agree that there are
instances where people should never be forgiven. The unforgiveable
instances are murder (41%), abuse or sexual crimes (26%), or any
intentionally committed crime (22%), suggesting that most Americans
focus on crimes against an individual as being unforgiveable. Additionally,
60% of Americans believe that forgiving someone would first depend on
the offender apologizing and making changes.

7
Key Findings
Americans Live with Distrust and Long to Belong
While most Americans describe their personal communities as friendly,
peaceful, respectful, and compassionate, 74% agree that most people
would take advantage of others if they had the chance. In addition, 40%
of Americans describe their communities as divided; 31% claim their
communities are intolerant; and 27% state their communities are
untrusting. The data also points to a clear majority who long to belong.
82% of Americans agree that it’s personally important to feel part of a
community, and 58% say that they want to be a part of something bigger
than themselves but don’t know how to begin.

8
Key Findings
Americans Are Becoming More Spiritual
The United States is becoming an increasingly spiritual country. Seventy-
six percent of American adults consider themselves to be spiritual, and
60% of American adults say they are becoming more spiritual as compared
to five years ago. Furthermore, nearly three-quarters of American adults
believe spirituality can help solve misunderstandings between cultures.
Still, there is a segment of the population that doesn’t know where to turn
to address their spiritual needs. Around one-third of American adults
spend a lot of time grappling with spirituality, and more than one-in four
have spiritual needs and don’t know where to turn for help.

10
Being
compassionate
Helping others Sacrifices Acts of kindness Anticipating
needs
Respect Spending time Community
involvement
Physical
affection
21% 20%
8% 7% 7% 6% 6% 5% 5%
Meaningful love in Americans’ personal lives is primarily
about compassion and supporting others.
Asked among US Population
•Thinking about the term “meaningful love,” how would you define this in the context of your personal life?
•What are some ways you demonstrate “meaningful love” in your personal life?
Defining “meaningful love”
Ways to demonstrate “meaningful love”
US Population

11
Ways “meaningful love” is part of industry/field
Americans believe that meaningful love is not part of
the workplace.
•In what ways do you think “meaningful love” is part of the industry or field in which you currently work?
•What do you think is the main obstacle to having more “meaningful love” in the industry or field in which you currently work?
Inappropriate in the
workplace
Profits Selfishness Competition Lack of
communication
Bureaucracy
11%
9%
7%
5% 5% 5%
13% 13%
5% 5% 5% 5%
US Population Business influencers
Topmentions
Main obstacle to “meaningful love” in the workplace
US Population

12
Americans indicate a strong desire for more meaningful
love in their lives, particularly at the community and
societal levels.
•How much do you agree or disagree with the following statements?
We need more meaningful
love in the world
love in America
love in my community
love in the industry or field
in which I work
I need more meaningful
love in my personal life
62%
58%
42%
29%
28%
33%
36%
47%
48%
40%
3%
4%
9%
14%
22%
2%
2%
2%
9%
10%
Strongly agree Somewhat agree Somewhat disagree Strongly disagree
% AGREE, Key Groups
US
Population
Community
Influencers
Business
Influencers
68% 67% 66%
77% 77% 75%
89% 87% 85%
94% 94% 92%
95% 95% 92%
US Population
Perceived Need for Meaningful Love

14
Americans see an increasing need for forgiveness,
particularly at the community and societal levels.
We need more forgiveness in the world
We need more forgiveness in America
We need more forgiveness in my
community
We need more forgiveness in the
industry or field in which I currently
work
I need more forgiveness in my personal
life
55%
51%
37%
27%
22%
35%
39%
46%
45%
40%
7%
7%
13%
18%
28%
2%
3%
4%
10%
9%
% AGREE, Key Groups
US
Population
Community
Influencers
Business
Influencers
62% 63% 61%
72% 73% 72%
83% 83% 84%
90% 91% 89%
90% 93% 89%
Perceived Need for Forgiveness
US Population

15
Attitudes about forgiveness are mixed, and more than
half of Americans agree there are instances that do not
warrant forgiveness.
•What are these instances where people should never be forgiven?
There are instances where people
should never be forgiven
In general, my forgiving someone should
depend upon the offender first
apologizing and making changes
24%
22%
34%
38%
23%
24%
19%
16%
% AGREE, Key Groups
US
Population
Community
Influencers
Business
Influencers
60% 49% 58%
58% 50% 60%
Situations of Forgiveness
Murder Abuse / Sexual crimes Intentional crimes Betrayal Terrorism / War crimes
41%
26%
22%
10%
4%
US Population
Unforgiveable Instances
US Population

16
Americans believe that forgiveness is not part of
the workplace.
Workplace is not
the setting
Money Difficulty
forgiving
People's
behavior
Selfishness Competitiveness Don't Know
12% 11%
7% 6% 6% 4%
10%
13% 11%
5% 5% 6% 6%
18%US Population Business influencers
Topmentions
Main obstacle to forgiveness in the workplace
•In what ways do you think forgiveness is part of the industry or field in which you currently work?
•What do you think is the main obstacle to having more forgiveness in the industry or field in which you currently work?
Ways forgiveness is part of industry/field
US Population

17
Americans are more comfortable seeking help to forgive
others than in seeking help to forgive themselves.
•Have you ever turned to anyone for help or guidance in trying to forgive others?
•Have you ever turned to anyone for help or guidance in trying to forgive yourself?
•Which of the following have you turned to?
Friend
Family member
Spouse
Mental health professional
Parent
Clergy
Support group
Teacher
Colleague
God
54%
41%
30%
29%
27%
26%
12%
7%
7%
6%
69%
54%
41%
22%
37%
27%
12%
10%
15%
4%
To forgive yourself
To forgive othersForgive othersForgive yourself
53%
43%
Turn to others for help to… Turn to:
US Population

18
Influencers demonstrate similar attitudes to the general
public, but they are more comfortable turning to a variety of
support sources.
Community and Business Influencers
•Have you ever turned to anyone for help or guidance in trying to forgive others?
•Have you ever turned to anyone for help or guidance in trying to forgive yourself?
•Which of the following have you turned to?
Friend
Family member
Mental health professional
Clergy
Spouse
Parent
Support group
Colleague
Teacher
God
53%
40%
35%
33%
30%
25%
21%
14%
8%
6%
69%
54%
27%
37%
39%
33%
18%
21%
10%
4%
To forgive yourself
To forgive othersForgive othersForgive yourself
59%
47%
Turn to others for help to… Turn to:

19
92%
2%
6%
Most Americans seek help from friends and family when
grappling with a personal problem.
•To which of the following do you turn for support when you are struggling with a personal problem?
87%
3% 10%
I have resources
I don't know where
to turn
I don't look for help
Community and Business
Influencers
US Population
Family
Friends
Physical activity or hobby
Religion or spirituality
Meditation
Published materials
Personal indulgences
A personal advisor
Online communication
62%
56%
32%
27%
22%
18%
17%
13%
10%
Family
Friends
Physical activity or hobby
Religion or spirituality
Meditation
Published materials
Personal indulgences
A personal advisor
Online communication
66%
64%
42%
35%
31%
29%
19%
17%
15%
Where You Turn for Personal Guidance

21
Americans are uniformly committed to leading spiritual,
connected lives.
•How important would you say each of the following is in your personal life?
To feel part of a
community
To find meaning in my
life
To lead a life of high
moral value
To find inner peace
33%
62%
60%
63%
49%
32%
35%
32%
15%
4%
3%
4%
3%
2%
1%
1%
Very important Somewhat important Not very important Not at all important
% IMPORTANT, Key Groups
US Population
Community
Influencers
Business
Influencers
95% 96% 95%
95% 95% 95%
94% 95% 93%
82% 90% 87%
Importance of Values
US Population

22
Most Americans consider themselves “spiritual.”
•Thinking about religion and spirituality, which of the following best describes you?
US
Population
Business
Influencers
Community
Influencers
35%
37%
39%
6%
10%
6%
41%
34%
42%
18%
19%
13%
Spiritual, but not religious Religious, but not spiritual Both Neither

23
Spiritual only Religious only Both Spiritual only Religious only Both Spiritual only Religious only Both
79%
77%
90%
84%
86%
95%
88%
74%
91%
Americans who are both religious and spiritual lead lives
more aligned with their beliefs.
•How well connected is your life with your spiritual beliefs? (Asked among spiritual only.)
•How well connected is your life with your religious beliefs? (Asked among religious only.)
•How well connected is your life with your spiritual/religious beliefs? (Asked among both spiritual and religious.)
US Population Community Influencers Business Influencers
% Life is well connected with beliefs

24
Spiritual only Religious only Both Spiritual only Religious only Both Spiritual only Religious only Both
47%
35%
50%
35%
19%
35%
63%
51%
59%
Spirituality is a common factor in Americans having more
trust and openness to others.
Forgiveness not conditional Trust of others Positive global views
% DISAGREE
“In general, my forgiving someone should
depend upon the offender first apologizing
and making changes in their behavior”
% DISAGREE
“Most people would take advantage of
others if they had the chance”
% DISAGREE
“People in other countries are generally
intolerant people”

25
Belief/Faith in God Practices/Worship System of beliefs Organized/Structured
faith
Belief in higher power Sharing of beliefs Dogma/Defined
beliefs
23% 21%
17% 16%
10% 9% 8%
Americans understand religion as a set of beliefs and
practices of faith.
•What does the term “religion” mean to you? (Mentions less than 10% omitted from table.)
Participation in an
organized, structured
version of spirituality.
Believing in God,
going to my church,
having the right to
go to my choice of
church.
Religious does not
necessarily mean
you attend church
every Sunday. It
means you believe
in a greater power.
Religion for me is the
practice of rituals that
connect me with my
spiritual beliefs. Religion is
a gateway, though not the
only gateway, to
spirituality.
A dogma or set
of rules that
people band
together to
follow.
Having a
belief in God
and living by
example.
Attending a local
church..being a part
of that church
community.
Definition of Religion
Religions are the
greatest lie ever told to
mankind. Its a tool
used by people to gain
and/or maintain power
and control.
Religion is man's
attempt to explain his
existence and his
connection to the
universe of which he
is a part.
US Population

26
Americans understand spirituality to be more personal
than religion.
•What does the term “spirituality’” mean to you? (Mentions less than 5% omitted from table.)
Spirituality means the love
and worship of GOD.
Having a personal
relationship with
God.
Religion is for people who
are afraid of going to hell,
Spirituality is for the
people who have already
lived through it.
To me, it means
having faith in a
higher power or in
something greater
than you.
Spirituality is the feeling of
peace and serenity you get
knowing there is a power
greater than yourself who
knows what is best for you.
You live your life in the
'spirit' of Christ.
That you are kind, and
compassionate, and you think
about broader things than
yourself, like making the world a
better place, and having a moral
code that you live by, and being
good to others.
Belief/Faith in God Belief in higher power Faith (general) Self-awareness Inner peace
22% 21%
10%
7% 6%
Definition of Spirituality
US Population

27
Religion is largely old-fashioned and out of date
Spirituality is largely old-fashioned and out of date
Science and religion are in direct conflict
Science and spirituality are in direct conflict
Religion can help solve misunderstandings and gaps between cultures
Spirituality can help solve misunderstandings and gaps between
cultures
Science and religion are both useful
Science and spirituality are both useful
Science and religion are compatible
Science and spirituality are compatible
42%
22%
19%
13%
54%
72%
39%
40%
18%
22%
Attitudes about religion and spirituality differ. Americans are
more likely to see spirituality as relevant and useful.
Perceived Relevance of Religion and Spirituality
% Agree
NegativeattitudesPositiveattitudes
US Population

28
Those who are both religious and spiritual are most likely to
participate in religious/spiritual practice.
•How often do you do each of the following activities?
Pray privately
outside of church
Meditate
Attend a church
Spiritual activity
not connected
with a church
59%
36%
28%
27%
% FREQUENTLY, Key Groups
US Population
Community
Influencers
Business
Influencers
Spiritual
only
Religious
only Both
59% 62% 61% 50% 62% 87%
36% 46% 52% 41% 35% 49%
28% 37% 38% 12% 46% 54%
27% 36% 41% 29% 29% 38%
Religious/Spiritual Practice
% Once per week or more
US Population

29
Americans have a growing interest in spirituality and are
searching for guidance.
I believe the events in my life unfold
according to a divine or greater plan
Compared to 5 years ago, I am
becoming more spiritual
I want to join and be a part of
something bigger than myself but I don’t
know how to begin
I have spiritual needs that are not
addressed by a traditional religious
institution
Compared to 5 years ago, I am
becoming more religious
I spend a lot of time grappling with the
issue of spirituality
I have spiritual needs and I don’t know
where to turn
69%
60%
58%
48%
41%
31%
27%
% AGREE, Key Groups
US
Population
Community
Influencers
Business
Influencers
Spiritual
only
Religious
only Both
69% 67% 69% 63% 71% 89%
60% 63% 67% 66% 42% 77%
58% 52% 56% 56% 58% 57%
48% 52% 56% 70% 45% 39%
41% 41% 44% 22% 55% 67%
31% 30% 39% 30% 45% 31%
27% 22% 32% 27% 43% 24%
Connection to Spirituality
% Agree
US Population

30
Many Americans believe their religion is the right one.
•Do you believe that your children should be raised with… (Asked of respondents with children.)
I believe interfaith
marriage is wrong
The religion I believe in is
the right religion
7%
30%
13%
33%
27%
16%
52%
20%
% AGREE, Key Groups
US
Population
Community
Influencers
Business
Influencers
63% 57% 60%
21% 16% 25%
How Religious Preference Affects Lifestyle
Organized religion Spiritual guidance Both Neither
9%
24%
46%
12%
Children should be raised with…
US Population

32
47%
41%
4% 2%
6%
The people and houses in my neighborhood
The broader locale or city in which I live
The state in which I live
The country in which I live
The world in which I live
For many, “community” is defined by close
geographic proximity.
•Thinking about the word “community,” geographically, do you define this primarily as…
Community and Business
Influencers
US Population
34%
53%
5%
2%
7%
Community as
neighborhood or city 88%
Community as
neighborhood or city 87%

33•Thinking about your personal community, whom do you include…
My neighbors
My family
The people and groups with whom I
spend the greatest amount of time
My church/local religious group
My company/co-workers
Organizations and associations I am a
member of
My online social networks
76%
72%
60%
40%
36%
34%
23%
Key Groups
US Population
Community
Influencers
Business
Influencers
76% 82% 75%
72% 80% 78%
60% 75% 69%
40% 53% 49%
36% 46% 56%
34% 56% 52%
23% 32% 34%
Definition of Personal Community
Influencers have a wider definition of their personal
community than other Americans.
US Population

34•Thinking about this personal community, how well do you agree that each of these terms describes your community now?
•Which of the following do you wish your personal community was more of?
Preference for Personal Community
Americans recognize the positive qualities of their
communities, but also identify room for improvement.
92% 89% 89%
85% 83% 82% 81%
77%
73% 73%
40%
31%
27%
20%
33%
25%
35%
26%
22%
18%
21%
13%
16% 16%
1% 2% 2% 1%
Currently describes community Wish my community was more
US Population

35•How important would you say each of the following is in your personal life?
•For each of the following statements, please indicate how much you agree or disagree.
Americans want to be a part of a community and are
looking to belong to something bigger than themselves.
US Population Community
Influencers
Business
Influencers
US Population Community
Influencers
Business
Influencers
82% 87% 90%
58% 56%
52%
Importance of Community Joining Something Bigger
% IMPORTANT
“To feel part of a community”
% AGREE
“I want to join something bigger than myself,
but I don’t know how to begin.”

36
Americans believe that both the United States and the world
are too divided and apart.
•For each of the following statements, please indicate how much you agree or disagree.
America today is too divided
and apart
The world today is too divided
and apart
The world is increasingly
becoming more fearful and
violent
Most people would take
advantage of others if they
had the chance
42%
46%
48%
29%
45%
44%
43%
45%
10%
8%
7%
23%
3%
3%
2%
3%
Perception of Social Health
US Population

37
The majority of Americans have similar perceptions of
themselves as they do of people around the world.
•How much do you agree or disagree with the following statements? (Total % Agree shown)
Perceptions of Foreign Cultures
Question split sampled [Americans] [People in other countries]
Are generally intolerant people
If they understood others' values better, there would be less
conflict
Are generally spiritual people
Are generally forgiving people
Are generally religious people
Are generally loving people
Are generally compassionate people
43%
52%
76%
61%
76%
71%
72%
49%
61%
65%
67%
75%
76%
77%
Americans
People in other countries
US Population

39
Dallas
93% 90% 91% 88% 87% 87% 83% 87%
77% 80%
36%
27% 24% 16%
35%
22%
35%
28% 21% 23%
28%
12%
24% 20%
0% 1% 0% 0%
community
life
We need more meaningful love in the
world
We need more meaningful love in
America
We need more meaningful love in my
community
I need more meaningful love in my
personal life
59%
54%
33%
22%
65%
60%
40%
26%
35%
40%
49%
43%
28%
33%
44%
44%
5%
5%
16%
26%
3%
3%
12%
19%
1%
1%
2%
9%
3%
3%
4%
11%
Strongly agree Somewhat agree Somewhat disagree Strongly disagreeThe world is increasingly more
fearful and violent
I have spiritual needs and I don't
know where to turn
90%
22%
% Agree

40
Detroit
92% 85% 86% 86% 84% 81% 84%
75% 72% 74%
37%
24% 20% 18%
30% 25% 30% 25% 20% 20% 20% 13% 17% 17%
1% 2% 1% 1%
community
life
world
America
community
personal life
54%
50%
35%
20%
61%
56%
36%
26%
38%
39%
47%
40%
33%
39%
52%
42%
7%
9%
16%
34%
4%
3%
9%
24%
1%
2%
2%
6%
2%
2%
2%
8%
fearful and violent
know where to turn
92%
24%
% Agree

41
New York City
89% 88% 86% 84% 81% 79% 82% 84%
67% 68%
49%
34% 32% 25%31% 29% 33% 27% 21% 17%
23%
9% 14% 16%
5% 2% 1% 2%
community
life
world
America
community
personal life
48%
40%
31%
24%
56%
50%
38%
32%
42%
48%
49%
38%
39%
43%
50%
36%
8%
10%
15%
26%
4%
4%
10%
20%
2%
2%
5%
12%
1%
2%
2%
11%
fearful and violent
know where to turn
88%
31%
% Agree

42
San Francisco
92% 88% 91% 91% 89% 83% 85% 88%
58%
67%
40%
24% 23% 17%
30% 25%
38%
30% 26%
20% 24%
14% 12% 17%
2% 1% 1% 1%
community
life
world
America
community
personal life
46%
44%
27%
18%
56%
49%
34%
25%
47%
47%
51%
42%
38%
45%
56%
44%
5%
7%
19%
31%
4%
5%
8%
24%
2%
2%
3%
9%
1%
1%
2%
7%
fearful and violent
know where to turn
85%
24%
% Agree

43
Seattle
92% 88% 90% 89% 86% 84% 83% 84%
62% 65%
33%
20% 21% 13%
31%
19%
30% 24% 18% 15% 19% 14% 12% 13%
0% 1% 1% 0%
community
life
world
America
community
personal life
50%
45%
33%
17%
54%
51%
37%
23%
43%
44%
47%
41%
37%
41%
47%
41%
4%
7%
16%
31%
6%
5%
12%
26%
3%
3%
4%
11%
3%
3%
4%
10%
The world is increasingly more
fearful and violent
know where to turn to help me
with them
88%
23%
% Agree

44
Washington, D.C.
91% 87% 88% 86% 80% 82% 81% 88%
68% 71%
35% 29% 27% 19%
28% 21%
36%
23% 16% 17%
23%
13% 13% 15%
1% 2% 1% 1%
community
life
world
America
community
personal life
50%
46%
29%
18%
51%
47%
30%
22%
40%
43%
49%
39%
41%
42%
50%
41%
8%
10%
20%
34%
5%
7%
16%
27%
2%
1%
2%
9%
3%
4%
4%
10%
fearful and violent
know where to turn
84%
26%
% Agree

46
Demographics
Gen Pop
Business
Influencers
Community
Influencers
Age
18-24 14% 4% 10%
25-29 10% 9% 7%
30-34 10% 13% 8%
35-44 22% 22% 18%
45-54 22% 24% 21%
55-64 16% 19% 27%
65+ 6% 8% 11%
Gender
Male 45% 59% 41%
Female 55% 41% 59%
Region
Northeast 24% 31% 26%
South 29% 24% 25%
Midwest 23% 17% 20%
West 23% 29% 30%
Metropolitan
Areas
Dallas 4% 11% 10%
Detroit 3% 9% 11%
NYC 16% 23% 18%
San Francisco 5% 15% 16%
Seattle 2% 10% 12%
DC 4% 12% 13%
None of these cities 65% 20% 20%
Gen Pop
Business
Influencers
Community
Influencers
Education
High School or less 21% 9% 8%
Some College 35% 22% 31%
College graduate 29% 38% 35%
Professional/Graduate
School
14% 31% 26%
Type of
School
Public School 82% 76% 77%
Parochial/Religious School 10% 12% 14%
Private School 5% 9% 6%
Employment
Status
Employed Full-Time 40% 75% 46%
Employed Part-Time 14% 14% 14%
Part-Time Student 1% 0% <1%
Full-Time Student 7% 3% 7%
Retired/Semi-Retired 10% 4% 15%
Unemployed, looking for
work
13% 2% 9%
Unemployed, not looking
for work
2% 1% <1%
Homemaker/Unpaid
caregiver
8% 0% 5%
Disabled 5% 1% 3%

47
Demographics
Gen Pop
Business
Influencers
Community
Influencers
Ethnicity
Caucasian 76% 78% 79%
African-American 8% 6% 8%
Asian 5% 8% 6%
Hispanic 9% 5% 5%
American Indian <1% 1% 1%
Middle-Eastern <1% <1% <1%
Other 2% 1% 2%
Income
Level
>$20,000 15% 5% 8%
$20,000-$34,999 19% 8% 12%
$35,000-$49,999 17% 11% 15%
$50,000-$74,999 21% 20% 22%
$75,000-$99,999 14% 18% 18%
$100,000-$149,999 8% 19% 15%
$150,000+ 4% 17% 10%
Voting
Preference
McCain 29% 29% 34%
Obama 43% 56% 53%
Other 4% 6% 5%
Did not vote 23% 9% 8%
Gen Pop
Business
Influencers
Community
Influencers
Occupation
Business 9% 27% 12%
Education 8% 10% 12%
Health 4% 7% 7%
Government 5% 6% 6%
Engineering 3% 6% 4%
Labor 3% 2% 3%
NGO/Non-profit 2% 5% 4%
Communications 2% 5% 2%
Law 1% 2% 2%
Arts 1% 3% 1%
Design 1% 3% 2%
Sports 1% 2% 1%
Natural Sciences <1% 1% 1%
Religion 1% 1% 1%
Social Sciences <1% 1% 1%
Humanities <1% 1% 1%
None of these 28% 28% 19%
Not currently
professionally employed
34% 0% 28%

48
Demographics
Gen Pop
Business
Influencers
Community
Influencers
Professional
Titles
C-Suite 5% 31% 6%
President 3% 20% 5%
Executive Vice President 1% 7% 2%
Senior Vice President 1% 4% 1%
Vice President 1% 7% 2%
Director 4% 31% 8%
Manager 16% 0% 20%
Other Professional Staff
Member
32% 0% 37%
Not currently
professionally employed
13% 0% 5%
None 23% 0% 14%
Marital
Status
Married 47% 56% 52%
In a relationship, but not
married
13% 8% 10%
Single 25% 22% 21%
Widowed 3% 3% 4%
Divorced 11% 9% 11%
Prefer not to answer <1% 1% <1%
Gen Pop
Business
Influencers
Community
Influencers
Children in
HH
Yes 34% 39% 31%
No 66% 61% 69%
Religion
Protestant / Christian 36% 26% 34%
Catholic 22% 26% 24%
Born-again 11% 8% 12%
Jewish 4% 9% 7%
Evangelical 2% 5% 4%
Buddhist 1% 2% 2%
Believe in God, but not
organized religion
1% 4% 2%
Hindu 1% 3% 1%
Muslim 1% 2% 1%
None/Atheist/Agnostic 9% 9% 10%
Other 20% 20% 21%
Don’t Know/Refused 7% 6% 5%

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