The Shift: Peer Influence Is Reshaping Health Decisions — Especially for Younger Clients

A new global survey by Edelman shows a major shift in how people—especially younger adults—are making health decisions. And it’s something every health practitioner needs to be aware of.

Between 2024 and 2025, there was a sharp rise in people choosing advice from peers, influencers, or social media over their own doctor’s guidance.

• 45% of adults aged 18–34 said they ignored a provider’s advice in favor of input from friends or family—up 13 points from last year.

• 38% said they’ve chosen social media advice over their doctor’s—up 12 points from the year before.

The survey included over 16,000 people across 16 countries.

What’s happening? Younger clients still trust their doctors—but they’re also turning to content creators, podcasts, and peer-led health communities.

• 82% of young adults said their doctor still influences their health choices.

• But 1 in 3 also said an unlicensed content creator influenced their decisions.

• And 45% believe the average person can know as much about health as a trained doctor.

There’s a growing trust gap, too:

• 61% of U.S. adults feel businesses, governments, and nonprofits are making it harder to get quality health care.

• And fewer than 40% trust the media to report health info accurately.

Still, younger clients are paying attention—67% regularly engage with traditional health news, and 55% listen to health podcasts or newsletters at least monthly.

But there’s a cost. Nearly 60% of young adults say they’ve made at least one health decision they regret—due to false or misleading information.

What this means for you?

If you’re a practitioner, it’s more important than ever to meet clients where they are, build trust with data, and help them navigate a noisy health landscape. Clear communication, accessible tools, and personalized insights will go a long way.

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Article Reference: https://www.axios.com