July 6, 2026

A Third of New Hampshire Is Struggling in a State That Calls Itself Prosperous. That’s the Problem. Here’s How We Actually Fix It.

A third of New Hampshire households can't afford the basics — that's the problem. It stays unsolved because the people fighting it are outnumbered. Here's the ally the fight has been missing, and how both sides finally close the gap together.

Why can’t a third of New Hampshire afford the basics?

Start with the part that matters most, because everything else on this site is in service of it: right now, in New Hampshire, roughly a third of households cannot afford the basics. Not luxuries — housing, childcare, food, transportation, health care. These are working families, employed and playing by every rule, in a state that ranks near the top of the country for median income. That gap between the ranking and the reality is where the suffering lives.

That's the problem. It is not a metaphor, it is not a statistic to win an argument with, and it is not — whatever the rankings imply — somebody else's state. It is happening here, to people who are doing everything they were told to do.

35%

of New Hampshire households live below the ALICE threshold — Asset Limited, Income Constrained, Employed. The largest share are ALICE: working, above the poverty line, and still unable to cover the cost of living here. (United For ALICE, NH, 2024.)

Why hasn’t New Hampshire’s ALICE problem been fixed?

Not for lack of people who care. New Hampshire has dedicated advocates, nonprofits, and caseworkers who have been naming this problem for years. The honest answer is harder: the people fighting the ALICE wall are outnumbered and out-resourced, and the problem keeps getting filed under "social issue" — a category that competes for a small pool of charitable and state dollars and, year after year, loses the budget fight to everything else.

As long as it stays filed that way, it stays unsolved. The math of who's in the room and who controls the money doesn't change. Something has to change the math.

How does the ALICE wall hurt local businesses?

Here is what almost no one connects. New Hampshire's economy is overwhelmingly small business — the 99%, the storefronts and service companies and trades that employ this state. And those businesses are quietly losing to the exact same wall, from the other side.

Because when a third of households have no money left after the basics, a third of every local business's customers effectively can't spend. That's not a poverty statistic to a business owner — it's missing revenue, a slow season that never fully ends, an employee who turns down a raise for reasons the owner can't see. The wall that traps the family also bleeds the business two doors down. Here's exactly how that works.

Sit those two facts together and the opportunity is obvious. The families losing to the wall and the businesses losing to the wall are the same fight — and one of those two groups is the largest, most organized, most listened-to constituency in the state. Business isn't the point. Business is the ally that finally makes this winnable.

To be clear about the order of things: the suffering is the reason. The businesses matter here because their weight is how the wall comes down, not because a family's hardship counts only when it dents a sales figure. We are not asking anyone to care about struggling families because it's good for commerce. We're saying the fight to help those families has a powerful, self-interested ally it has never fully recruited — and it's time to recruit it.

Why does solving it take business and advocates together?

The advocates can't win alone

They've carried this for years and been outvoted. Without a large economic constituency naming these as priorities, the fixes stay filed under "social spending" and lose every budget cycle.

Business can't fix it alone

No storefront can out-market a third of its neighbors having no money to spend. Buying and hiring local helps at the margin — but the wall itself is built from rules only policy can change.

That's the whole thesis in one line: this is a circle, not a ladder. Stable households supply the workers. Workers earn wages. Wages return to local businesses as revenue. Revenue funds jobs. Jobs stabilize households. Break the loop anywhere and it breaks everywhere — and the ALICE wall breaks it on the family side and the business side at once. Which is also why the two sides, pushing together, are the only thing that closes it.

What is 603 Circle doing about the ALICE wall?

603 Circle exists to make that coalition real: to document the wall with primary-sourced evidence, to build the local infrastructure that keeps families and businesses in the circle, and to carry the argument to the business leaders who haven't yet seen it as theirs. The problem is the suffering. The strategy is the alliance. The pages below break down each piece.

Go Deeper

The problem is the suffering. The strategy is all of us.

603 Circle is recruiting the ally this fight has been missing — the businesses, chambers, and civic leaders whose weight can finally move it.

Partner with 603 Circle Tell your story

Source: 35% below the ALICE threshold — United For ALICE, New Hampshire (2024 data release). Household counts — U.S. Census Bureau, ACS 2024. Full citation audit at 603circle.com/data.

About the Author

Mark B. Marquis, founder of 603 Circle, Windham, New Hampshire

Mark B. Marquis

Founder, 603 Circle · Windham, New Hampshire

  • 12-Year U.S. Veteran
  • 25 Years Digital Strategy
  • 250+ Franchise Locations

Mark has spent roughly 25 years helping businesses get found by their own neighbors — from national e-commerce brands and a 250-location franchise network to Main Street storefronts across Southern New Hampshire.

He founded 603 Circle to make one argument out loud: strong communities and strong commerce are the same system, and New Hampshire has been budgeting for them as if they were separate. Alongside the research he runs the commercial brands that fund it — SNHLocal (actually free), ReviewsNH, and Mark B. Marquis & Co.

Mark B. Marquis, founder of 603 Circle

Lived Both Sides Of The New Hampshire ALICE wall.

Mark arrived in New Hampshire at the top of the income data and later navigated the same state’s systems from the other end of it. Almost no one who designs, funds, or promotes those systems has stood at both ends.

That vantage — not sympathy — is why every figure on this site is primary-sourced and auditable. The argument has to survive scrutiny from people who have never had to make it.