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    Featured Science Needs a Game Change Edelman Trust Barometer 2026 reveals 70% believe divisive health claims, highlighting declining trust, rising misinformation, and a need for new health communication strategies. KEEP READING Anne Frank House Comes to the U.S. I have just visited the Anne Frank House installation at the Griffin Museum of Science and Industry (MSI) in Chicago, which will open to the public on May 1. This is the first time that the Anne Frank House in Amsterdam has allowed its precious artifacts to come to the U.S. KEEP READING Trust in a Divided Environment: The Rise of Business Diplomacy In a low-trust, high-anxiety world, discover how businesses can bridge divides and drive growth through trust, diplomacy, and local relevance. KEEP READING Explore All Insights

      Special Report: Trust and Health

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    Health is confronting division, confusion, and competing influences

    The 5th annual Edelman Trust Barometer Special Report: Trust and Health reveals a fractured health landscape marked by division, declining trust, and widespread confusion. Across markets, most people believe at least one contested health claim, underscoring how uncertainty around health information has gone mainstream.

    · Globally, people are significantly less confident in making health decisions.
    · Healthcare providers are competing with peers, creators, and artificial intelligence for attention and influence.
    · Better engagement starts with understanding people’s concerns and helping guide them toward positive health outcomes.

    In this environment, building trust requires clarity, empathy, and communication that meets people where they are.

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    Consumer AI Use Encroaches on Medical Expertise

    AI is reshaping perceptions of medical expertise, with 64% of consumers believing users fluent with AI can match or outperform doctors in at least one health task. This sentiment is strongest among younger generations, raising questions around trust, accuracy, and the evolving role of medical professionals.

    Confidence To Make Health Decisions Plummets

    Confidence in making health decisions is declining globally, with a 10-point drop year-on-year (2025 vs. 2026). This sharp decrease signals growing uncertainty in navigating health information.
     

    Most People Hold At Least One Divisive Health Belief

    Health misinformation is widespread, with 70% of people believing at least one of six divisive health claims about foods, vaccines, and medicines. This underscores growing confusion, and the need for clear, credible, and trusted guidance.

     

    Discover the Trust insights shaping 2026

    A full look at this year’s findings — and what they mean for businesses, leaders, and society.

    EXPLORE THE FINDINGS

     

    What Healthcare Providers Must Know

    1. Divisive health beliefs are pervasive

    The reality is that there are many divides in how people think about health, both in developed and developing countries and across levels of education. Rather than pushing for uniformity of belief, it’s more effective to invest in health outcomes and impact.

    2. Public health requires trust to be brokered

    The majority of people are hesitant to trust across health beliefs in every country measured. To adapt to this, communicators and practitioners need to elevate goals shared across groups. Convening and community engagement support the process.

    3. Tailor influence in a fragmented landscape

    People are open to new recommendations on health issues when they hear from trusted voices. Amp up frequency and match the many points of contact that consumers and patients are getting their information from.

    4. More than experts, providers must be guides

    With so much information available and so many experts to choose from, providing care requires facilitating understanding. In a fragmented system, providers win influence through partnership, humility, and helping patients navigate decisions.

    Explore the findings
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    Top Findings

    01

    Divisive health beliefs are pervasive, not fringe
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    70% of people worldwide believe at least one of six divisive health claims about foods, vaccines, and medicines to be true, including 32% who believe fluoride in water is harmful or unhelpful to health and 25% who believe vaccines are used for population control.

    02

    Belief in divisive health claims is widespread, crossing age, political, and educational divides
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    Education level does not meaningfully impact belief in divisive health claims: 69% of people with a university degree believe at least one divisive health claim to be true, nearly identical to the 70% of those without a university degree. These beliefs also cut across demographic groups, including both the political right (78%) and the left (64%).

    03

    People with many divisive health beliefs trust more voices on health matters than those who don’t
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    Those who don’t believe any divisive health claims only trust their doctor and medical experts to tell the truth on health issues. Those who believe many divisive health claims trust doctors, medical experts, friends and family, and their CEO (among employees).

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    Featured Insights
     

    Global Launch Event

    The global launch of the 2026 Edelman Trust Barometer Special Report: Trust and Health was led by Richard Edelman, CEO, alongside Courtney Gray Haupt, Global Health Chair and Global Client Leader, and Jennifer Hauser, Global Health Chair, US Health Portfolio Lead, and New York President at Edelman. The event also featured a distinguished panel of experts, including Dr. Megan Ranney, Dean of the Yale School of Public Health; Dr. Garth Graham, Director and Global Head of Healthcare and Public Health at Google and YouTube; Dr. Uché Blackstock, Founder and CEO of Advancing Health Equity; and Sreejit Mohan, Vice President and Global Head of Communications, Specialty Care at Sanofi.

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    Methodology: The 2026 Edelman Trust Barometer Special Report: Trust and Health is the firm’s 5th annual Trust and Health survey. The research was produced by the Edelman Trust Institute and consists of 25-minute online interviews conducted between February 28 and March 11, 2026. Learn more >

    16,006
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    1,000
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    Effective communication drives influence in healthcare

    Learn how your company can make a difference in people’s health.