Abstract
This article reappraises what has been understood, according to secularisation theory, as the necessarily counter-productive impact of Christian pluralism and voluntarism. The complex interface between institutional religion, voluntarists, and secularisation is explored. A similar pattern of decline among institutional forms of religion in the US and England is identified and examined. This is accompanied by an unexpected trend in late twentieth-century English church attendance that indicates market share moving decisively towards the voluntarists. This shift, paradoxically, will increase secularisation in the short term, whether it is indicative of the voluntarists showing signs of late onset decline or late onset prominence. Under the post 1960s secular canopy, a free market ethos may be emerging in European Protestantism.
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