n today’s world, information is everywhere. But with that abundance comes confusion—and growing doubts about who to trust when it comes to health. The 2025 Edelman Trust Barometer Special Report on Trust and Health shows that people are questioning traditional sources of medical guidance and turning instead to less conventional voices. This shift in trust affects everyone in healthcare, from pharmaceutical companies and providers to caregivers and patients.

Why This Matters

Trust in healthcare is changing. According to this report, more than one-third of people globally say they now rely on individuals without formal medical training to make decisions about their health. This trend is especially strong among younger generations (those ages 18-34), who often look for advice from people who share their experiences or who explain things in a more personal, easy-to-understand way.

At the same time, trust in long-standing institutions like health-related businesses and NGOs has dropped significantly, though trust in hospitals remains largely unchanged. More people also worry that medical science is being influenced by politics, with concern rising significantly since 2023. Adding to the complexity, younger people ages 18-34 are increasingly confident in their ability to “do their own research” and come to health decisions without expert guidance. The report finds that 35% of those surveyed (ages 18-55+) believe the average person who has done their own research is just as knowledgeable on most health matters as doctors. Younger respondents (ages 18-34) were two times more likely than older ones to say an average person can know as much as a doctor—with 45% saying that the average person can know as much as a doctor. In contrast, 38% of those ages 35-54 believe that the average person who has done their own research is just as knowledgeable on most health matters as doctors. For those ages 55+, that percentage drops to 23%.

What’s Really Going On

This is not just a communication problem. It is a deeper shift in how people define and recognize expertise. Where trust used to come from degrees and years of experience, many people now value empathy, shared stories, and the ability to explain things clearly.

The report finds that individuals often turn to non-professionals because they feel heard and understood. These sources may offer simpler explanations, show more empathy, or relate more directly to someone’s life and challenges. Today’s health “expert,” in the eyes of many, might just be someone who has been through a similar experience and is willing to share their story.

Why Everyone in Healthcare Should Care

This change impacts us all—especially those in the pharmaceutical and medical industries. We work hard to create treatments and tools that save lives, but if people do not trust us or do not feel we understand them, those tools might go unused or misused.

This is not just a public relations issue. When people make decisions based on poor or misleading information, their health can suffer. This is especially true for young adults, 58% of whom admit they have regretted a health choice made based on bad advice from social media or peers.

But there is also an opportunity here. Healthcare professionals and organizations still hold a wealth of knowledge and insight. If we are willing to listen, adapt, and meet people on their terms, we can rebuild trust and make a bigger difference.

What Healthcare Businesses and Healthcare Professionals Can Do

1. Combine Professional Expertise with Personal Voices
   Add relatable voices to your communications. Alongside medical professionals, bring in patient advocates, community leaders, and people with real-life health experiences who can connect on a personal level.
2. Make Science Easier to Understand
   Facts and data are crucial—but they are more powerful when paired with stories. Train experts to speak in everyday language and use examples that make research feel relevant and human.
3. Reach Young People Where They Are
   Younger generations are active on social media, listening to podcasts, and following independent creators. Join those spaces with honest, engaging, respectful content that informs without lecturing.
4. Partner with Local Communities
   People trust their local doctors and community organizations. Collaborate with these trusted groups to bring health education and support closer to where people live and work.
5. Focus on the Whole Person
   Health is not just physical. It includes mental health, emotional wellbeing, and social support. Take a broader view in both messaging and services to show you understand the full picture.

Trust Is the Foundation of Effective Healthcare

If we want people to follow medical advice, take their medications, or seek care early, they need to believe we have their best interests at heart.

We can no longer rely on credentials alone. Building trust today requires clear communication, compassion, and a willingness to engage with people on a human level. Whether you are a doctor, researcher, pharmacist, or health communicator, your voice—and how you use it—matters more than ever.

By adapting to these new expectations, we can not only protect public health but also strengthen the bond between healthcare providers and the communities we serve.