Reputation – General Public Overview

Public awareness of pharmaceutical companies has dipped this year. Levels of trust are in decline – a trend mirrored for other sectors

Though weaker than in 2024, public familiarity with pharmaceutical companies in the UK remains broadly steady and in line with the long-term trends. Just over two in three feel they know at least a little about the sector.

A deeper understanding of the sector remains relatively rare. One in four know much about the sector beyond recall of some company names. Along with a dip in familiarity with the sector, favourability, trust, and advocacy scores have dipped this year. However, this decline mirrors trends in other private sectors measured, with each attracting weakened reputation KPI scores. This suggests the shift is not unique to pharma but a reflection on less positive views of business more generally. 

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Attention paid to the sector remains low. As seen throughout the duration of this index, pharmaceutical companies are on the periphery of people’s attention most of the time. Fewer than one in seven people recall any news about pharmaceutical companies in the past month.

Of those that remember anything, the focus tends to be on positive developments such as scientific breakthroughs, positive patient impact, and healthcare advancements. Nevertheless, misperceptions persist, particularly around the role of profit in decision making and motivations, transparency, and the broader societal contribution of pharmaceutical companies.

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Broader societal sentiment continues to shape perceptions of the sector. Wider Ipsos data shows that 68% of the public feel the country is heading in the wrong direction, and healthcare ranks as the second-biggest concern.[1] Improving the NHS is also highlighted as the top government priority by 65% of respondents.[2]

Given that the NHS is often the public’s primary opportunity to learn about pharmaceutical companies and their innovations, low satisfaction with healthcare services leads to weakened views of other actors in the system, such as pharmaceutical companies. Perceptions of the NHS can influence opinions about pharmaceutical companies almost as much as direct experience with them, or news stories about them.