When Profits Surge but Life’s Daily Grind Persists

ROCKY MOUNT, N.C. — As voters prepare for the 2024 presidential election, a five-day series sheds light on their priorities across swing states, including North Carolina. Cities like Rocky Mount exemplify the duality of the American economy, balancing revitalization efforts with economic challenges.

Signage on historic buildings hints at a hopeful urban future, showcasing visions of bustling cafes and vibrant streets. Despite recent developments, residents face tough economic realities. The city, with approximately 54,000 residents, remains deeply divided by class and race, impacting many families’ ability to afford basic necessities.

Tameika Horne, an ice cream shop owner, articulates this struggle. Rising ingredient costs force her to keep prices low, resulting in a downturn in sales. Horne’s experience is not unique; many Rocky Mount residents grapple with soaring rents and increased grocery prices, even as job opportunities grow within the region.

The economy emerges as a primary concern for voters this election cycle. Post-pandemic inflation has altered attitudes, leading to heightened anxieties about financial stability. Across swing states, data shows that over half of tenant families spend more than 30% of their income on housing. In North Carolina, these pressures could significantly influence voter decisions.

Kristie Hilliard, another local business owner, shares her perspective. After leaving a job at Pfizer, she turned her candy-making hobby into a thriving business. Despite her successes, she remains ambivalent about the upcoming presidential election, questioning how either principal candidate might impact her entrepreneurial journey.

Rocky Mount’s socio-economic divide is stark. Edgecombe County, primarily Black and lower-income, contrasts sharply with the more prosperous white majority of Nash County. This demographic split influences voting trends, with Nash County serving as a key battleground in elections.

Mayor Sandy Roberson believes change is on the horizon. Although factoring in economic decline due to corporate job losses, he feels optimistic about local investments. Recent announcements, like the $1.4 billion electric vehicle battery plant, promise job creation and revitalization efforts.

The political landscape is complex, however. Roberson, a Republican, expresses uncertainty regarding both major candidates due to their contrasting policies and past administrations. This sentiment echoes throughout the community, with varying opinions on how to navigate current challenges.

Across Nash County, economic fears span both political parties. Local Republicans emphasize the need for action against high prices and immigration issues, while Democrats acknowledge financial pressures and advocate for solutions. Cassandra Conover, a Democratic Party leader, notes that “nobody is immune” from the economic landscape shifting beneath them.

Affordability crisis reverberates throughout swing states, particularly in housing. The COVID-19 pandemic exacerbated existing issues, making homeownership increasingly unattainable. In Nevada, for instance, rising costs are becoming a pressing concern for young families being outpriced as demand continues to surge.

In North Carolina, statistics reveal that over 25% of households are “cost burdened,” forced to allocate a significant portion of their income towards housing. The expected impacts of various housing policies proposed by both presidential candidates could play a pivotal role in shaping voter preferences.

While no single candidate bears direct responsibility for economic conditions, dissatisfaction with the current state of the economy is palpable. Many voters express frustration over escalating rents and grocery prices, leading to a broader discontent with political leadership and corporate practices.

Despite these challenges, signs of recovery emerge. The historic Rocky Mount Mills has transformed from a closed cotton mill into a bustling space featuring breweries and apartments, igniting a sense of possibility among entrepreneurs. Entrepreneurs like Cameron Schulz, who once envisioned opportunities elsewhere, now find inspiration in the revitalization.

Main Street, once beset by decline, is experiencing a renaissance. Business leaders like Melanie Davis project optimism for the future. She sees an upward trajectory for downtown Rocky Mount, attributing this change to grassroots community efforts and newfound investments.