CivicScience has the world’s largest proprietary database of real-time declared intent, allowing brands to activate high-performing advertising that drives up to 80% better performance. See how CivicScience partners achieve superior marketing outcomes here.
Open enrollment is now another month closer. As prescription medication use climbs, healthcare costs continue to rise alongside it. With some Americans dropping out of the Affordable Care Act (ACA) marketplace altogether this year and premiums increasing by an average of 58%, many consumers are taking a closer look at their coverage and seeking ways to save. Fresh consumer survey data from CivicScience show just how widespread these upcoming coverage shifts could be.
Gen Z, Millennials, and Republicans Drive Potential Health Plan Turnover
Consumer-reported data from July through the end of August show that 16% of U.S. adults are ‘very’ likely to switch health insurance plans or enroll in new coverage within the next year, while an additional 26% are ‘somewhat’ likely. Ongoing tracking shows this intent has intensified since summer 2025, when 13% were ‘very’ likely to switch, and 23% were ‘somewhat’ likely to do so.
Demographically, younger consumers show the strongest inclination to change providers, with 25% of Gen Z adults and 24% of Millennials reporting they are ‘very’ likely to switch soon. This is likely shaped, at least in small part, by Gen Zers aging out of parental policies. Conversely, far fewer Gen Xers (12%) and Boomers (6%) feel ‘very’ likely to change plans.
Political affiliation also highlights a sharp contrast in switching intent. Those who self-identify as Republicans lead the trend, with nearly one-quarter ‘very’ likely to change or obtain new health insurance plans, notably surpassing their Democratic and Independent-leaning counterparts, though Democrats lead in being at least ‘somewhat’ likely to switch.
A closer look reveals how likely switchers currently receive health insurance coverage. The plurality of those considering switching or obtaining new insurance coverage say they currently pay for their own coverage, a rate far higher than Gen Pop overall. They are also notably less likely to be in a government-assisted program.
What Matters Most When Switchers Choose Their Next Health Plan
When the time comes to choose among health insurance plans, the data indicate there isn’t a single dominant factor shaping that decision. While the overall price of a given plan remains the top priority for Gen Pop, potential switchers place slightly greater weight on network coverage (36% vs. 33%) and out-of-pocket spending limits (32% vs. 29%). This suggests that switchers are looking beyond initial price tags to protect themselves against unexpected costs and safeguard access to their preferred doctors.
What to Know About Likely Health Insurance Switchers
Using CivicScience’s database of self-reported consumer data, powered by AI-enabled survey technology, enables a deeper dive into high-value audiences, such as those ‘very’ likely to switch health insurance plans. Here’s a preview of what the data show about these high-intent switchers and how they compare with the average American:
Managing Their Health
- Gym visits: Over a third (35%) exercise at a gym at least once per week, nearly twice the share of Gen Pop (18%).
- Group fitness: Nearly 6 in 10 (58%) are ‘very’ likely to participate in a fitness or wellness group (such as a run club, walking club, recreational sports league, or group workout) in the next six months, whereas only 20% of the Gen Pop says the same.
What They’re Doing
- Holiday shopping: Early preparations are well underway for them, as likely switchers are more than 2X as likely as the average holiday shopper to have already begun buying gifts (38% vs. 18%).
- Sports streaming subscriptions: Data show consumers with strong switch intent are more than 3X as likely as the average American to plan on subscribing to a streaming service specifically to watch sports this fall and winter (among those who watch sports).
Their Outlook
- Economic view: Those ‘very’ likely to switch health insurance are far more likely to hold a neutral outlook of the U.S. economy, with 48% believing it will ‘stay the same’ in the next six months, compared to 22% who say the same among the Gen Pop.
- Career moves: Switchers do expect change when it comes to their careers—a slim 54% majority are ‘very’ likely to search for a new job, far higher than the 22% among Gen Pop.
With open enrollment now just a couple of months away, consumer preferences will continue to shift alongside changing career, financial, and healthcare needs. Tapping into real-time declared intent data offers insurance providers a vital opportunity to refine their messaging and reach active switchers during this critical decision-making window.
