Writing About This Generation

"[Members of the Millennial (under 30) Generation are not] into going to church, even though they believe in God, because they don't identify with big institutions; one-third of adults under 30, the highest percentage ever, are religiously unaffiliated. They want new experiences, which are more important to them than material goods. They are cool and reserved and not all that passionate. They are informed, but inactive..."

This is from the current Time cover article. A huge challenge for those committed to any institution, not just the church; is it also an opportunity?