Humanizing Brand Experience: Healthcare edition, Vol 9
When policy becomes personal: 1st QUARTER 2026
The second wave of the Humanizing Brand Experience: Healthcare edition, Vol 9 report examines how consumers are responding to recent legislative changes in healthcare. The report reveals a landscape where awareness is high but understanding remains limited, creating fertile ground for uncertainty and concern. Drawing from a national survey of 3,000+ healthcare consumers conducted in December 2025, the research uncovers how affordability fears and access concerns are shaping behavior today while exploring the disproportionate impact on vulnerable populations and older generations.
Changes to the study
Quarterly insights, annual impact
Humanizing Brand Experience now delivers consumer-driven insights four times a year—November, February, May, and August—spotlighting emerging trends and timely topics that matter most to healthcare leaders. Each wave builds toward our full annual report in May, which includes the Most Human Brand rankings and a comprehensive view of consumer expectations in healthcare.
EXPLORE THE REPORT
Earlier releases:
WAVE ONE: The dynamics of trust
Released in Q4’25, the first wave of Vol 9 examines the evolving dynamics of trust in healthcare.
The report reveals how trust is built—and eroded—across generations, mindsets, and care experiences while uncovering the emotional and business impact of trust. Drawing from a national survey of 1,000 healthcare consumers, the research identifies the forces that drive distrust and reveals why trust remains one of the most powerful and fragile currencies in healthcare today.