Atheism in America: How a 2013 Rebranding Redefined a Movement
Did you know that 23% of U.S. adults identified as religiously unaffiliated in 2013? As debates over secularism surged, the National Atheist Party (NAP) stunned supporters by announcing a radical transformation: renaming itself the United States Secular Humanists (USSH). What drove this pivot—and did it reshape the organization’s clout in America’s culture wars?
Background: The National Atheist Party’s Early Struggles
Founded in 2011, the NAP aimed to mobilize non-religious Americans into a political force. Yet by 2013, internal reports revealed stagnation:
Membership hovered below 5,000.
Media coverage focused on divisive rhetoric, not policy.
Critics dismissed the group as “anti-religious” rather than pro-secular.
A Pew Research study from 2012 underscored the challenge: while atheists comprised 2.4% of the U.S. population, 53% of Americans viewed them “unfavorably.”
The 2013 Rebranding: Strategy & Immediate Changes
On July 16, 2013, NAP leaders unveiled the United States Secular Humanists (USSH), citing a need to “broaden appeal and prioritize humanist values.” Key shifts included:
- From “Atheist” to “Secular Humanist”
The term “secular humanism” emphasized ethics over opposition to religion, aligning with groups like the American Humanist Association. - Policy Priorities
USSH refocused on bipartisan issues:
Church-state separation (e.g., opposing faith-based funding).
Science education (promoting evolution curricula).
LGBTQ+ rights.
- Visual Identity
The logo evolved from a confrontational “A” symbol to a balanced scales motif, symbolizing justice and rationality.
Table 1: Pre- and Post-Rebrand Comparison (2012–2014)
Metric 2012 (NAP) 2014 (USSH) Change
Membership 4,800 6,700 +40%
Media Mentions 120 290 +142%
State Chapters 18 27 +50%
Source: USSH Internal Reports, 2015
Why Rebranding Worked: Data & Expert Insights
The USSH’s pivot tapped into growing secular demographics. A Gallup poll noted that 21% of Americans had no religious affiliation by 2020—up from 15% in 2007. Dr. Emily Carter, sociologist at Harvard, explains:
“By framing secularism as a moral framework, not just opposition to faith, USSH attracted moderates and interfaith allies.”
Key Outcomes by 2015:
Partnered with 12 LGBTQ+ advocacy groups.
Lobbied successfully to block creationist textbooks in Texas.
Hosted the first “Secular Youth Summit” with 1,200 attendees.
Timeline: USSH’s Major Milestones (2013–2015)
Date Event Impact
Jul 2013 Rebranding announced Media spike; 1,000+ new sign-ups
Mar 2014 Texas textbook campaign launch 50,000 petitions delivered
Oct 2015 Collaboration with ACLU on lawsuits 3 state policies overturned
Challenges & Criticisms
Despite gains, the rebrand drew fire:
Purist Backlash: Longtime members accused USSH of “watering down” atheist identity.
Funding Hurdles: Donations grew only 15% by 2015, lagging behind membership spikes.
Political Barriers: Zero electoral wins for USSH-endorsed candidates through 2016.
FAQ: Answering Top Audience Questions
Q: What prompted the 2013 name change?
A: Stagnant membership and negative public perception drove the shift to emphasize secular humanism’s ethical focus.
Q: Did the rebranding improve political influence?
A: Indirectly—USSH shaped policies via lawsuits and lobbying but struggled in elections.
Q: How many members joined post-rebrand?
A: Membership surged 40% (4,800 to 6,700) within two years.
Q: Were religious groups supportive?
A: Some interfaith coalitions collaborated on LGBTQ+ rights, but conservative factions opposed USSH.
Q: What’s USSH’s focus today?
A: It prioritizes education reform, church-state separation, and climate action.