What About the Nones?

It is based on the Pew Research that shows the fastest growing religion in America today is None Of The Above, not even atheist or agnostic or humanist, but rather None Of The Above. What are these folks looking for? How do we meet their needs? Would they be interested in UUism if they understood our diverse approach to religious life or does the idea of being in a worship setting of any kind just flatly turn them off? Is social justice the hook and are we on thin ice if we see our social justice motivated by a desire to appeal to people who feel strongly about social justice?