The phrase often represents financial, emotional, or social harm, not physical pain. The company downsizing will hit the workers where it hurts most.
Pro Tip 2/3
Vulnerability Focus
Used to spotlight an action targeting someone's most vulnerable aspect. The price hike in baby formula will hit new parents where it hurts.
Pro Tip 3/3
Not Always Intentional
The action causing harm might not be intended to hurt, but it does anyway. The cancellation of the art program is going to hit the community where it hurts.