Campaigns pay the price for America's secular shift
Summary
The number of Americans without religious affiliation, called "nones," is growing rapidly and now forms the largest religious group in the U.S. Political campaigns find it more expensive and difficult to reach and motivate these voters because they lack church communities that help spread messages. This change makes campaigning more costly and complex.Key Facts
- About 29% of Americans identify as religiously unaffiliated, more than Catholics (19%) or evangelical Protestants (23%).
- Among young adults aged 18-29 (Gen Z), roughly 40% are religiously unaffiliated.
- Religious "nones" include spiritual but not religious people, atheists, and agnostics.
- Nonreligious voters live in diverse places and do not have church networks to help mobilize them.
- Campaigns spent about $1.40 per nonreligious voter but only about 45 cents per religious voter in 2024.
- Nonreligious voters tend to respond well when candidates openly acknowledge them.
- The decline of traditional institutions like churches and unions means campaigns rely more on paid ads and outreach.
- In some secular areas, "nones" match or outnumber Christians, shifting campaigns to focus on issues like abortion, climate, and housing instead of religious messages.
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