Religiously Unaffiliated 'Nones' Now Largest Religious Cohort in U.S.
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A record 29% of Americans now identify as religiously unaffiliated, making them the largest single religious cohort in the country. This growing demographic, which includes atheists, agnostics, and the 'spiritual but not religious', is reshaping political campaigning as strategists adapt their outreach. The shift reflects a broader decline in traditional civic institutions that once facilitated political organizing.
Facts First
- A record 29% of Americans are religiously unaffiliated, surpassing evangelical Protestants (23%) and Catholics (19%).
- Roughly 4 in 10 adults ages 18–29 are unaffiliated, according to the Public Religion Research Institute (PRRI).
- Campaigns spent about $1.40 per nonreligious voter in 2024, compared to roughly 45 cents per religiously affiliated voter.
- Atheists and agnostics are about 30% more likely to vote than the average religious voter.
- In secular regions like Seattle and Portland, 'nones' rival or exceed Christians as a share of the population.
What Happened
According to the Pew Research Center, a record 29% of Americans now identify as religiously unaffiliated, making this group the largest single religious cohort in the country, surpassing evangelical Protestants (23%) and Catholics (19%). The nonpartisan Public Religion Research Institute (PRRI) reports that roughly 4 in 10 adults ages 18–29 are unaffiliated. The 'nones' group includes atheists, agnostics, and 'spiritual but not religious' voters.
Why this Matters to You
This demographic shift is changing how political campaigns operate, which could affect the political messages you receive and the issues that gain prominence. In Colorado, for example, the large unaffiliated population has led campaigns to use issue-based appeals on topics like abortion rights, climate, and housing instead of faith-based messaging. Democratic consultant Sisto Abeyta noted that nonreligious voters must be actively sought, which may lead to more targeted and potentially more expensive outreach efforts directed at you.
What's Next
The rise of the 'nones' reflects a decline in traditional civic institutions like churches and labor unions, which previously made political organizing easier and less expensive. This trend may continue to push campaigns toward more expensive, issue-based digital and grassroots outreach strategies. As this group grows, its influence on election outcomes and policy priorities is likely to increase, particularly in secular regions where 'nones' already rival or exceed Christians as a share of the population.