A study conducted in 2007 by the Lausanne World Pulse shows that over 90 percent of all Christian evangelism is aimed at people otherwise surrounded by Christians and does not reach UPGs at all.
Is mission about reaching everyone, or is it specific to reaching UPGs, as suggested by Johnson?
Pastors who fund the missionaries reaching UPGs, however, have the ever-growing challenge of inspiring Christians in their own congregations to reach out into their local communities as missionaries.
For missionaries, attention to theories rooted in basic concepts of consumer awareness, market orientation, and, more specifically, niche marketing may provide further opportunity to narrow the Christian community's focus, within the larger domain of mission, specifically to the enormous task of reaching the more than 6,000 UPGs.
Before the awareness of the church can be captured, it is important to understand how UPGs represent value to the American church.
If we do not place this issue of reaching UPGs at the forefront of the Christian community, the challenge of reaching them will remain "out of sight" and "out of mind" as churches, rightfully, continue to focus on evangelization of their own corner of the world.