An Original Analysis of the June 2025 Resonate Voter Trends Report
Resonate’s June 2025 Voter Trends report suggests a significant shift in American thought. Voters are not merely altering their political opinions but are fundamentally redefining their perspectives on politics, identity, and economic self-preservation. What the data reveals is not simply a nation divided, but one undergoing cognitive and emotional reorientation.
Screenshot from Resonate’s June 2025 Voter Trends
It’s not just that Democrats are losing independents or Republicans are capturing cultural ground. It’s that the entire frame through which Americans evaluate their lives, leaders, and futures is in motion. Whether you’re a strategist looking ahead to 2026 or a candidate trying to read the emotional weather, this much is certain: fail to adapt your messaging to the evolving landscape, and your efforts will be swept away.
Recent data from the June 2025 Resonate Voter Trends Report highlights a marked shift in Americans’ financial outlook, signaling deeper implications for voter sentiment ahead of the 2026 elections. One of the most notable findings is a decline in the percentage of Americans who report being debt-free. In March, a record 31.8% of Americans reported having no debt. By June, that figure had dropped to 29.8%, reflecting a 6.3% decline in just three months.
Screenshot from Resonate’s June 2025 Voter Trends
This reversal suggests that rising prices are having an immediate and measurable effect on household financial health.
Simultaneously, there has been a 10% increase in the number of Americans who say they are “managing” their debt. This category refers to individuals who are able to make minimum payments but do not have a concrete plan to eliminate debt altogether. 22% of respondents are voters experiencing economic stagnation, a group that is growing.
Personal financial confidence is also weakening. In March, 52.6% of Americans reported that their financial situation felt “about the same” as six months prior. That number has since dropped to 48.1%, indicating an 8.5% decline in perceived stability. This shift coincides with rising concerns about inflation, employment uncertainty, and broader economic anxiety.
Data from Resonate’s June 2025 Voter Trends
While these figures may initially appear to reflect personal or household-level stress, they carry broader political ramifications. Voter frustration appears to be driven less by ideological divisions or partisan loyalty and more by the tangible impact of economic pressures on daily life. Campaigns that continue to emphasize culture war talking points may find themselves out of step with a voting public that is increasingly focused on financial survival and economic mobility.
In short, the cost of living has become a primary gravitational force shaping voter behavior. Campaigns that fail to engage with this reality may risk losing relevance among a politically critical and economically vulnerable portion of the electorate.
The Resonate Voter Trends Report for June 2025 offers a valuable breakdown of how Americans currently manage debt, providing strategic insights into voter psychology and economic vulnerability. The report segments the public into five distinct groups, each reflecting varying degrees of financial security or instability. More than just descriptors of personal finance, these categories unveil evolving political identities that campaigns will need to consider in 2026 and beyond.
The following table summarizes the key voter debt categories:
|
Debt Category |
Definition |
% of Voters (June 2025) |
Strategic Insight |
|
No Debt |
Has no debt obligations at all |
29.8% |
Generally financially stable; may be less motivated by economic messaging |
|
Optimal |
Has a strategy and is actively reducing debt |
15.9% |
Policy-aware; likely responsive to savings, tax breaks, or financial planning support |
|
Comfortable |
Generally in control, occasional uncertainty |
22.2% |
Steady but cautious; message on protecting gains, homeownership, or retirement security |
|
Managing |
Can pay minimums but has no plan to become debt-free |
22% |
Key swing group; vulnerable but not defeated; responsive to economic populism |
|
Struggling |
Regularly has difficulty meeting debt obligations |
9.3% |
Financially distressed; most likely to support direct relief programs and urgent aid |
Campaigns that aim to engage this segment must rethink how they talk about economic opportunity.Voters need concrete proposals like debt reduction, lower healthcare costs, and financial recovery plans, not abstract promises or macroeconomic discussions. The "Managing Class" stands out as a crucial and highly winnable demographic for the 2026 elections, particularly for candidates ready to engage them on their own terms.
Who do Americans believe is responsible for rising costs and inflation? The answers challenge traditional assumptions. A significant number of Americans are focusing their frustration on the private sector, specifically corporate price gouging, despite ongoing partisan discussions regarding government spending and tax policy.
Based on Resonate data (June 2025), voters primarily blame corporate price gouging for inflation, with declining blame on government spending and strong opposition to tariffs.
This marks a meaningful shift in public perception. Conservative messages often link inflation to federal spending or entitlement programs, using terms like "Bidenomics" or "welfare bloat." However, Resonate data suggests voters are more concerned with corporate behavior than Washington's policies.
Screenshot from Resonate’s June 2025 Voter Trends
Notably, tariffs are also losing public favor. Only 29.3% of Americans support tariffs on all imports, including those from China, while 41.2% actively oppose them. This suggests that protectionist trade policies, once seen as a populist tool, may no longer resonate in the same way, particularly as their real-world costs hit consumers.
The separation between public perception of Donald Trump's personality and evaluations of his policy outcomes. This division highlights a critical insight: Trump's support stems primarily from an alignment with his stance on issues and his perceived effectiveness, rather than personal favorability.
According to the Resonate report:
These figures suggest that a significant portion of the electorate is willing to separate personal opinion from policy approval. For Democratic strategists and candidates, this disconnect serves as a cautionary note: criticisms centered on Trump’s personality may no longer carry the political weight they once did.
Further underscoring this divide is the number of Americans who remain undecided:
Data from Resonate’s June 2025 Voter Trends
This “uncertain third” represents a critical segment of the electorate heading into the 2026 midterm cycle. These voters are neither firmly aligned nor deeply oppositional. They are often institutionally skeptical, ideologically flexible, and increasingly outcome-oriented in their political decision-making.
As a result, campaigns looking to sway these voters will need to emphasize tangible policy impacts over personal narratives. Messaging focused on results, economic performance, or community-level outcomes may prove more effective than appeals grounded in character judgment or partisan identity.
The June 2025 Resonate report reveals a major shift in how Americans consume political information, highlighting a rapid decentralization of media trust. Over the past three months, TikTok saw a 28.5% increase in trust among voters, surpassing all other platforms. X (formerly Twitter) increased by 16%, and Instagram by 10.3%.
Screenshot from Resonate’s June 2025 Voter Trends
While traditional outlets like The New York Times and MSNBC also saw gains (22% and 19%, respectively), the momentum behind short-form, algorithm-driven platforms is politically more disruptive. This marks a clear departure from the dominance of legacy media in shaping voter perception. Campaigns that continue to rely on conventional press coverage and “earned media” are likely to find their narratives filtered or drowned out by the speed and virality of meme-driven networks.
Resonate’s findings also show that politics is increasingly influencing how Americans shop and engage with brands. Fourteen percent of voters say they are more likely to support brands aligned with Democrats, while 9.5% prefer brands that support Republican causes. More strikingly, 31% of voters report they are less likely to support companies that align with the political right.
Screenshot from Resonate’s June 2025 Voter Trends
Simultaneously, support for brands maintaining political and social neutrality has substantially decreased, falling from 42.8% in late 2024 to 32.6% by May 2025. This tension reveals a contradiction at the heart of voter behavior: while many claim to want apolitical consumption, their actions suggest that political alignment still plays a central role in consumer decision-making.
A significant reordering of public trust in medical information has also emerged. Voters are increasingly consulting non-governmental sources, a trend attributed in part to HHS Secretary Robert F. Kennedy Jr.’s reforms, which include requiring placebo-controlled vaccine trials and dissolving the CDC vaccine advisory committee. Online platforms have seen a 29.5% rise in use for health information, while professional organizations like the Society of Pediatric Nurses have gained 11.6%.
Screenshot from Resonate’s June 2025 Voter Trends
The influence of mainstream media personalities as primary sources of health information for voters has grown significantly, now reaching 34.9%. This represents a 14% increase since late 2024. This decentralization signals the emergence of a new medical trust ecosystem in which traditional government health agencies no longer command the same authority.
While general concern about public health has declined, the Resonate data reveals a growing divergence in sentiment. As of May 2025, 32.5% of voters reported that they are “not that concerned” about COVID-19, and anxiety about being in public spaces dropped 8 percentage points to 33.3%.
Screenshot from Resonate’s June 2025 Voter Trends
A significant minority, about 12% of Americans, showed increased public health concerns, a 9% rise in the same period. This bifurcation suggests a new political opportunity: while the majority of voters are disengaging from pandemic-era fears, an increasingly entrenched minority may become a reliable base for candidates emphasizing public health, safety, or climate-driven healthcare initiatives.
One of the most important insights from the Resonate report is that voters are less motivated by partisan identity and more by issue-specific positions. On immigration, for example, 59.3% of Americans support stronger enforcement of illegal immigration laws, but only 3.9% support travel bans targeting Muslim-majority countries.
Data from Resonate’s June 2025 Voter Trends
The most popular immigration-related reform is increasing the number of immigration judges, supported by 32% of respondents. Approximately 64.3 million American adults, or 27.6% of the population, are against cuts to Medicare or the repeal of the Affordable Care Act.
Still, 19.6% support such cuts, and notably, 37% of this group identify as Democrats. This issue-by-issue approach to policymaking means campaigns can no longer rely solely on ideological framing. Voters are clearly open to pragmatic solutions, regardless of which party offers them. Successful messaging in 2026 will likely focus on specific reforms and outcomes rather than blanket ideological appeals.
2028 presidential contenders show an interesting shift in early favorability data. J.D. Vance is currently polling at 24.6%, slightly ahead of Donald Trump Jr. at 24.5%. Democratic frontrunner Gavin Newsom lags behind, at 16.9%. Trump Jr.’s performance indicates that he may be more than a media figure; his political viability, especially among younger, online-native conservatives, appears to be growing.
Data from Resonate’s June 2025 Voter Trends
Given the overlap between political sentiment and digital influence, this data point should not be overlooked. Campaign Now recommends that narrative tracking and comparative analysis of these three figures begin immediately. Waiting until 2027 may be too late to shape the emerging narrative landscape.
The overarching theme of the June 2025 Resonate report is one of emotional and structural realignment. Americans are undergoing a significant reevaluation, not merely an ideological shift. This includes rethinking how they consume information, define trust, and interact with both governmental and market forces. Economic insecurity is fueling voter frustration, but it is being channeled in new and unexpected directions.
Trust in institutions, from political to medical and journalistic, is in decline. Voters are increasingly forming their own belief systems, influenced by online sources, specialized communities, and non-traditional figures. Political identity is increasingly impacting consumer behavior and cultural preferences, creating both opportunities and challenges for political campaigns.
For campaigns looking ahead to 2026 and beyond, the implications are clear. The electorate is increasingly defined not by rigid ideological blocs but by fluid coalitions organized around sentiment, lifestyle, and issue-specific concerns. Political communication must be faster, more targeted, and more emotionally attuned than ever before.
Read full Resonate report here.