There are numerous reasons, from the tendency of established religions to view any "new" religion as a cult, popular reaction to some aspects of Mormon faith, history and practice. It is ironic that followers of major faiths today seem to forget that their faiths were originally regarded as counter-cultural or cults. Mainstream Mormonism also suffers from the fallout from the tendency of some to equate the Church of Latter-day Saints with breakaway groups that practice polygamy and exploit women, in particular very young women or children.

In recent years, Mormons have become more conscious and effective in their public relations, emphasizing their links/roots to the biblical traditions, addressing questions about Mormonism and polygamy, race, etc. However, the acceptance of Mormonism is still affected today by the fact that in many areas Mormons are not visible in many American communities or experienced primarily through Mormon missionaries. The media's coverage is often minimal or devoted primarily to headline stories about religious doctrinal disputes or conflicts between dissident groups and the legal system.

Media coverage of Mitt Romney and greater awareness of prominent Mormons in government, the corporate world and elsewhere may bring a more attention to the Mormon faith and Mormons today.

This process would also be enhanced by more public positive statements by religious leaders, whose own traditions, as previously noted, were once seen and in many cases dismissed or persecuted as cults.