Getting People to the Polls: What Motivates Voters in 2025?

The views expressed are those of the author and do not necessarily reflect the views of ASPA as an organization.

By The VCU Wilder School’s Office of Research and Outreach
November 14, 2025

On November 4, Virginia elected Abigail Spanberger as its first ever female governor. Numerous policy issues were highlighted in the media and campaign ads in the days and weeks leading up to the election including the federal government shutdown, immigration, SNAP benefits and other social issues. But what issues were of most concern to voters? What campaign materials resonated most with voters and what candidate promises brought them to the polls?

In an effort to find answers, multiple iterations of the Wilder School Commonwealth Poll in 2024 and 2025 have asked participants “what is the most important issue impacting how you vote?” The results have been interesting, with some issues remaining a top priority and other new issues rising to the top.

Methodology

We highlight findings from two polls in this article. First, the September 2024 Commonwealth Poll was conducted from August 26 to September 6, 2024 and surveyed 813 adults aged 18 and older living in Virginia. Data was collected via telephone (landline and cell phone) and had a margin of error of +/- 5.03 percent.

Second, the September 2025 Commonwealth Poll was conducted from August 18 to August 28, 2025 and surveyed 804 adults aged 18 and older living in Virginia. Like the 2024 poll, data was collected via landline and cell phone. The 2025 poll had a margin of error of + / – 4.10 percent.

What brings Virginians to the polls?

When we asked this question in September 2024, 38 percent of participants said that the rising cost of living was the most important reason why they voted. This was followed by reproductive rights at 21 percent, immigration at 10 percent, crime / gun control at nine percent and education at six percent. Of the options provided, the tax burden at three percent ranked as the lowest priority for participants.

When we asked the same question one year later in September 2025, we found some similarities and some differences in responses. As was the case in 2024, the rising cost of living was the top issue, with 28 percent of participants identifying that as the main reason why they voted. While reproductive rights remained the second most important issue, the number of people in 2025 (13 percent) who identified it as a top issue was lower than in 2024 (21 percent). Immigration became a more important issue in 2025 at 12 percent, education also at 12 percent, crime at 11 percent and the tax burden at seven percent.

Politicians in Virginia recognized the importance of the economy in the 2025 election as well. Virginia’s current governor Glenn Youngkin noted the federal government shutdown and economic concerns as a big driver of voter turnout in Virginia, a state that is home to many federal workers. As he stated:

“I firmly believe that the government shutdown was a very, very big challenge as we ran into this election… We have 330,000 government workers here that weren’t getting paid. That is a real challenge heading into an election.”

A nationwide perspective

Nationwide polls have had similar findings. In 2024, ahead of the presidential election, a Gallup Poll identified the economy as the number one issue (out of 22 choices) for voters. This was followed by Democracy, terrorism and national security, Supreme Court justice nominations, immigration and education. This same poll also found that the economy was the only issue of the 22 presented that over 50 percent of participants ranked as “extremely important” when deciding for whom to vote.

More recently, an AP Voter Poll of over 17,000 participants in Virginia, New Jersey, California and New York City (all locations with recent elections) also highlighted economic concerns as a primary motivation for voters, with high prices and relatively fewer job opportunities being noted as specific economic concerns. This poll also found that, under the general umbrella of economic concerns, those in different locations were experiencing economic problems in different ways. While Virginians were primarily concerned with the federal government shutdown (as Governor Youngkin noted), those in New Jersey had concerns about property taxes and those in New York City were worried about housing costs.

Looking ahead to future elections

The data is clear: voters across the country are worried about the economy and this worry is a major motivator in getting to the polls and in deciding for whom to vote. Whether it’s concern over the government shutdown, taxes, housing, grocery prices or something else, the common thread has been and continues to be the economy. If economic concerns are not alleviated, candidates in future elections will need to show voters that they hear their concerns, that they understand how the economy is impacting their day-to-day lives and that they can work to create solutions that will make the economy better for all.

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Author: Ranked among the nation’s top schools of public affairs, the Wilder School at VCU advances excellence in governance and evidence-based public policy. Its programs and nationally recognized Centers and Institutes provide applied research and services that strengthen communities across Virginia and beyond.

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