Economic Pain Tests Trump’s Rural Support — KFF‑AP Poll Finds Half Say Economy Is Worse

A new KFF‑AP survey of 2,241 rural registered voters conducted Aug. 12–24, 2026, finds that roughly half say the economy is worse now than when President Donald Trump returned to office — even as about 48% still approve of his overall job performance. The results highlight deep, widespread pocketbook concerns in rural America and point to potential turnout and political risks for the GOP heading into the fall elections.

Major Findings

• Economic outlook: About half of rural voters say the economy is worse now than when Trump returned to office, and only about four in 10 approve of his handling of the economy.
• Approval: Overall job approval for Trump among rural respondents stands at roughly 48%, higher than his approval among all U.S. adults in other polls but down from prior rural measures.
• Top concerns: Rising costs for groceries, gasoline and health care top the list of financial pressures for rural households.
• Local conditions: Three‑quarters of rural voters rate the cost of living in their communities as "only fair" or "poor," a marked increase from similar 2017 findings.
• Health policy perceptions: Just 17% say recent Trump administration health policies positively affected their health care costs; 41% say there was no impact and another 41% say the impact was negative.
• Awareness gap: More than eight in 10 rural voters said they had heard "a little" or "nothing at all" about the $50 billion Rural Health Transformation Program created by recent legislation; about 60% reported hearing nothing.
• Partisan split: Roughly six in 10 rural Republicans say Trump improved the national economy, but only about 45% of rural Republicans say their local economy is better — signaling a gap between national perceptions and local experience.

Voices From Rural Communities

“I hear the politicians talk about making groceries more affordable and making healthcare more affordable but yet none of them are addressing the issues,”

said Ed Westrick, a 59‑year‑old Republican and veteran in rural Texas, who described Trump’s performance as "mediocre, middle‑of‑the‑road" and said he might skip voting in the midterms.

Ed Westrick, a Republican in rural Texas, rates President Donald Trump's job performance as "mediocre, middle-of-the-road." About half of rural voters believe the economy is worse off now than when Trump returned to office, according to a new AP-KFF survey. (LM Otero/AP)

Independent voter Brittainy Sosebee of St. Johns, Michigan, said rising food costs have forced her to scrutinize every purchase as she shops for her three children: "We hunt… but it's still crippling." Kathleen Hanning, a retired federal worker in Maine, noted that consolidating rural hospitals and the closure of local services mean longer drives for basic care despite federal health funding.

What This Means Politically

The poll suggests many rural voters remain loyal to Republican candidates but are increasingly frustrated by everyday costs — a combination that creates risks for GOP turnout and openings for Democrats in tight races. Political scientists note that low enthusiasm among working‑class Republican voters or a failure by Democrats to seize the moment could shape outcomes in key Senate contests in states with large rural populations.

About the Poll

The KFF‑AP Rural Voters Survey was conducted online and by telephone Aug. 12–24, 2026, among 2,241 registered voters living in rural areas (census tracts within RUCA codes 5–10). Respondents were reached via the probability‑based SSRS Opinion Panel and a registration‑based sample from the L2 voter file. The overall margin of sampling error is ±3 percentage points, including design effects from weighting; error margins are larger for subgroups. KFF researchers collaborated with The Associated Press on survey design, questionnaire development and analysis.

This report is a collaboration between KFF Health News and The Associated Press.