Key takeaways:
- Affordability is a high-priority issue for American voters as the 2026 primaries and general election approach. Its importance cannot be understated: It’s top of mind all on its own, as consumers deal with rising grocery, utility, and living costs.
- Data from the Winter 2026 Resonate Voter Trends Report shows that currently, healthcare cost or debt is the leading cause of concern for over 44% of Americans.
- It’s also an undercurrent of other issues, like healthcare, which became even more expensive when ACA subsidies lapsed in December.
Republican, Democrat, and Independent candidates have all addressed the issue of affordability, attempting to win over voters and give themselves an advantage in what could be hotly contested elections. Messaging has ranged from sweeping promises, including President Trump’s proposals to put a cap on credit card interest rates and ban large institutional investors from buying single-family homes, to attacks on the other party.
Success at the polls in both the primaries and then the general election in November will hinge not just on candidates’ responses to voter affordability concerns, but on how well they understand their audience and how well they reach the right groups with personalized messaging.
40% of New York Registered Voters Worried About Economy
The Empire State routinely has the dubious honor of being one of the most expensive states to live in. Part of NYC Mayor Zohran Mamdani’s successful mayoral campaign last year focused on lowering costs for the residents of the state’s (and the country’s) largest city. This year, as Bruce Blakeman and Kathy Hochul battle for the governor’s seat, affordability is a big part of both of their messaging. What do New York’s registered voters think about this issue?
40% of New York’s 10.8M registered voters are worried about an economic slowdown or recession in the next six months. Another significant 37% cite healthcare costs or debt as a looming cause for immediate concern. And 21% are concerned about a stock market crash affecting their finances.
So far, a lot of candidate messaging on affordability has involved pointing fingers at the other party. Resonate data has insights into who New York’s voters trust when it comes to jobs and the economy:
- 50% trust the Democratic Party
- 26% trust Donald Trump and the Republican Party
- 23% trust neither party or are undecided
A potential reason for the lower level of trust in the Republican Party on the economy: 51% of New York voters worry that the nation is headed for a recession or depression due to the tariffs the federal government implemented.
In fact, here’s where these voters stand on tariffs:
- 8% think they’re very good for the economy
- 15% think they’re somewhat good for the economy
- 9% think they’re neither good nor bad for the economy
- 14% think they’re somewhat bad for the economy
- 41% think they’re very bad for the economy
Resonate data on which categories New Yorkers will increase spending on in the next six months gives some insight into what specifically they’re finding it hard to afford:
- 39% will spend more on groceries
- 25% will increase spending on utilities and energy bills
- 15% will spend more on their insurance premiums
- 17% will spend more on travel and vacations
- 13% will spend more on home upkeep and repairs
Influential Sources of Information for Elections:
New York State’s registered voters are attuned to the following for election-related information:
- Podcasts
- Broadcast news/programming
- Print/online newspapers
What the Data on New York State Voters Means for Political Campaigners
Campaigners should focus on credible, household-level economic reassurance rather than generic “affordability” attacks, especially during the primaries. Resonate data shows voters are looking for both practical stability and near-term relief.
The 23% of voters who aren’t sure who to trust represent a real battleground: They’re likely to tune out finger-pointing and respond better to specific plans tied to the costs they deal with every day. Tariffs, as well, represent a sharp persuasion wedge in this environment: A slight majority links them to a recession risk, and sentiment on them is net-negative. Frame “kitchen-table economics” around price pressure and stability, and do it with trust-building proof points (local jobs, energy bills, healthcare affordability) rather than partisan blame to convert the persuadables.
39% of Illinois Registered Voters Worried About Economy
Now, let’s head to Illinois, where voters will be deciding on their new governor, US congressional representatives, state constitutional officers, and Illinois Senate and House representatives this year. What do the 6.6M registered Illinois voters think about affordability?
39% of these voters are worried about an economic slowdown or recession in the next six months. 41% are concerned about taxes increasing and affecting their ability to afford their daily lives. And 34% say healthcare cost or debt is a top-of-mind worry.
Who do these voters trust when it comes to jobs and the economy? Resonate data reveals that:
- 40% trust the Democrats
- 34% trust Donald Trump and the Republican Party
- 26% trust neither party or are undecided
In comparison to the data for New York voters, the trust breakdown for Illinois residents is surprising, especially considering 53% of the latter are worried the federal government’s tariffs will result in the economy entering a recession or depression.
Here’s what Illinois registered voters think about the tariffs:
- 9% think they’re very good for the economy
- 14% think they’re somewhat good for the economy
- 9% think they’re neither good nor bad
- 16% think they’re somewhat bad for the economy
- 40% think they’re very bad for the economy
Here’s what these voters plan to increase their spending on in the next six months:
- 32% will spend more on utilities and energy bills
- 32% will increase spending on groceries
- 21% will spend more on restaurants
- 14% will increase spending on insurance premiums
- 12% will spend more on medical and healthcare expenses
Influential Sources of Information for Elections:
Illinois registered voters pay attention to the following sources of information for elections:
- Campaign events/rallies
- Broadcast news/programming
- Political party affiliation
What the Data on Illinois Registered Voters Means for Political Campaigners
Affordability in Illinois is a two-front fight focused on recession anxiety and tax fear, with a heavy emphasis on everyday bills. Voters are split on who they trust on the economy (40% Democrats vs. 34% Trump/GOP), and the real opportunity sits with the 26% who trust neither/are undecided, a persuadable bloc likely tired of partisan blame and looking for tangible relief. The concerns are pointed: 41% worry about taxes rising, 39% about a near-term slowdown, and 34% about healthcare cost/debt, so messaging that pairs cost-of-living commitments with tax clarity will land better than generic “affordability” talk. Tariffs are also an underused wedge: even though 53% fear tariffs could push the economy toward recession/depression, voters still aren’t consolidating around a single party, suggesting campaigns should connect trade policy directly to price pressure and local economic stability. Finally, planned spend increases show where pain is most immediate, so the strongest persuasion play is a kitchen-table agenda anchored in energy and food costs, backed by credible tax and healthcare specifics.
Winning over voters starts with having the right data. Resonate offers a whole-human understanding of the US adult voter population that goes beyond the limited, fragmented view offered traditional data providers and the voter file. Want to learn more about how to motivate these groups of voters on this issue, or have a custom audience request? Reach out to a Resonate campaign specialist to get started today.
