The use of such toned-down language is not restricted to our conversations with non-Christians. Even when talking with each other we can resort to the use of euphemisms that dilute the concentration of biblical truths. I've always considered the phrase "unchurched" to describe the unconverted to be an example of such. The familiar term can easily give the false impression that a person's most fundamental problem is that he or she has not been properly socialized in church life. Likewise, it can give those who have never repented and trusted in Christ yet who regularly participate in church activities (i.e., the "churched"), a false security.
David Wells in his latest volume, The Courage to Be Protestant, critiques the premises and methods of the church growth and seeker-sensitive movements, noting how the words we use are products of the paradigm that is functionally authoritative:
We need look no further than the way those involved in this experiment speak of the unconverted. In virtually all church-marketing literature, non-Christians are no longer unconverted, or unsaved, or those not-yet-reconicled-to-the-Father, or those who have not come to faith, or those who are outside of Christ. No, they are simply the unchurched. Those who were once the unconverted have become the unchurched. This spares us the embarrassment of uttering theological truth. And that is the tip-off that something is amiss here. What is amiss is that the Christianity being peddled is not about theological truth (p. 45).