Campaigns Adjust Strategies to Reach Growing Secular Voter Base

America's fastest-growing religious group is the "nones," or religiously unaffiliated individuals. According to Pew Research Center, 29% of Americans now identify as religiously unaffiliated, surpassing Catholics at 19% and evangelical Protestants at 23%. This demographic is particularly significant among younger voters, with approximately 40% of Gen Z adults aged 18-29 identifying as nonreligious. Campaigns face challenges in mobilizing this group due to their geographic and social dispersion, leading to higher costs associated with digital advertising and canvassing. In 2024, campaigns spent about $1.40 per nonreligious voter compared to roughly 45 cents per religiously affiliated voter. Democratic consultant Sisto Abeyta noted that reaching nonreligious voters requires more effort, as they lack established networks like churches. However, Steven Emmert, executive director of the Secular Coalition for America, stated that secular voters can be highly engaged when acknowledged by candidates. The rise of the "nones" reflects a broader decline in traditional civic institutions, making political organizing more challenging and costly.