Our assumptions about who believes what about health are spectacularly wrong. Doubts about nutrition, vaccination, and public safety recommendations are no longer a fringe view. They stem neither from a single ideology nor lack of education and do not result from distrust of doctors or experts. In fact, our latest 2026 Edelman Trust Barometer Special Report: Trust and Health, based on a survey of 16,000 respondents across 16 countries, finds that a staggering 70% believe at least one of six divisive health claims about foods, vaccines and medicines to be true. Understanding the worldview and concerns of the public is everything. CEOs and communicators in health must wake up to this radical new reality.
Divisive health beliefs span the globe, highest in the developing nations of India (89%) and South Africa (88%), lowest in Japan, Canada, and the U.S. (50-61%). The divisive health beliefs apply equally across educational levels (university degreed versus non-university degreed) and are more acute among young people (79% for ages 18-34 ) and right-leaning voters (78%), though majorities hold for ages 55 and older (60%) and the left-leaning (64%). It is shocking that only a slight majority (52%) believes the risks of childhood vaccination outweigh the benefits to be false, while slightly over one third (36%) of respondents say adding fluoride in drinking water is harmful is false, a public health staple in the many Anglophone countries since the 1960s.
The one-year drop in confidence (-10 points to 51%) to make informed health decisions for ourselves and our families is staggering. From China to the UAE to Mexico, the majority of people feel their country is divided on key health issues, potentially leading to a profound loss of trust in the healthcare system. Artificial intelligence has already displaced medical expertise in the eyes of many; doctors are competing to influence health decisions with AI, peers, friends and other non-credentialed sources.
More information alone is not the way out of this. Those with more divisive health beliefs are in fact more immersed in information, with on average two thirds saying that they frequently consume health news or consult AI platforms for answers, double or triple the engagement of those who believe no divisive claims. They are nearly three times as likely to read health news from different political orientations. We see evidence of confusion: They are also more likely to be getting mixed advice from credentialed and uncredentialed voices, and so it follows that they’re three times more likely to disregard HCP medical guidance in favor of advice from friends, family, or social media in the past year than those who disbelieve divisive health claims. This is not a story of too little; it’s a matter of too much information without proper context.
Science needs a reset to adapt to this unstable world of trust, offering a new deal to patients and health providers. To date institutional science has solely focused on the WHAT, expressed by top-down communication from credentialed authority figures. That is no longer sufficient for those with skepticism about global institutions, experts, and government borne of the COVID-19 ordeal. The HOW must be explained in simple terms, using data visualizations and with greater transparency on clinical trial processes. The WHY requires acknowledgement of benefits versus side effects and the relative value of the innovation versus cost.
Here is a five-point communications strategy for Health:
- Institutions and providers alike need to show up as guides, not advocates.
- Trust must be brokered across groups with different views, elevating shared goals without needing to achieve unanimity.
- Acknowledge that we don’t have all the answers. Luckily, this is already a built-in part of the scientific method to correct as we learn.
- Frequency, frequency, frequency. People need to hear and be heard multiple times before they consider a recommendation on health.
- Surround sound. We should utilize a broader circle of trust, valuing friends and family and patient advocacy groups alongside medical experts.
It is time for science to go on offense, to recognize the futility of facts alone, and bring the public along as partner in a better life.
Richard Edelman is CEO.
This post originally appeared on Fortune.com
