New ALICE data shows 35% of Brown County households can’t afford basics

BROWN COUNTY – Brown County United Way released the 2026 State of ALICE report, revealing that 35% of Brown County households, or more than 38,000 households, lived below a basic cost of living in 2024.

This rate of financial hardship is in stark contrast to the Federal Poverty Level (FPL) rate of 9%, which excludes ALICE (asset limited, income constrained, employed) households and is an outdated measure of financial need.

Statewide, the report indicates that 11% of Wisconsin households (a total of 269,822) live beneath the FPL, while an additional 24% (603,981 households) were beneath the ALICE Threshold — earning above the poverty level but still unable to cover basic needs.

The report also highlights growing financial challenges among younger adults and older residents. Between 2023 and 2024, the rate of households headed by adults under age 25 living below the ALICE Threshold increased from 48% to 62%, while the share of households headed by adults age 65 and older living below the ALICE Threshold increased from 45% to 49%.

“Behind these numbers are families making impossible choices every day — between groceries and utilities, childcare and rent,” said Charlene Mouille, United Way of Wisconsin CEO. “Local United Ways across Wisconsin use ALICE data to help guide their programs and investment strategies so that communities are equipped to respond to the conditions preventing families from maintaining household stability.”

In Brown County, 10,197 households, or 9%, lived below the FPL in 2024. An additional 28,242 households, or 26%, earned above the poverty line but still could not afford basic necessities. Together, these households make up the 35% of Brown County households living below the ALICE Threshold. These households are located throughout the county — 43% of Green Bay’s households fall below the ALICE Threshold, as do 42% of households in Ashwaubenon, 38% in Pulaski, 30% in Howard, 29% in De Pere, 29% in Allouez, 29% in Bellevue, 27% in Hobart and 20% in Suamico.

“ALICE data represents more than just numbers. It reflects our neighbors, coworkers, friends and family members who work hard every day and still struggle to make ends meet,” said Robyn Davis, president and CEO of Brown County United Way. “While more than one-third of Brown County households are living below the ALICE Threshold, we are especially concerned by the growing financial challenges facing younger adults and older residents. The data helps us better understand these realities and strengthens our ability to work with community partners to create solutions that improve financial stability and opportunity.”

The State of ALICE in Wisconsin also reveals that in 2024:

Wisconsin ranked 7th in financial hardship among all 50 states plus the District of Columbia (with 1st place representing the lowest rate of hardship).

ALICE households were found in every major industry statewide, with the highest levels of hardship experienced by those working in accommodation and food services.

The ALICE Report establishes a Household Survival Budget reflecting more realistic expenses for the lowest-cost options for housing, childcare, food, transportation, health care, technology, taxes and other basic expenses specific to each county.

The Household Survival Budget reflects the minimum cost to live and work in the current economy and includes housing, child care, food, transportation, health care, technology and taxes. It does not include savings for emergencies or future goals like college or retirement.
Minimum wage workers in Wisconsin have seen no hourly pay increase since 2009. Yet for one full-time adult worker with one school-age child, that wage still was not enough to support the ALICE Household Survival Budget, the minimum cost of basics, in any county across the state of Wisconsin.

In 2024, household costs in every county in Wisconsin were well above the Federal Poverty Level of $15,060 for a single adult and $31,200 for a family of four.

The Household Survival Budget for Brown County shows that a single adult would need to earn a minimum of $30,024 annually, while a family of four would need to bring in at least $73,080.

Brown County United Way uses ALICE data to guide investments, partnerships and advocacy efforts focused on financial security, healthy communities, youth opportunity and community resiliency. By bringing together nonprofit organizations, businesses, government partners and community members, Brown County United Way works to address the barriers that prevent families from achieving financial stability.

“We invite individuals, businesses and policymakers to be part of the solution,” Davis said. “Whether through volunteering, investing in our community, advocating for change or supporting local programs, we all have a role to play in creating a Brown County where every person has the opportunity to thrive.”