Younger Generations Increasingly Turning To Peers and Social Media Over Doctors, Report Finds

A new report from Edelman suggests a seismic shift in how younger generations navigate healthcare — one increasingly shaped by peer networks and social platforms over traditional medical systems.

The 2025 Edelman Trust Barometer Special Report: Trust and Health highlights growing skepticism among younger adults toward credentialed healthcare professionals and institutions. The survey, which interviewed more than 16,000 respondents across 16 countries, reveals that people ages 18–34 are now twice as likely as older adults to believe that someone with no medical degree — but armed with online research — can know as much as a doctor.

According to the report, 45% of respondents in this age group admitted to disregarding professional medical advice in favor of input from friends or family — up 13 percentage points from last year. Similarly, 38% said theyve turned to social media over medical professionals, marking a 12-point rise.

This trend is coupled with a broader erosion of trust in mainstream health media. Since 2019, trust in traditional outlets to report accurate health information has dropped 13 percentage points. More than half (57%) of respondents believe journalists intentionally mislead the public on health issues.

The implications of this shift are already being felt. Over half (58%) of young adults reported making at least one regrettable health decision due to misinformation, with social media identified as the top source.

Politics is also playing an increasing role in how younger people choose healthcare providers. Nearly half (47%) of those ages 18–34 said they would not trust — or would stop seeing — a provider who didnt align with their political views. Thats a five-point jump from last year and more than double the rate among older generations.

Despite concerns about misinformation, the data also shows younger people are engaging with health content more frequently. Sixty-seven percent consume traditional health media at the source at least once a month, while 64% do so via social media — both figures up from 2024.

Now in its fourth year, the Trust and Health report is part of the larger Edelman Trust Barometer series, which has tracked global trust dynamics for 25 years. The findings raise urgent questions about the future of public health communication, particularly as digital voices increasingly shape health behavior and decision-making.