Bible Sales Are Soaring—but Christian Identity is More Symbolic than Behavioral:
New SALT Index Reveals the Formation Gap in American Christianity
For Immediate Release (Lincoln, NE) — For decades, Christian ministry success was evaluated using visibility metrics such as attendance, salvation decisions, reach, and content distribution. Back to the Bible has just released a new State of Christianity in America report which is set to become an annual benchmark for spiritual formation in America. Based on its new 2025 SALT Index survey, Back to the Bible has found that Christianity in America is not disappearing—but belief is increasingly symbolic rather than behavioral. While a majority of Americans (61%) still identify as Christian, far fewer practice their faith or exhibit measurable life changes.
Even though Bible sales hit 20-year-highs in the past two years, the SALT Index found that only half of those identifying as Christian read their Bible on a weekly basis. Further, only 14.3% say they mentor or disciple other people toward Christianity. Notably, the same percentage (13.8%) of non-believers say they try to influence others to their personal worldviews.
Back to the Bible’s CEO Arnie Cole says religious influence has been evaluated by the wrong metrics for too long.
“We are not seeing a theological collapse or even a cultural rejection of Christianity,” says Cole. “But our research shows that spending half a century measuring activity rather than transformation has not produced fruitful Christians. We have churches and ministries that have been overestimating their real-world impact, and that has a societal effect that goes beyond the Christian faith. When any belief system lacks formative depth, ethical consistency erodes, and identity becomes symbolic rather than behavioral. The SALT Index is among the first national studies to quantify that gap.”
Even though Bible sales hit 20-year-highs in the past two years, the SALT Index found that only half of those identifying as Christian read their Bible on a weekly basis. Further, only 14.3% say they mentor or disciple other people toward Christianity. Notably, the same percentage (13.8%) of non-believers say they try to influence others to their personal worldviews.
Back to the Bible’s CEO Arnie Cole says religious influence has been evaluated by the wrong metrics for too long.
“We are not seeing a theological collapse or even a cultural rejection of Christianity,” says Cole. “But our research shows that spending half a century measuring activity rather than transformation has not produced fruitful Christians. We have churches and ministries that have been overestimating their real-world impact, and that has a societal effect that goes beyond the Christian faith. When any belief system lacks formative depth, ethical consistency erodes, and identity becomes symbolic rather than behavioral. The SALT Index is among the first national studies to quantify that gap.”
Cole says the Church has succeeded in evangelistic exposure—but failed to measure whether belief produced disciples.
“The findings of this survey is not an indictment—it is an invitation,” says Cole. “The data reveals widespread humility and hunger among Christians, not rebellion. People are not rejecting holiness; they are struggling to live it without the proper formation.”
According to Cole, most research studies for the past few decades have relied on church affiliation and attendance, decisions and conversions, and religious activities such as volunteer hours, church programs, and other external numbers. By contrast, the SALT Index differs from typical surveys by measuring active faith and discipleship, scripture absorption and obedience, life transformation in attitudes and actions, and heart change and values such as humility, integrity, and love.
While Pew Research showed a “slowing” of the decline of Christianity last year, the same predictable identity metrics were used in the research, which Cole says doesn’t tell the whole story.
As one example of how the SALT Index goes into more depth than typical surveys, SALT showed 72% of people believe Jesus died for humanity’s sins, but only 33% trust Christ’s grace alone for salvation.
“Measuring the wrong indicators — crowds, activities, superficial decisions — can paint a false picture of progress,” says Cole. “Jesus prioritized fruit that lasts – lives truly changed and disciples who grow and reproduce. The 2025 SALT Index makes it clear: if lives aren’t visibly changing, we’re not truly succeeding – no matter how high the headcount.”
Cole says the SALT Index has critical implications for how ministries should view their priorities moving forward.
“When formation is not measured, it is not funded,” says Cole. “When it is not funded, it is not built. The metrics we have been relying on for all these years have reported arbitrary successes while truly changed lives and formational beliefs have been eroding underneath. This is not about blame; it is about stewardship. We cannot disciple what we refuse to measure. If we want different outcomes, we must change the scorecard, and the SALT Index sets a new precedent to do just that.”
To view more about the 2025 SALT Index: click this link: https://www.backtothebible.org/scripture-absorption#soc-2025-report
“The findings of this survey is not an indictment—it is an invitation,” says Cole. “The data reveals widespread humility and hunger among Christians, not rebellion. People are not rejecting holiness; they are struggling to live it without the proper formation.”
According to Cole, most research studies for the past few decades have relied on church affiliation and attendance, decisions and conversions, and religious activities such as volunteer hours, church programs, and other external numbers. By contrast, the SALT Index differs from typical surveys by measuring active faith and discipleship, scripture absorption and obedience, life transformation in attitudes and actions, and heart change and values such as humility, integrity, and love.
While Pew Research showed a “slowing” of the decline of Christianity last year, the same predictable identity metrics were used in the research, which Cole says doesn’t tell the whole story.
As one example of how the SALT Index goes into more depth than typical surveys, SALT showed 72% of people believe Jesus died for humanity’s sins, but only 33% trust Christ’s grace alone for salvation.
“Measuring the wrong indicators — crowds, activities, superficial decisions — can paint a false picture of progress,” says Cole. “Jesus prioritized fruit that lasts – lives truly changed and disciples who grow and reproduce. The 2025 SALT Index makes it clear: if lives aren’t visibly changing, we’re not truly succeeding – no matter how high the headcount.”
Cole says the SALT Index has critical implications for how ministries should view their priorities moving forward.
“When formation is not measured, it is not funded,” says Cole. “When it is not funded, it is not built. The metrics we have been relying on for all these years have reported arbitrary successes while truly changed lives and formational beliefs have been eroding underneath. This is not about blame; it is about stewardship. We cannot disciple what we refuse to measure. If we want different outcomes, we must change the scorecard, and the SALT Index sets a new precedent to do just that.”
To view more about the 2025 SALT Index: click this link: https://www.backtothebible.org/scripture-absorption#soc-2025-report
About Back to the Bible:
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Founded in 1939 as a radio ministry, Back to the Bible is now a global leader in digital discipleship. Their efforts have led people to engage with the Bible in over 180 countries. The SALT Index (Scripture Absorption and Life Transformation) is a research-based framework that measures spiritual growth across key dimensions such as Scripture engagement, obedience, Christlike character, and relational impact. Developed from decades of global Bible engagement research, it provides pastors and ministry leaders with a clear, data-informed picture of how their people are growing spiritually. For further information visit www.backtothebible.org.
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Suggested Media Questions:
- Talk about what makes the SALT Index different from surveys by Pew or Lifeway.
- What is the difference in the SALT Index and the State of Christianity report you produced?
- According to your research, there seems to be a formation gap in American Christianity. Talk about that.
- What were some specific findings that stood out to you?
- What should churches and ministries learn from this research as they move forward?
- What other projects is Back to the Bible working on?