Key Findings

• Most Americans have no knowledge of the religion. Many Americans have never heard of the religion and only 11 percent of Americans have a personal acquaintance or friend who is Sikh.

• The majority of Americans (60 percent) admit to knowing nothing at all about Sikh Americans and knowledge of Sikhism is substantially lower than for other minority religious groups in the US.

• With unawareness levels so high, many Americans make false assumptions when they see a Sikh.

• While this lack of knowledge is a challenge, it also represents an enormous opportunity. Without much knowledge to form attitudes, most Americans rate their feelings toward Sikh Americans as generally neutral or non-existent.

• Sikhs must tell their American story in familiar and positive terms, highlighting the value of equality.

• For Millennials and other receptive audiences, explaining the significance of the turban is highly welcomed.

• The turban is most commonly associated with Sikh Americans, however it is also what makes many Americans uneasy around Sikhs.