As the political landscape shifts into high gear for the upcoming elections, candidates across the United States are finding themselves confronting a singular, dominant voter priority: the relentless pressure of everyday expenses. In the weeks leading up to the ballot box, campaigns are increasingly defined by the economic realities households face at the grocery store, the gas pump, and the utility office.

Affordability has firmly planted itself at the center of the 2026 political conversation, echoing a deep public sentiment that current economic conditions are squeezing working families beyond their limits. Recent data underscores this overwhelming voter anxiety. A public opinion poll released this month by the nonpartisan health policy nonprofit KFF reveals that a striking 62% of voters identify the cost of living as the single most important issue they want candidates to address. Among the top financial concerns cited by the electorate are the skyrocketing costs of health care, gasoline, and broader transportation needs.

In response to this wave of public frustration and economic anxiety, candidates from across the political spectrum are utilizing the high cost of living as a primary political frame. By packaging a diverse array of policy proposals under catchy slogans and overarching economic themes, politicians hope to convince voters that they hold the key to easing household financial pressures. To help voters navigate the rhetoric, NerdWallet is examining some of the most prominent slogans and catchphrases appearing in campaign ads and media coverage during this critical pre-election period.

‘Make stuff cost less’

Who says it: Roy Cooper, former governor and Democratic candidate for the U.S. Senate in North Carolina.

Why he thinks stuff costs too much: Former Governor Roy Cooper argues that modern households are being squeezed relentlessly by soaring prices across a broad spectrum of fundamental needs, including groceries, housing, health care, child care, and utility bills. In his campaign messaging, Cooper points to federal tariffs as a major driving force behind inflated goods prices, while also contending that corporations and powerful special interests wield excessive influence over the modern American economy at the expense of ordinary citizens.

What he’s promising to do: Cooper’s campaign platform centers on directly lowering household costs through aggressive market interventions and targeted relief measures. His proposals include blocking anti-competitive corporate mergers and enacting bans on algorithmic pricing mechanisms that critics argue artificially inflate rents and consumer goods. To tackle health care burdens, he advocates for restoring insurance coverage lost to Affordable Care Act and Medicaid cuts, alongside driving down prescription drug costs through federal Medicare negotiation and out-of-pocket spending caps.

On the infrastructure and energy front, Cooper proposes forcing data centers to pay their full, unmitigated power costs rather than passing those expenses onto residential customers, while implementing strict bans on utility shutoffs during periods of extreme weather. To support families, he aims to expand the child care tax credit and grow the domestic child care workforce. Furthermore, his housing platform focuses on building more residential units while barring corporate and foreign entities from purchasing single-family homes, alongside rolling back tariffs that artificially inflate building material costs.

‘Affordability agenda’

Who says it: Deb Haaland, Democratic candidate for governor of New Mexico.

Why she thinks stuff costs too much: Deb Haaland frames her campaign around the daily struggles of New Mexico residents who find themselves unable to keep up with the soaring cost of everyday necessities. She argues that stagnant wages have failed to match the rapid inflation of basic living expenses, leaving working families vulnerable. Haaland places direct blame on major corporations and large companies for artificially driving up consumer costs while simultaneously posting record-breaking profits. Additionally, she points to the policies of the Trump administration, specifically citing tariffs as a primary catalyst for raising the overall cost of living.

What she’s promising to do: Haaland’s proposed remedies focus heavily on regional economic interventions and direct financial relief for New Mexico residents. To lower grocery bills, she advocates for supporting local grocers and agricultural producers while waiving government permit fees for food retailers operating within designated food deserts. To address the state’s housing crunch, she proposes accelerating local development approvals and banning AI-driven rent-fixing software.

Energy affordability is another key pillar, with Haaland pushing to expand renewable energy infrastructure to lower utility bills. On the employment and tax fronts, she aims to put more money directly into the pockets of families by raising the state minimum wage and adjusting it annually to keep pace with inflation, as well as expanding the Child Tax Credit to provide ongoing financial support for parents.

‘Cut taxes, cut utility bills’

Who says it: Bruce Blakeman, Republican candidate for governor of New York.

Why he thinks stuff costs too much: Bruce Blakeman takes a distinct approach to the affordability debate, pointing squarely at government tax structures and state-level energy regulations as the root causes that make New York state prohibitively expensive for residents. Blakeman argues that aggressive taxation combined with stringent green energy policies and repeated utility rate hikes have placed an unfair burden on electricity consumers, driving up monthly bills to unsustainable levels.

What she’s promising to do: While Blakeman’s campaign messaging leans heavily on sweeping promises to lower taxes and slash utility bills “in half,” specific details regarding how he plans to achieve the dramatic reduction in utility rates remain broad and lacking in granular implementation plans. Beyond broad tax and utility relief, his policy platform emphasizes expanding domestic energy production as a primary economic driver. Crucially, this includes lifting New York’s long-standing state ban on hydraulic fracturing, commonly known as fracking, to increase energy supply and theoretically lower costs through increased domestic production.

‘Gas, grits and groceries’

Who says it: Annie Andrews, Democratic candidate for U.S. Senate in South Carolina.

Why she thinks stuff costs too much: Annie Andrews argues that South Carolina families are bearing the brunt of rapidly escalating costs for the most fundamental aspects of daily life, with food, energy, housing, and child care taking the heaviest toll. Andrews contends that a combination of corrupt political actors and powerful corporate entities are systematically driving up everyday expenses. Like several of her Democratic counterparts, she points to tariffs as a direct driver behind higher prices at the grocery store checkout counter.

What she’s promising to do: Andrews has outlined a series of immediate and long-term economic interventions aimed at providing financial relief to South Carolina households. For immediate relief at the pump, she supports suspending federal gas and diesel taxes. To address broader cost-of-living pressures, she vows to lower energy and grocery bills, expand housing access, and empower local communities to push back against the rapid, often disruptive development of energy-intensive data centers. In the realm of child care, Andrews proposes expanding the workforce through a comprehensive federal apprenticeship program backed by federal funding designed to raise wages for child care workers.

‘Unrig the economy’

Who says it: James Talarico, Democratic candidate for U.S. Senate in Texas.

Why he thinks stuff costs too much: James Talarico approaches the affordability crisis through the lens of institutional reform, framing high consumer costs as a symptom of a much broader “corruption crisis.” Talarico argues that billionaires and special interests hold an unacceptable level of political influence, resulting in an economic system that is fundamentally rigged to favor the wealthy at the expense of working-class families.

What he’s promising to do: Talarico’s extensive policy agenda combines traditional economic populism with structural reform. He advocates for raising the minimum wage, expanding overtime pay protections, and enacting legislation to cancel crippling medical debt. His family-focused proposals include passing universal child care, guaranteeing paid family leave, and creating an expanded child tax credit. To fund these initiatives, he proposes repealing tax breaks for the top 1% of earners and redirecting those revenues into a targeted “cost-of-living tax cut.”

To address housing affordability, Talarico supports offering downpayment assistance to first-time homebuyers while cutting regulatory red tape to streamline the construction of new housing developments. His anti-corruption package is paired with specific energy proposals: he pledges to repeal tax breaks for data centers, mandate that these facilities fund their own power infrastructure, and support suspensions of the federal gas tax to offer immediate relief to drivers.

‘Protecting the Texas Promise’

Who says it: Ken Paxton, Republican candidate for U.S. Senate in Texas.

Why he thinks stuff costs too much: Ken Paxton’s critique of the current economic climate points outward toward two primary culprits: corporate price-gouging and excessive government spending. Paxton argues that unchecked federal spending has fueled inflationary pressures, while corporate pricing practices have further exacerbated the financial strain on everyday citizens.

What he’s promising to do: Paxton’s platform relies heavily on tax deductions and financial incentives designed to stimulate economic growth and allow families to retain a larger share of their income. His proposals include creating federal tax deductions for out-of-pocket medical expenses and establishing a substantial $50,000 tax deduction specifically for first-time homebuyers. Furthermore, he proposes doubling the child tax credit, introducing a $5,000 deduction for healthy-lifestyle expenses such as gym memberships, and making government-backed savings vehicles like Trump Accounts for children permanent fixtures. On the energy front, Paxton aligns with measures requiring data centers to fund their own power infrastructure while supporting the exemption of certain off-grid power systems from most federal electricity regulations.

‘Lower costs. Raise stability. Put families first.’

Who says it: Xavier Becerra, former California attorney general and U.S. health and human services secretary, running as the Democratic candidate for governor of California.

Why he thinks stuff costs too much: Xavier Becerra argues that California families are facing a severe cost-of-living crisis characterized by exorbitant housing, health care, gas, and grocery prices. He contends that corporations are actively taking advantage of weak market competition and engaging in price-gouging to maximize profits. Becerra has frequently warned that this compounding affordability crisis directly threatens the long-term viability of the traditional “California Dream.”

What he’s promising to do: Becerra’s gubernatorial platform centers on heavy state intervention to stabilize household budgets. He proposes freezing utility rates and home insurance premiums to stop runaway price increases, while cracking down aggressively on corporate price-gouging. To tackle the state’s severe housing shortage, he pledges to cut permitting delays by declaring a formal housing state of emergency to speed up residential construction, alongside expanding child care support systems. Positioning himself prominently as the “health care governor,” Becerra is also promising sweeping reforms aimed at ensuring comprehensive health insurance coverage for all California residents.

How to learn more about what you’re voting for

As the 2026 election cycle progresses and candidates continue to debate the best paths forward for economic relief, voters seeking deeper insight into the candidates and ballot measures specific to their local districts can utilize several official resources. To find comprehensive information about what is on a specific ballot, voters can start directly with their state or local election office.

Official directories linking citizens to verified state election resources are maintained by both the U.S. Election Assistance Commission and the nonpartisan organization Can I Vote. Additionally, voters can research and compare the specific stances, backgrounds, and policy proposals of competing candidates by utilizing VOTE411, a public service platform provided by the League of Women Voters.