In today’s world, young people are redefining who and what they trust in the realm of health. Traditional institutions—once seen as the ultimate authorities on health—are losing influence. No longer do people solely rely on doctors, the media, or the government for health guidance. Instead, young people are cultivating a decentralized ecosystem of health information that is participatory, local, and emotionally resonant. This shift is changing the way we engage with health information.
The Decline of Centralized Health Authorities
The 2025 Edelman Trust Barometer Special Report reveals that trust in major institutions such as business, NGOs, government, and the media has been steadily declining. For health matters, these entities are increasingly viewed as misleading rather than helpful. Of all these institutions, the government and media are the least trusted to address health concerns. Even business and NGOs have seen significant drops in trust since 2023.
One result of this decline is that only one in three people globally (35%) consider their health to be “very good” or better, a noticeable drop from previous years. Alongside this, there has been a sharp rise in fears about the politicization of medical science, which has increased by 7 percentage points since 2022.
Moreover, politics now plays a significant role in determining trust in healthcare providers. A growing number of patients—36%, up 4 points from last year—say they would stop trusting a healthcare provider over political differences. This trend is particularly strong among younger adults aged 18 to 34.
The Rise of a New Health Ecosystem
This shift in trust isn’t a temporary blip—it marks a significant transformation in how health information is shared and consumed. While traditional health authorities haven’t disappeared, they are being supplemented by new voices, such as influencers, peers, patients, and social media creators. These new voices have earned their trust through shared experiences and emotional connections, and they are now key players in the health conversation.
Doctors remain the most influential voices on personal health decisions (86%), but peers (69%) and health experts (69%) are gaining ground. Younger generations are especially likely to believe that an average person who has done their own research knows as much as a doctor. In fact, 45% of young people have ignored healthcare provider advice in favor of recommendations from friends or family, while 38% turn to social media for guidance.
This reflects a broader shift in how young people prefer to receive health information: horizontally, rather than through traditional hierarchical structures. Instead of relying on top-down guidance from doctors or institutions, they are engaging in a more equal exchange of information within their communities.
The Implications for Health Brands
For businesses in the health space, the rise of this new decentralized health ecosystem has profound implications. The risk is not just being overlooked; it’s the danger of being perceived as out of touch. In this new world, influence flows primarily through personal networks. While doctors still matter and remain the most trusted voices on health (82%), “friends and family” are also close behind (72%).
For health brands to maintain relevance, they must communicate with empathy, accessibility, and emotional resonance. Communications need to be relatable and frequent, especially when targeting younger generations. Young people are active curators of their health experiences, not passive consumers of brand messages.
Brands that align with this new ecosystem—emphasizing empathy, credibility, and trust—won’t just improve their marketing outcomes; they will also help drive better health outcomes. By understanding and embracing the new health landscape, businesses can become powerful facilitators of trust, access, and positive change in healthcare.
Adapting to a New Health Landscape
We are witnessing a generational shift in how health is understood, trusted, and shared. This is not a trend—it is a deep structural change. To lead in this new era, healthcare organizations must meet people where they are, particularly younger audiences, on the platforms they use and in the formats they prefer.
Empathy isn’t just an ethical approach—it’s also a strategic imperative. For healthcare brands to succeed in the future, they must embrace the complexity of this new health ecosystem, which is expansive, diverse, and deeply human. Those who are willing to adapt will have the opportunity to connect, innovate, and improve the health of future generations.
By aligning with the changing dynamics of health influence, businesses and organizations can create lasting relationships built on trust, drive better health outcomes, and shape the future of healthcare in a more decentralized, collaborative, and emotionally resonant way.
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