TWH – New research from the Pew Research Center, released on May 6, 2025, reveals a notable rise in beliefs and practices often associated with Pagan and animistic traditions, including belief not only in spirits of and survival beyond death but also in genii loci, animal spirits, and spiritual energy. The research findings are based on a sweeping survey of spiritual attitudes in 36 countries with diverse religious landscapes.
The study polled 50,000 adults worldwide between January and May 2024, combining phone and in-person interviews. While it did not specifically seek to identify individuals as Pagan or as practitioners of Witchcraft, it focused on beliefs and rituals commonly found within modern Paganisms, such as ancestor veneration, spiritual energy use and manipulation, and aspects of Gaianism.
The study found that 64% of adults globally believe in life after death. Indonesia had the highest rate of belief at 85%, followed by Turkey (84%) and Kenya (80%). In contrast, only 38% of Swedes agreed, representing the lowest level recorded. In the United States, 70% of respondents said they believe in an afterlife.
Respondents were also asked about spiritual practices such as carrying protective items, consulting fortune tellers, and lighting candles or incense for religious or spiritual reasons. Beliefs in spirits, genii loci (spirit of place), animal spirits, and spiritual energy were among the themes explored, marking a significant expansion beyond traditional religious identifiers.
Jonathan Evans, a senior researcher at Pew, emphasized that the goal was to better understand how people engage with spirituality in their daily lives. “We wanted to see, in people’s lived experiences, what do they believe? What do they practice?” he said. “Sometimes, people hold beliefs or engage in practices that may not be considered orthodox within their religious tradition.”
For the first time, Pew’s global survey included questions relating to Buddhism, Asian folk religions, and New Age spirituality, offering a broader view of religious expression than prior regionally focused studies. This expanded scope helped uncover spiritual patterns that transcend religious labels or institutional affiliations.
Notably, the U.S. landed near the middle among surveyed countries on animistic beliefs: 57% of American adults believe animals can have spirits, while 48% say the same about natural features like mountains, rivers, or trees. Despite a high percentage of Americans identifying as Christian, these responses suggest a widespread resonance with nature-based spirituality.
Petals on a walk. Photo Credit: MJTM
The study also challenged the assumption that younger generations are becoming less spiritual. In many countries, young adults are just as likely—or even more likely—than older respondents to hold spiritual beliefs. Nigeria was a rare exception: there, belief in reincarnation was more common among older adults (63%) than younger ones (47%).
Economic development appeared to influence belief patterns. While respondents in wealthier nations were generally less likely to believe in spells, curses, or magic, the difference narrowed when it came to beliefs in ancestor spirits causing harm, suggesting deeply rooted cultural connections to ancestral reverence.
Pew also tailored some survey questions to local contexts. In Tunisia, for example, several were omitted to ensure the safety of participants and researchers. Yet even in countries with high levels of religious disaffiliation, spiritual beliefs were common. In Japan, where more than half of adults are religiously unaffiliated, 53% said animals can have spirits, and 56% believed natural elements can hold spiritual energy.
In most countries surveyed, a majority of respondents said there is “definitely or probably” life after death. This included 85% of adults in Muslim-majority Indonesia and 80% in Christian-majority Kenya. In Latin America, about two-thirds of respondents in each of the six countries surveyed expressed belief in an afterlife.
The study also highlighted connections between education and spiritual rituals. In Greece, 57% of less-educated adults reported lighting candles for spiritual reasons, compared to 36% among those with more education. A similar gap was seen in Nigeria, where 50% of less-educated adults lit candles or incense for spiritual purposes, compared to 30% of their more-educated counterparts.
In five countries—India (91%), Thailand (73%), Sri Lanka (70%), the Philippines (65%), and South Africa (63%)—a majority of respondents reported lighting candles or incense for spiritual or religious reasons. In the U.S., only 20% said they did.
The findings underscore a crucial point: even as formal religious affiliation declines in some regions, spiritual belief and practice—especially those aligning with nature-based or folk traditions—remain deeply woven into human experience around the world.
The survey did not seek to identify individuals who identify as Pagan, practice religious Witchcraft, or any form of spirituality that might be described within the broad umbrella of Modern Paganisms. While the survey does not track self-identified Pagan populations, it provides insight into the growing presence of beliefs long associated with Pagan worldviews. These include the honoring of ancestors, recognition of spiritual forces in nature, and the practice of ritual acts to engage with unseen energies. As Pew researchers noted, “People who say religion is very important in their lives often are more likely than others to fast during holy times, to pray daily, and to believe that spells, curses, or other magic can influence people’s lives.”
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