HMF Releases New Messaging Guidance on Unaffordability

Washington D.C. – House Majority Forward is releasing new research and messaging guidance on unaffordability and what Americans think is contributing more to making life unaffordable right now. 

According to HMF’s latest polling (Blue Rose Research, survey data for this research includes 11,773 responses from surveys, collected nationally via online web panel May 24-27, 2025.

• Americans point to elites and systemic failures – not individual circumstances – as the primary drivers of unaffordability.
  • Elite disconnect tops the list of drivers of unaffordability. 66% of voters chose “elites in leadership positions in government and business have no idea what life is like for regular people” over other concerns as the primary contributor to making life unaffordable right now. This spans across party lines, with both Harris and Trump voters choosing this option above average relative to other options.
  • And concerns that the economy is rigged for the wealthy was picked over other concerns 63% of the time – and was the third most picked concern for Swing voters.

• Voters continue to be worried about the effects of tariffs, with the effects of tariffs on prices remaining a top economic concern.
  • Tariff costs being passed onto consumers was picked as a major driver of unaffordability 64% of the time over other options – and it was the second most picked option for Swing voters (65%).

• Voters are also unhappy with unfair corporate behavior.
  • Insurance costs and corporate price manipulation are also top-picked drivers of unaffordability. Voters chose rising insurance costs above other concerns 65% of the time, and the concern of companies using inflation as cover to raise prices beyond actual cost increases was picked 64% of the time.
  • Corporate greed concerns transcend party lines. Issues like price gouging (64% overall), corporate profit prioritization (60%), and shrinkflation (59%) were picked above average relative to other concerns for both Harris and Trump voters.

• Concerns that were picked the least tended to focus on specific examples that apply only to certain groups of voters, such as student debt (21%), gentrification (29%), and the cost of childcare (37%).

NOTE: Messages testing above 50% included in this chart

Messaging Guidance

• Similar to our recent guidance on the GOP Budget, these findings suggest the value of an argument focused on how the Republican agenda prioritizes tax cuts for the ultra-rich at the expense of basic services that families rely on, and subsequently making everyday life less affordable for working people.

• Always drive a contrast on who Trump and Republicans are fighting for (ultra-rich, special interests) versus fighting for (working families, seniors,  lower costs, earned benefits).

• Avoid criticizing Republicans on grounds of process (lacks oversight, legal authority) and instead focus on outcomes (who gets hurt vs. who is helped).