I’d seen from a Google search that “moxibustion” with the smoldering herb might help with turning a breech baby. As a physician and scientist, I was well aware there was limited peer-reviewed evidence for what I was doing. I’d never heard of anyone prescribing moxibustion. But with the window narrowing for the birth I had hoped for, I was more willing to believe there might be something to it. Although I was skeptical, I thought, “It couldn’t hurt! Why not?”
In a world where information comes at us in fragments and trust in institutions is crumbling, it’s worth understanding what we believe and why. Our new analysis tested views on six unfounded health claims about subjects like childhood vaccines, raw milk, fluoride in drinking water, and so on. Huge majorities of the 13,000+ people surveyed, 70% globally, believed at least one of these claims. And the people who believed these claims weren’t simply those without exposure to science; most of them had taken a university-level or higher science course. Nor did susceptibility fall neatly along partisan or generational lines.
That’s especially true, the analysis shows, in moments of fear and uncertainty, when your life or the life of someone you love is on the line. In fact, those who frequently interacted with the health care system were more than 50% more likely to hold three or more of these unfounded beliefs.
Increasingly, people also look online or turn to AI. In fact, nearly half of the respondents in our survey believe someone without medical training who is fluent with AI can perform at least one health-related task as well as or better than a doctor.
Empathy alone isn’t, of course, a substitute for good data. Our analysis shows what may work in the face of confusion: recognizing that people are far more likely to accept good advice when they believe their concerns are truly heard. That principle applies not only to the exam room, but to anywhere public health asks people to place their trust in expertise.
As we collectively wade through a sea of conflicting health information, knowing whom to trust is genuinely hard. Misinformation flourishes in the petri dish of uncertainty, especially when misinformation offers simple answers to complicated questions. But our analysis shows that trust is not out of reach. In fact, nearly half of respondents said they’d seen doctors or medical experts build bridges and grow trust. This is where this analysis holds hope and shows us that there are paths forward.
That impulse to find some certainty, control, and answers is deeply human. The more we understand that, the better chance we have of helping people find answers they can trust.
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