Campaigns pay the price for America's secular shift

Religiously unaffiliated people are geographically and socially dispersed, making outreach more difficult. A record 29% of Americans identify as religiously unaffiliated, and about 4 in 10 adults ages 18 to 29 in Gen Z are unaffiliated. In some highly secular areas, unaffiliated residents rival or exceed Christians. Colorado’s large unaffiliated population has shifted campaigns toward issue-based appeals such as abortion rights, climate, and housing. Not all unaffiliated voters are the same, including spiritual but not religious, atheists, and agnostics. The broader unaffiliated group votes less, while atheists and agnostics are more likely to turn out. Campaigns spent more per nonreligious voter than per religious voter in 2024, and nonreligious voters must be actively sought with issue lists and links for verification.

"“Nones” are geographically and socially dispersed. Campaigns must rely on costly digital ads, canvassing and persuasion to reach them."

"By the numbers: A record 29% of Americans now identify as religiously unaffiliated - the largest single religious cohort, surpassing Catholics (19%) and evangelical Protestants (23%), per Pew Research Center. Among Gen Z, it's even higher: Roughly 4 in 10 adults ages 18-29 are unaffiliated, according to the nonpartisan Public Religion Research Institute (PRRI)."

"Colorado's large unaffiliated population has also pushed campaigns toward issue-based appeals - like abortion rights, climate and housing - over faith-based messaging. Yes, but: Not all “nones” are alike - they include “spiritual but not religious” voters, atheists and agnostics."

"Campaigns spent about $1.40 per nonreligious voter versus roughly 45 cents per religiously affiliated voter in 2024, Sisto Abeyta, a Democratic consultant with the Nevada-based firm TriStrategies, tells Axios. Candidates can reach through existing mailing lists or megachurch coffee shops, Abeyta said. Nonreligious voters, however, have to be sought."

Read at Axios