Considering the flight of spiritually oriented youth from traditional churches to different church models, Barna challenged retailers to reconsider their own understanding of the church and seek to connect all facets of the body of Christ.

Retailers also were urged to interact with those Barna has dubbed “revolutionaries” to address new market opportunities and to appeal to this group by not stocking up on what they consider “fluff” products.

“Whether we want to address it or not, it's happening,” observed Barna, who said the new movement is marked by seven passions, including compassionate servanthood, intimate worship and taking responsibility for one's own spiritual growth instead of leaving it to the local church.