A record 29% of Americans now identify as religiously unaffiliated, making them the largest single religious cohort—surpassing Catholics (19%) and evangelical Protestants (23%)—per Pew Research Center. This shift presents a growing challenge for political campaigns, as the so-called 'nones' are geographically and socially dispersed, requiring more expensive digital ads, canvassing, and persuasion efforts instead of cheaper church-based networks.
Why this matters: Without traditional religious gathering points, campaigns face significantly higher costs to reach and mobilize this electorate. The trend is especially pronounced among younger voters: roughly 4 in 10 adults ages 18–29 are unaffiliated, according to the nonpartisan Public Religion Research Institute (PRRI). About one-third of Democrats and independents identify as nonreligious versus roughly 13% of Republicans, per PRRI.
In some of the country's most secular regions—including Seattle, Portland, and parts of New England—'nones' now rival or exceed Christians as a share of the population. Colorado's large unaffiliated population has also pushed campaigns toward more digital-centric strategies. The geographic dispersion means no single approach works universally.
The financial implications are stark: reaching 'nones' costs campaigns more per voter due to reliance on targeted digital advertising and direct outreach. These higher per-voter costs could reshape campaign budgeting in competitive districts, especially where religiously unaffiliated voters are concentrated.
However, some strategists argue that while initial costs are higher, the efficiency of digital targeting can offset expenses over time. The shift may also force campaigns to develop more sophisticated engagement tools that benefit all voter outreach efforts.