One look at what is happening in the world and you quickly realise that trust isn’t what it used to be. There is the proliferation of information through social media and other global platforms, with the content in the main unchecked and unverified, combined with the increasing use of AI to sieve for answers. Add to that the manipulation of facts and the ‘because I said it, it must be true’ scenarios we are seeing, even in the political landscape, and you can see how all of these contribute to trust now being messy, fragmented and also becoming surprisingly personal.

That’s certainly the evidence from the most recent Edelman Trust Barometer research. I have mentioned this annual research here a few times before, because it is recognised globally as one of the most comprehensive data sets on the subject and is very much respected and used across the communications industry and beyond.

If there’s a single headline trend this year, it’s that trust has moved closer to home.
People still trust experts, with scientists remaining one of the most trusted groups overall. But increasingly, they’re putting their faith in what feels closer and familiar: their own doctor, their employer, their friends and neighbours.

In healthcare specifically, the most trusted institutions are the places people personally interact with, such as local hospitals and pharmacies.

This ‘localisation of trust’ reflects a bigger cultural shift. In a world that feels uncertain and divided, people retreat to what they know. Trust becomes less about authority and more about proximity.

But nothing is simple. People still say they trust their doctor the most. That hasn’t changed. But that same person is also listening to friends, scrolling through online content, social media and, increasingly, asking AI.

In fact, friends and family are almost as trusted as medical experts when it comes to understanding health decisions. This suggests the voice of authority now competes with familiarity and popularity.

Of course, in this scenario there will always be potential conflict, with peer advice contradicting professional guidance and some respondents admitted that they had followed non-expert advice over their doctor’s recommendations.

Information overload can so easily lead to greater confusion rather than clarity, especially when there is contradiction. As a consequence, confidence in personal decision-making has dropped significantly, with many people feeling less capable of finding reliable answers. And when this happens, people just expand their search or turn to tools like AI to do that for them.

Around a third of responders are already using AI tools for things like symptom checking, lifestyle advice and even interpreting medical results.

Why? Because AI delivers something traditional systems often don’t: instant, clear and, probably most importantly, non-judgmental responses.

The Barometer data suggests many people now believe that someone skilled in using AI could perform at least some health tasks as well as a trained doctor.

That doesn’t mean trust in doctors is disappearing, but it does mean doctors are no longer the only authority. Our healthcare professionals are having to compete with algorithms, influencers and peer advice. And that dilution of influence is having worrying health-related consequences.

One of the most surprising and, perhaps, concerning insights is that a large majority of people, around 70%, believed at least one of the contested or controversial health claims included in this insights research. This cuts across age, education and political background. And crucially, these individuals aren’t disengaged. They’re often informed, educated and actively participating in the healthcare system.

Just stop and consider that for a moment. It’s clearly not a knowledge or understanding issue. It truly is a trust problem.

Perhaps even more challenging for us is that the research also shows disagreement itself has become a barrier. 70% say they are unwilling or hesitant to trust somebody who has different values, facts, problem-solving approaches or cultural background.
So, trust is now not only about credibility of source, it’s about perceived alignment.

Firstly, we have to recognise that trust today is different from before and consider that across all our marketing and communication strategies.

Trust is now more networked and emotional, shaped as much by personal experience and relatability than by expertise. And it certainly can’t be forced.

In our world, where AI is increasingly being used, it is perhaps cathartic to recognise that the solutions are surprisingly human. If you want to build trust now, it’s less about correcting people and more about understanding them. It’s about meeting them where they are, acknowledging uncertainty and creating space for dialogue rather than debate. Because in our world full of information, trust isn’t earned by being the loudest voice, it’s earned by being the most relatable one.

Mike Dixon is CEO of the Healthcare Communications Association and a communications consultant