Agree, it looks like possibly an Echinacea having an issue.

I live in upstate New York, just north of Albany. It was variegated as soon as I noticed it this spring when it was only 2 inches tall. I thought it was a disease myself and rubbed the leaves, but nothing came off like it might have if it had been a powder fungus.

Pictures of purple cone-flower leaves:

https://www.bing.com/images/search?q=echinacea+purpurea+leaves&qpvt=echinacea+purpurea+leaves&FORM=IARRSM

Have to wait to see if it blooms.

I was thinking more virus or deficiency than fungus. Those wouldn't rub off.

Wow. Really unhealthy. Any weed killer or other chemical applications nearby?

I don't think that's variegation in the strict sense. Looks like a very mildewy salvia.

No pesticides or weed killer used in that area.

Can try researching these: https://extension.psu.edu/echinacea-diseases

This is a second year Echinacea purpurea. It was started from seed from a supposed wild colony in NE Ga. I had close to 30 plants come up and all have found a good niche in the landscape. A month or so ago, this particular plant had ( I thought) the symptoms of powdery mildew. I kept an eye on it and over a couple weeks it appeared as if the plant was suffering from a deficiency of some sort. Did nothing but a few shots of water. The plant now looks healthy and variegated. None of the other Echinacea purpurea had any problems. It almost appears as if the markings are "scars" from whatever issue.

Earlier in the year, it was in a similar shape to your plants. I have many many coneflowers and I always lose a few to either mildew or sunburn. Yours may still be able to recover on their own. If they survive, chances are they will be a reliable perennial.

We had a cool, wet spring. Then a very warm spell at the end of May. Soil is really dry now. Since the beginning of June, just splash & dash showers, not enough to really soak in.

Looks like very pronounced chemical imbalances or toxins in the soil.

I don't know what would be toxic. I've lived on this property since 1975 and have never added anything to the dirt other than chicken poop about 35 years ago and even that was about 10 feet from where these are growing. Bought a soil test kit around that time, but now I forgot what the results were. They are growing under a black walnut tree, if that makes any difference.

If you are in the US the nearest branch office of the USDA Cooperative Extension Service can probably tell you what the yellowing is. Takes samples with you.

Thanks for the tip.

"They are growing under a black walnut tree, if that makes any difference."

Yes, it does. Many plants are sensitive to the toxin juglone produced by Black Walnuts. Symptoms of juglone poisoning include foliar yellowing and wilting, both of which are clearly visible in your photo.

You learn something every day. Thank you.

It would be interesting to hear if Old Forester ( Zones 8a-6a ) Ga/NC was growing his under those same conditions. I have White Walnut and while there are major issues with it, nothing like this.

No walnuts in the vicinity.