Health benefits have overtaken salary as a top priority for American workers, according to a new national survey that highlights how rising healthcare costs are reshaping job decisions across the US.
The survey carried out by Imagine360 with Pollfish, found that 74% of Americans say health plan benefits are a major factor in choosing or staying with an employer, up from 66% in 2025, marking a significant shift in workforce priorities.
WORKERS WILLING TO TAKE PAY CUTS FOR BETTER HEALTHCARE
In fact, workers are willing to take a pay cut for better healthcare cover, according to the report. The findings show just how far workers are willing to go:
- 40% would accept a 10% pay cut for better healthcare coverage
- That rises to 45% among Millennials and Gen Z, now the majority of the workforce
This growing demand for stronger benefits aligns with broader workplace trends highlighted in a recent study, which found companies are increasingly investing in health support to retain talent.
WORSENING AFFORDABILITY CRISIS
The workplace shift is being driven by a worsening affordability crisis:
- Nearly 90% say healthcare is too expensive
- 44% have skipped or delayed care due to cost, up from 38% in 2025
- 45% of those say their condition worsened
- One in three insured Americans are losing sleep over healthcare costs
- 36% say costs have kept them up at night
These pressures are also contributing to burnout and retention risks. Recent reporting in Fair Play Talks, shows that healthcare strain is directly tied to rising burnout, higher medical costs, and workforce instability.
“Healthcare affordability has reached a crisis point,” said Jeff Bak, CEO of Imagine360. “This isn’t just a financial issue; it’s a public health emergency when people are losing sleep or skipping care over costs.”
He added that both families and employers are “at a breaking point,” warning current trends are unsustainable.
MOUNTING ECONOMIC PRESSURES
The financial burden continues to rise for employers too, noted the study:
- Employer-sponsored family coverage is nearing $27,000 annually.
- Costs are projected to increase at near double-digit rates in 2026.
- Around 60% of Americans rely on employer-provided health insurance.
Employers are already responding. In fact, nine out of 10 employers are addressing diverse wellbeing workforce needs confirms a recent study, which shows that most organisations are expanding benefits strategies to meet growing employee expectations around healthcare access and affordability.
The findings point to a fundamental transformation: health benefits are no longer a perk – they are a primary driver of employment decisions.
Previous workplace research has also shown strong returns on investing in employee wellbeing. For example, one study highlighted that over 70% of HR leaders see measurable business benefits from prioritising health and wellbeing initiatives.
WHAT EMPLOYERS CAN DO TO ATTRACT & RETAIN STAFF
As health benefits become central to job decisions, experts say employers must rethink traditional compensation strategies. Based on the survey findings and broader industry trends, several actions are emerging as critical:
1. Prioritise affordable, transparent health plans
Employees are increasingly focused on out-of-pocket costs, not just premiums. Offering plans with clearer pricing, lower deductibles, or alternative models can significantly improve perceived value.
2. Expand holistic wellbeing support
Healthcare is no longer limited to medical coverage. Mental health services, preventive care, and wellness programs are becoming essential differentiators—especially as cost-related stress and burnout rise.
3. Communicate benefits clearly
Many employees underutilise benefits simply because they don’t understand them. Clear, ongoing communication can improve satisfaction and engagement without increasing costs.
4. Offer flexibility and choice
Customizable benefits packages allow employees to select coverage that fits their individual needs, particularly important for a multigenerational workforce.
5. Treat benefits as a core talent strategy
With 74% of workers now factoring health benefits into job decisions, employers that position healthcare as a central part of their value proposition are more likely to attract and retain top talent.
HEALTHCARE MATTERS
The message from workers is clear. Affordable healthcare now rivals – or exceeds – salary in importance.
With millions skipping care, losing sleep and reconsidering job choices due to rising costs, the healthcare affordability crisis is rapidly becoming a defining issue for the US workforce, and a critical challenge for employers trying to stay competitive.
Click here to download the full report.
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