The new health currency among Australia’s younger generation: Edelman Trust Barometer

A new wave of Australian data from the 2025 Edelman Trust Barometer reveals a confronting paradox: younger Australians are more empowered and engaged in managing their health than ever before – yet the health professionals and institutions meant to guide them are are increasingly seen as sources of misinformation.

Over half (52%) of Australians aged 18 to 34 say they have regretted a health decision based on misinformation. Alarmingly, nearly one in three (32%) of those with regrets pointed to their own doctor as the source. The finding underscores a breakdown in trust between younger patients and frontline healthcare professionals.

“Young Australians [aged 18 to 34] are rewriting the rules of influence when it comes to health,” said Will Collie, Vice Chair, Health, Edelman Asia Pacific.

The erosion of trust fuels the post-pandemic ecosystem, which continues to cast a shadow across institutions and information channels. The report shows that 58% of Australians believe business leaders intentionally mislead on health matters, closely followed by consumer media journalists (54%) and government leaders (51%).

The shifting dynamics are especially critical given the demographic’s global influence – those aged 18 to 34 make up about a third of the world’s population. Health decisions made now will ripple across future decades, shaping individual outcomes and societal wellbeing.

The report findings highlight a seismic shift in where young people go for health advice. This generation engages with health information across multiple channels: 64% turn to social media, 57% rely on traditional consumer media, and 48% access independent health media such as podcasts and news bulletins. In contrast, Australians aged 55+ engage significantly less across these platforms.

Collie added, “They [Australians aged 18 to 34] are confident and digitally connected, but exposed. They trust themselves, their peers and their lived experience as much as traditional HCP expertise.

“Right now, no major institution in Australia is seen as capable of doing what’s right when it comes to health. For government, business, and the healthcare sector, this is a call to radically rethink how we build trust, not just in information, but in the systems that deliver it.”

The consequences of this erosion in institutional trust are far-reaching. More than a third (37%) of young Australians have rejected medical advice in favour of guidance from friends or family, and 31% have done so based on information found on social media. Alarmingly, 43% of 18 to 34-year-olds and 35% of those aged 35 to 54, believe someone who has “done their own research” is just as knowledgeable as a doctor on most health matters, a notable jump from the previous year’s data.

The politicisation of health is also fuelling scepticism. Sixty-one percent (61%) of Australians say they are concerned that medical science is becoming politically driven. Among younger Australians, this distrust is increasingly personal – many say they are unwilling to trust or continue seeing healthcare professionals who do not align with their political beliefs.

“We are seeing the decentralisation of health influence,” Collie noted. “We have a generation that wants to be involved in their care but is navigating a trust vacuum. The findings highlight a clear tension – Australians are increasingly turning to their personal networks and online sources to manage their health.

“But while this growing self-reliance is understandable, it also exposes people to misinformation and inconsistent advice.”

Lisa Robins, CEO of Patients Australia, echoed the urgency to act.

“To deliver better outcomes for patients and rebuild confidence in the health ecosystem, we need stronger collaboration across the board. That means engaging meaningfully with what patients have to say, showing up where they’re seeking support – even when it’s outside the traditional channels we’re used to – and building partnerships with them that improve access to trustworthy information, evidence-based treatment, and high-quality care,” Robins emphasised.

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