YouGov
January 14, 2026
Public Perception: Data from surveys (such as YouGov, 2025) suggests that the American public is increasingly aware of these dynamics. A large majority of Americans now believe that social media platforms, political groups, and online spiritual communities frequently employ coercive, cult-like tactics, even if they remain hesitant to label their own personal or political affiliations as such.
An October 2025 YouGov survey asked Americans which groups they think use cult-like tactics, which groups could be defined as cults, and who is susceptible to being recruited into cults. Many Americans think the average person is susceptible to being recruited into a cult, but very few see themselves as susceptible.
Majorities of Americans say that political groups (68%), religious groups (64%), and spiritual groups (62%) very or somewhat often engage in coercive or cult-like behavior. Majorities say the same about each of social media platforms (56%) and online groups (56%); 48% say this about multi-level marketing businesses.
Democrats are more likely than Republicans to say cult-like behavior often occurs with religious groups (72% vs. 53%) and spiritual groups (67% vs. 56%). Democrats are less likely than Republicans to say educational groups often engage in cult-like behavior (21% vs. 37%).
Half of Americans say anyone is vulnerable to being recruited by a cult
About half (53%) of Americans believe that people who join coercive or cult-like groups are mostly victims of manipulation.
About half of Americans believe people who join cult-like groups are victims of manipulation
Nearly two-thirds (62%) of Americans think the average person is very or somewhat susceptible to being recruited by coercive or cult-like groups, including 12% who think the average person is very susceptible.
Far less Americans (17%) say they themselves are susceptible to being recruited by cult-like groups. Adults under 30 are about twice as likely as older Americans to say they believe they are susceptible to being recruited by cult-like groups (29% vs. 14%).
About one-third (35%) of Americans have been approached in person by a group or person that was part of a coercive or cult-like group. Americans who live in the West are more likely than those who live in other regions to have been approached by a group or person in a cult-like group (43% vs. 28%).
Only 14% of Americans have been approached online by a group or person that was part of a coercive or cult-like group.
One-third (32%) of Americans say they know someone who has joined a coercive or cult-like group, including 18% with an acquaintance, 12% with a friend, 12% with a family member (12%), and 3% who have personally joined a cult-like group. 40% of Americans who live in the West know someone who has joined a cult-like group, compared to 29% of those who live in other parts of the country.
Nearly half (45%) of Americans say coercive or cult-like groups are more common today than they were in the past. Americans 65 and older are more likely than younger adults to say cults are more common now (56% vs. 42%).
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