The 2024 Edelman Trust Barometer Special Report: Trust and Health is in its third year of measuring trust in the global healthcare system, behavioural health outcomes, and consumer-provider dynamics. These recent findings highlight the serious implications of health misinformation and point to the need for Government and other institutions to act and rebuild trust among the younger generations.


Report Highlights


Off-piste health behaviours

Despite being aware of the dangers, a majority of young adults aged between 18 to 34 (54%) in the UK, have changed their behaviour when it comes to seeking advice for their health, including following advice from social media, friends and family instead of a doctor, self-diagnosing and ignoring experts. This compares to just 25% of people aged over 55 years. The global stats paint a similar picture.


Trust in Government is declining

Many young people expect the Government to play a large role in keeping them healthy, yet findings from the report show that their trust in Government to address their health needs and concerns, has dropped sharply.


"Accurate information is critical to enable every generation - from Gen Z to Boomers - to take better care of their health"

Carolyn Paul, EMEA Health Sector Chair



The 2024 Edelman Trust Barometer Special Report: Trust and Health is the firm’s 3rd annual survey. The research was produced by the Edelman Trust Institute and consisted of 30-minute online interviews conducted between March 4 and March 13, 2024. Learn more >




Respondents / Country



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