The Trust Gap Shaping Pharma’s Future

There’s a stat in our latest Fabric of Pharma report that stops people mid-sentence:

70% of Gen Z healthcare professionals surveyed feel they can’t trust pharmaceutical companies.

Not “are sceptical.”
Not “need more information.”

Can’t trust.

For an industry built on evidence, outcomes and partnerships, this isn’t just uncomfortable, it’s a trust crisis.

This isn’t a PR or ‘age’ problem. It’s a relationship problem.

Gen Z aren’t against scientific detail, they’re not anti-innovation and they’re certainly not disengaged.

They’re the first generation of fully digital-native clinicians. They’ve grown up with unprecedented access to information and, as a result, have developed sharp filters for inauthenticity. They know how to spot “spin”.

When 70% say they can’t trust pharma, it’s not because they don’t understand the value of your science. It’s because your brand values, mission, history etc. are hidden behind a corporate veil, meaning your audience can’t connect with you.

In our research, many described pharma communications as:

• Corporate
• Forgettable
• Uninspiring

This isn’t just a critique of the images used in a CVA or Sales Aid, our research suggests the issue runs deeper.

In other words, materials might be scientifically accurate and substantiated but if the approach to developing materials is risk averse, compliance first, or purely data dominant, then even the strongest of scientific messages won’t land as intended

The future is NOW

By 2026, the first Gen Z doctors will have completed GP training. By 2028, many will be specialists.

They’re not “future HCPs.” They’re current prescribers, clinical influencers, content creators and peer educators.

Some of the reactions we’ve had to our report focused on Gen Z have been disappointing, to say the least.

Many dismiss this generation as ‘too young to be a priority focus’ or ‘the TikTok generation will fall into step when they’re old enough’. But the key question to ask yourself is: if trust is low at the point of entry, what happens when this cohort moves into:

• Senior prescribing roles
• Guideline committees
• Policy influence
• Congress faculty

Trust today determines engagement tomorrow. And engagement determines everything else.

What’s really driving the distrust?

From our research, three themes rise to the surface:

1. 
   Profit over purpose
   Many respondents feel pharma prioritises commercial goals over patient or societal impact.
2. Polish over transparency
   Highly produced campaigns but little visibility of the real scientists, real patients, real trade-offs.
3. Broadcast over dialogue
   A push model to a generation that expects co-creation and two-way conversation.

This isn’t about posting on TikTok. It’s about showing up differently.

The opportunity hiding in the stat

Here’s the part we shouldn’t ignore:

Gen Z are significantly more likely than older generations to believe brands can make the world better.

They want to believe in you.

They want:

• Purpose-led action (not virtue signalling)
• Transparent communication
• Micro-learning that respects their time
• Social and digital engagement that feels human

The question we should be asking

The question isn’t: “How do we fix Gen Z’s perception problem?”

It’s: “What would it take for pharma to be seen as a trusted partner, not a polished vendor?”

If 70% don’t trust pharma, the solution won’t come from refining the same old playbook. It will come from:

• Audience-first strategy
• Braver creative
• Measured long-term trust building, not just short-term metrics
• Genuine two-way engagement

This is just one of the headline findings from The Trust Crisis 2025, our latest Fabric of Pharma report.

Download the full report to explore the complete findings.