Key Industries
Health Care
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Health care costs in Wisconsin continue to climb, putting pressure on families, employers, and providers. The state now has the 4th highest health care costs in the nation. Premiums for employer health plans and out-of-pocket expenses for patients have risen faster than general inflation in recent years. In a 2023 employer survey, 92% of Wisconsin businesses expressed support for reducing the state’s high income tax to relieve cost burdens and also called for making health care more affordable. One major driver is the price of hospital care and medical services – Wisconsin’s hospital prices and insurance premiums rank among the highest, which translates into higher insurance rates and medical bills for consumers. The Wisconsin Employer Survey noted that controlling health-care-related expenses (for example, through greater price transparency and a workers’ compensation fee schedule) was a top priority for businesses. Rising prescription drug costs are another factor squeezing household budgets. As a result of these trends, some Wisconsinites delay care or struggle with medical debt. Addressing health care affordability has become a policy focus: recent efforts include exploring Medicaid expansion (which could inject federal funds and reduce uncompensated care) and transparency laws so patients can compare prices. Without intervention, rising health costs will continue to erode disposable income and strain public resources in Wisconsin.
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Wisconsin faces significant shortages of health care providers, especially in rural and underserved areas. As of 2024, 37 of Wisconsin’s 72 counties are federally designated primary care Health Professional Shortage Areas (HPSAs). Similarly, 40 counties have mental health provider shortages and 34 have dental care shortages – meaning residents in over half the state lack adequate access to basic health services. More than 1.08 million Wisconsinites live in areas with too few primary care doctors. Rural communities are hardest hit: nearly 28% of the state’s population is rural, but only about 11% of Wisconsin physicians practice in those areas. This disparity leads to long travel times for appointments and overburdened clinics serving rural patients. The workforce gap extends to nursing and other professions as well. Wisconsin is projected to be short roughly 20,000 nurses by 2040 if current trends continue, as an aging caregiver workforce retires. Provider gaps can have life-threatening implications, from delays in emergency care to difficulty managing chronic diseases. To close these gaps, the state is pursuing strategies like loan repayment incentives for practitioners in shortage areas, expanding training programs (especially for rural students), and leveraging telehealth technology. These efforts aim to attract and retain more doctors, nurses, dentists, and mental health professionals where they are needed most in Wisconsin.
Other Key Industries
Agriculture
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Wisconsin agriculture is undergoing rapid consolidation, raising concerns about the loss of family farms. Between 2017 and 2022, the state saw roughly 1 in 10 farms disappear, and nearly 1 in 3 dairy farms shut down in just that five-year span. Total farmland in Wisconsin dropped by about 4% (over 533,000 acres) during that period, even as the average farm size grew – a clear sign that fewer, larger operations are replacing smaller ones. Indeed, while Wisconsin has lost over 9,000 dairy herds since 2017, the number of milk cows fell by under 2%, implying that remaining dairies have scaled up dramatically to maintain milk production. This consolidation is driven by economic pressures: slim profit margins and economies of scale favor big farms, and mid-sized farms are “hollowing out”. However, the trend carries risks for rural communities. Fewer farm families can mean fewer customers for local businesses, declining school enrollments, and less civic participation. Farm advocates warn that without intervention, the “America’s Dairyland” identity could erode as independent farms give way to corporate operations. Policymakers are exploring ways to help small and mid-scale farms stay viable – from strengthening local markets and cooperatives to providing transition assistance – to counter the adverse effects of consolidation on Wisconsin’s farm economy and heritage.
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Wisconsin is a leader in organic farming (ranked second nationally in number of organic farms), but growth in this sector is constrained by several barriers. One major challenge is limited infrastructure: organic producers often struggle to find processing facilities for their products. For example, there are very few certified organic meat processors in the state, creating a “major bottleneck” for organic beef and pork farmers who can’t get animals processed and to market. Additionally, organic feed and input costs are high – recent spikes in grain prices have made organic livestock feed especially expensive. Access to land is another barrier. The price of farmland in Wisconsin has been rising (the average acre of farm real estate was over $6,300 in 2024) and young or beginning farmers often can’t afford to buy or rent land for organic production. Many new organic farmers do not come from farm families, so they lack inherited land or capital, putting them at a disadvantage in a hot land market. These factors have contributed to declines in certain organic sectors – notably, the number of organic dairy farms in Wisconsin fell by 22% from 2019 to 2022, mirroring consolidation trends in conventional dairy. Overcoming these barriers might involve investing in more organic processing infrastructure (such as small regional slaughterhouses and creameries), offering land access programs or grants for organic transition, and providing technical support to help organic farms improve efficiency. By addressing the cost and infrastructure gaps, Wisconsin can continue to grow its organic industry beyond its current plateau.
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Wisconsin’s farm population is aging, raising concerns about succession and the future of farming. The average age of Wisconsin farmers is now about 56 years, and a growing share are nearing retirement. This demographic shift is stark: nationally, there are far more farmers over 65 than under 35, and Wisconsin reflects that pattern. As older farmers seek to retire, the question is who will replace them. The high costs of land (the average acre of farm real estate was over $6,300 in 2024 representing a 41% increase from 2020) and equipment make it difficult for young or beginning farmers to step in. Many farm children are choosing other careers, and young people without a family farm background face steep barriers to entry. This has contributed to an agricultural “brain drain” from rural areas – talented youth leaving for urban jobs instead of staying to modernize local farms. The aging farmer trend also means valuable expertise could be lost; decades of practical knowledge risk disappearing if there’s no next generation to learn it. Wisconsin is responding with programs like farm succession planning services, beginning farmer training, and incentives like tax credits for selling farmland to new farmers. Mentorship initiatives pair veteran farmers with young proteges to transfer skills. These efforts aim to lower the hurdle for younger farmers and ensure that as today’s farmers retire, Wisconsin’s agricultural legacy and productivity carry on. The next generation, armed with both traditional know-how and new innovations, is crucial for keeping Wisconsin’s farms vibrant.
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The cost of operating a farm in Wisconsin has climbed significantly, squeezing farm incomes and increasing financial risk. Farmers have faced a perfect storm of expense increases: fuel and diesel prices jumped (especially in 2022), fertilizer prices hit record highs, feed and seed costs rose, and interest rates on farm loans went up. In fact, 2022 saw a drastic increase in fertilizer prices – so much so that some major fertilizer companies reported profits over 10 times higher than the year before. Many Wisconsin farmers responded by cutting back on fertilizer or other inputs, but that can hurt yields. According to USDA data, Wisconsin farm production expenditures totaled $14.6 billion in 2023, up from the prior year and nearly $250,000 per farm on average. Feed remains the largest expense (about $2.95 billion in 2023), and costs for things like farm services, labor, and machinery have stayed high. While commodity prices (corn, soy, milk, etc.) have also been strong recently, they haven’t always kept pace with input cost inflation – one farmer noted it’s “difficult to pencil out” the next year when you can’t even lock in spring fertilizer prices. High operating costs are especially challenging for smaller farms with less cushion and pricing power. It can lead to more debt, deferred maintenance, or even decisions to exit farming. The cost squeeze underscores the need for efficiency and innovation (such as precision agriculture to use inputs more sparingly) and for policies that can mitigate extreme input price volatility. Without relief, the high cost of farming will continue to threaten profitability and the number of farms remaining in Wisconsin.
Business Growth
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Wisconsin has seen a long-term slide in new business formation. Over the past two decades, the number of new startups launched each year in the state has gradually declined. Only about 0.22% of Wisconsin’s population starts a new business in a given year, compared to 0.34% nationally. As of 2023, Wisconsin was home to roughly 450,000 small businesses employing nearly 1 million people, but these entrepreneurs face an uphill battle in sustaining growth. The state’s startup survival advantage has narrowed to about a 43% ten-year survival rate (second-best in the nation), and experts note Wisconsin now lags in the number of new businesses and jobs created by startups. This decline in small-business strength raises concerns for the broader economy, as fewer new companies can mean fewer future employers and less innovation. Reversing the trend will require addressing root causes – from cultural risk-aversion to funding gaps – and capitalizing on Wisconsin’s high talent and research base to spur more entrepreneurial ventures.
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Starting a business in Wisconsin can be challenging due to regulatory and cost hurdles. The state is the 13th most regulated in the country with over 165,000 regulatory restrictions – more than five times the red tape of the least-regulated state. High taxes add another barrier: Wisconsin’s corporate income tax is a flat 7.9%, among the highest in the region. These factors contribute to higher startup costs – one analysis ranked Wisconsin among the six most expensive states to start a business. Licensing requirements and permitting can also slow entrepreneurs. In a 2023 survey, 51% of Wisconsin manufacturing executives doubted that new tech like AI would impact them, hinting at a cautious business culture. Furthermore, small firms often face heavier regulatory and tax burdens relative to large companies, and need to navigate complex rules with fewer resources. Taken together, these barriers to entry can discourage would-be entrepreneurs or push them to launch elsewhere. Easing the path – through streamlined regulations, targeted tax incentives, and support services – will be key to fostering a more dynamic startup environment in Wisconsin.
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Despite various programs, gaps persist in how Wisconsin supports new and small businesses. Many entrepreneurs are not accessing available resources; in 2023, observers noted that some aspiring business owners “don’t know where to start” even though information and help exist. Certain groups face particular challenges – the state ranks 50th in minority business ownership rate, with people of color making up 19% of the population but owning only about 10.9% of businesses. This underrepresentation of minority and rural entrepreneurs points to support gaps in outreach, funding, and mentorship. For example, Wisconsin was No. 48 for minority entrepreneurship in one 2023 ranking, reflecting lower access to capital and networks for those founders. Similarly, rural entrepreneurs may struggle to find local incubators or broadband access for e-commerce. While Wisconsin has a network of Small Business Development Centers and mentorship programs, not all founders connect with these in time. Strengthening these support systems – by expanding culturally aware training, improving awareness of resources, and filling geographic service holes – would help ensure that more entrepreneurs across Wisconsin can thrive.
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Wisconsin businesses are grappling with rising costs on multiple fronts. Historic inflation has pushed up prices for energy, materials, and other inputs – in late 2022, consumer prices in the Midwest were 7.1% higher than a year before, a 40-year high. At the same time, a persistent worker shortage is driving wages higher, adding to employers’ expenses. In a 2023 survey, Wisconsin employers reported struggling with “higher costs thanks to historic inflation and a workforce shortage”, and they urged policies to reduce taxes and rein in health care and regulatory costs. Fuel, shipping, and raw material costs remain elevated compared to pre-pandemic levels, squeezing small business margins. Many businesses have raised prices – in mid-2025, about 24% of small firms had recently increased their average selling prices – but they risk losing customers if costs are passed on too much. The result is thinner profits and difficult choices like delaying expansion or cutting staff. Addressing these increasing costs may involve a combination of tax relief, productivity improvements, and supply chain fixes to keep Wisconsin’s businesses competitive as economic conditions stabilize.
Tourism
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Wisconsin is facing a rental squeeze as housing and commercial space costs climb. From January 2023 to January 2024, statewide rents rose over 8%, placing Wisconsin among the top ten states for rent increases. The median monthly rent reached about $1,552 in early 2024, straining household and business budgets alike. Many small businesses that lease storefronts or offices are seeing higher rent renewals, especially in high-demand urban areas. This surge is fueled by high demand and a housing shortage – one report finds Wisconsin needs at nearly 230,000 new housing units by 2030 to meet current demand. With vacancy rates low, landlords have leverage to raise rents, and tenants often have few alternatives. The squeeze is evident in rising eviction filings (up 18% in early 2024 vs. pre-pandemic levels) as renters struggle to keep up. For businesses, expensive commercial rents cut into margins, and for workers, high housing costs can price them out of communities, exacerbating labor shortages for local employers. Alleviating the rental squeeze will require accelerating housing construction and possibly exploring rent support or stabilization measures, so that both families and businesses can afford to stay and grow in Wisconsin.
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Wisconsin’s tourism industry has been breaking economic records, yet the state’s brand identity as a travel destination remains an area for improvement. In 2023, Wisconsin welcomed over 113 million visits and generated a record $25 billion in tourism economic impact. However, officials worry that Wisconsin lacks a signature national image compared to campaigns like Michigan’s famous “Pure Michigan.” The state increased its marketing budget to $33.6 million in 2023 to boost the Wisconsin tourism brand and keep up with neighboring states. Tourism Secretary Anne Sayers noted that if Wisconsin’s marketing remained flat while Minnesota and others expanded theirs, Wisconsin could be “fully surrounded by states that are competing entirely differently” in attracting visitors. Currently, Wisconsin is known for cheese, beer, and the Wisconsin Dells, but less so for the breadth of its offerings – from scenic Northwoods lakes to vibrant city festivals. Industry experts say better branding and infrastructure (like more direct flights and upscale resorts) could help. The goal is to create a cohesive, modern image of Wisconsin that resonates nationally, emphasizing unique experiences (outdoor recreation, family-friendly attractions, food culture) and shedding outdated stereotypes. Strengthening the state’s tourism brand through consistent messaging and improved perception is seen as vital to sustaining growth in visitor numbers.
Tech
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Wisconsin is working to catch up in adopting artificial intelligence (AI) across industries. A late 2023 survey of over 400 Wisconsin manufacturing executives found that only 26% were using or even considering AI tools, while more than half believed AI would have little impact on their business. This suggests significant skepticism and slow uptake of AI technologies in a key sector of the state’s economy. Experts warn that Wisconsin firms may be underestimating AI’s transformative potential – one manufacturing leader said AI could “change everything about manufacturing,” from automating routine tasks to optimizing supply chains. Other sectors face similar hurdles: companies may lack AI-skilled workers or clear strategies for implementation. At the same time, examples of progress exist – some Wisconsin manufacturers are already using AI-driven sensors to predict equipment failures and even using chatbots for marketing content. The state’s tech and business groups are urging companies to “seize the AI advantage” and invest in pilot projects and worker training. With generative AI expected to add trillions to the global economy, improving AI adoption in Wisconsin is crucial. Overcoming this challenge will involve education, showcasing successful use cases, and possibly public-private initiatives to make AI more accessible to Wisconsin’s small and mid-size businesses.
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Wisconsin generates world-class ideas but struggles to translate them into intellectual property and startups. The state consistently trails peers in patent production – averaging about 1.36 utility patents per 10,000 residents, less than half the U.S. average (3.26). Wisconsin’s patent rate is far behind innovation powerhouses like Illinois (12.5 per 10k) and Minnesota (5.4), indicating a relative underdevelopment of commercialized R&D. This gap exists despite the presence of major research institutions. For instance, the University of Wisconsin–Madison ranks 6th nationally in R&D spending, yet it lags in spinning off startups from that research – nearly all comparable universities produce more new companies from their research base. The shortfall in intellectual property output is partly due to Wisconsin’s industry mix (many firms in lower R&D sectors like food processing), but also points to weaker links between academia, entrepreneurs, and investors. Fewer patents and startups mean fewer high-tech jobs and less homegrown innovation staying in-state. To address this, Wisconsin is focusing on tech transfer initiatives, supporting campus entrepreneurs, and expanding venture capital. Bridging the gap between lab and market – by nurturing more patents, licenses, and startup ventures – is seen as key to strengthening Wisconsin’s tech economy and ensuring its research prowess converts into commercial success.
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Modernizing the electric grid is a pressing technology challenge for Wisconsin. The state’s aging grid infrastructure is under strain from extreme weather, rising electricity demand, and the push for renewable energy. In late 2024, Wisconsin joined a historic regional effort when MISO (the Midwest grid operator) approved a $22 billion portfolio of transmission projects across the Upper Midwest. These new high-voltage lines – including several in Wisconsin – will enable an estimated 116 gigawatts of new wind, solar, and energy storage capacity to come online, improving reliability and allowing power to flow more efficiently between states. This is critical as Wisconsin utilities shift away from coal and strive to meet renewable energy goals. Currently, developers of new solar or wind farms often face costly grid upgrade fees to connect projects, a barrier to clean energy expansion. The approved upgrades should alleviate that by adding regional capacity. Upgrading the grid also means hardening it against outages: smarter, more flexible grids can isolate faults and reduce blackout risks. For Wisconsin’s tech future – from electric vehicle adoption to data center growth – a robust grid is essential infrastructure. The challenge lies in executing these long-range grid improvements on time and budget, and ensuring the state’s local distribution networks are similarly equipped to handle emerging technologies and keep the lights on for Wisconsin’s economy.