There has definitely been a cold front blowing in over the last couple of years when it comes to societal trust in the four institutions (business, government, media and non-governmental organisations [NGOs]), as well as chief executive officers and artificial intelligence.

Anecdotally, saying that probably doesn’t surprise you, but looking at this year’s Edelman Trust Barometer – a globally recognised insight into the influence of trust across society – we can see how acute the change has been. It was not that long ago I was writing here how ‘My Employer’ was seen as one of the few guardians of trust when it came to health, but even that has been eroded with an unprecedented global decline for employer trust.  Trust appears to have moved more to personal networks, although doctors still hold a level of trust, but it’s more the individual clinician than health institutions. Younger demographics (18-34-year-olds) in particular are more engaged with health content online and, perhaps worryingly, are increasingly relying on uncredentialed sources. Interestingly, this is also leading to them having regrets over misinformed decisions. But despite that, they are still not necessarily changing the way they search for information in response.

This year, I have also been interested to hear the fascinating insights provided by MHP Group’s cultural trends report: The Trends Shaping 2025. Developed by scrutinising and synthesising a wealth of cultural data, it identified four broad cultural trends that impact every aspect of our lives – from business and politics to health, consumer habits and our rapidly evolving communications landscape. Like the Barometer, a key trend identified was that, as scepticism towards mainstream media and governments deepens, people are increasingly looking toward peers, influencers and localised, lived-experience sources. TikTok stars, lifestyle bloggers and patient forums have become primary health messengers. More medical professionals building strong, young follower audiences on platforms like TikTok are clearly a response to these platforms becoming primary health messaging sources. This trend of switching health information sources is an important insight for all those communicating to these audiences.

As life grows increasingly complex, there is also a growing choice fatigue, with people wanting to do less. That’s not because they are lazy or don’t care, but because life is just becoming too overwhelming. They also want to ensure they are making the most of their lives with a greater focus on family and personal time. Consumers are therefore now looking for organisations to simplify experiences and reduce cognitive burden. This is especially true in healthcare. Our treatments are becoming increasingly complex in their scientific credentials. However, we need to be able to communicate that science and the actions we need our audiences to undertake in much clearer, simpler ways for our messaging to resonate.

After decades of brands promising the moon, audiences now want sincerity and service. In healthcare, this means moving away from lofty ‘brand purpose’ campaigns and focusing on what tangibly helps patients today. We see this being recognised in the consumer retail sector with some brands going back to their core authentic roots, such as John Lewis returning and doubling down on its ‘Never Knowingly Undersold’ foundations.

This trend captures a universal human truth – when the world feels uncertain, we cling to what we can control: parents protect children; health prediction and prevention resonates; caregivers advocate fiercely for loved ones.

The growing move to ban smartphones from schools is a great example of the proactive protection building in society. And the explosion of consumer-facing diagnostic testing options and the use of digital health technology is certainly capitalising on this trend.

Being aware of these trends and insights is one thing, but as Albert Einstein is quoted as saying: “Any fool can know. The point is to understand.” In this case, I would add this: “And adjust accordingly.” There is no point having this understanding if we continue our pharma marketing and communications in the same way we were three years ago. We need to adapt in response to these insights.

When it comes to patient communication, we need cross-channel, frequent communication, leveraging local and relatable influencers, and balancing scientific credibility with human-centred storytelling to rebuild trust. To thrive in today’s communication ecosystem, we must tailor our messaging rationally and emotionally. Success will lie with those who simplify the complexity, show up honestly and truly understand the cultural context. It’s ultimately about being believable and trustworthy to people, in their environment, on their terms.