If I recall correctly, this trend started back in the 1990s when Church Growth Movement leaders indicated that denominational affiliation in many cases was seen as a liability rather than an asset.
This proved to be particularly so for the Baptists. Even though Fred Phelps and his Westboro Baptist crew weren't SBC, the fact that they called themselves Baptist became a barrier for SBC pastors and church planters, who received pushback in their communities from people who thought SBC and Westboro were connected.
It's also because about that time people became generally more aware of the specific reason the SBC was formed as a separate denomination in the first place: To allow new Baptists in the slave states to retain their slaves, which was forbidden in the American Baptist Convention.
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