Trust isn’t what it used to be

Published: 30 June 2026

Author(s): Mike Dixon

HCPs are having to compete with algorithms, influencers and peer advice

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.