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Insights from the 2025 Edelman Trust Barometer for healthcare brands
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based branding agency that crafts bold & memorable healthcare brands. They have specific expertise in healthcare technology, employee health & wellness programs, and hospitals & providers. Josh has 15 years experience building new brands from scratch, refreshing existing brands and building strategies to bring those brands to life in the market.
What you’ll learn about in this episode:
In this episode we take a deep dive into the 2025 Edelman Trust Barometer. Specifically, Josh spends time:
- Highlighting some of the most salient insights from the Trust Barometer, so that you’re equipped with a solid understanding of what’s happening in the market (I’ll argue even in the B2B market) including:
- Trust is a minority position
- Lies are the assumed default for ⅔ of the population
- Hostile activism is more and more acceptable
- Optimism deficit & zero sum games are the norm
- Suspicions of AI are on the rise
- Businesses remain most trusted entities, except among respondents with high grievance
- Identifying some of the unique challenges that flow out of the crisis of grievance for healthcare companies (especially in the areas of healthcare tech, employee health & wellness, and hospitals and healthcare providers where we primarily work), including:
- Trust can no longer be assumed
- Healthcare providers have significant work to do to build trust with patients
- We must do work to ensure that healthtech driven by AI clearly articulates its values and the guardrails that exist
- An authentic brand is a must, not just a flashy marketing game
- If they can show up with authenticity, healthcare brands have an opportunity to build trust
- Discussing actions healthcare brands can take to build trust with customers, buyers, and patients in the midst of this environment, including:
- Showcase and champion shared values with your customers and with patients
- Create opportunities for optimism backed by real data
- Act boldly on behalf of patients…and show your work
- Look for opportunities to work together with others
- Focus on authenticity in your brand above all else
Additional resources:
- Josh Dougherty on LinkedIn
- Josh Dougherty’s speaking site
- 2025 Edelman Trust Barometer
- You Have A Trust Problem - Blog Post
- A Brave New’s Website
View all episodes
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based branding agency that crafts bold & memorable healthcare brands. They have specific expertise in healthcare technology, employee health & wellness programs, and hospitals & providers. Josh has 15 years experience building new brands from scratch, refreshing existing brands and building strategies to bring those brands to life in the market.
What you’ll learn about in this episode:
In this episode we take a deep dive into the 2025 Edelman Trust Barometer. Specifically, Josh spends time:
- Highlighting some of the most salient insights from the Trust Barometer, so that you’re equipped with a solid understanding of what’s happening in the market (I’ll argue even in the B2B market) including:
- Trust is a minority position
- Lies are the assumed default for ⅔ of the population
- Hostile activism is more and more acceptable
- Optimism deficit & zero sum games are the norm
- Suspicions of AI are on the rise
- Businesses remain most trusted entities, except among respondents with high grievance
- Identifying some of the unique challenges that flow out of the crisis of grievance for healthcare companies (especially in the areas of healthcare tech, employee health & wellness, and hospitals and healthcare providers where we primarily work), including:
- Trust can no longer be assumed
- Healthcare providers have significant work to do to build trust with patients
- We must do work to ensure that healthtech driven by AI clearly articulates its values and the guardrails that exist
- An authentic brand is a must, not just a flashy marketing game
- If they can show up with authenticity, healthcare brands have an opportunity to build trust
- Discussing actions healthcare brands can take to build trust with customers, buyers, and patients in the midst of this environment, including:
- Showcase and champion shared values with your customers and with patients
- Create opportunities for optimism backed by real data
- Act boldly on behalf of patients…and show your work
- Look for opportunities to work together with others
- Focus on authenticity in your brand above all else
Additional resources:
- Josh Dougherty on LinkedIn
- Josh Dougherty’s speaking site
- 2025 Edelman Trust Barometer
- You Have A Trust Problem - Blog Post
- A Brave New’s Website