Why don’t we trust organisations anymore?
In this episode, we are joined by Deborah Cohen, journalist, doctor and author of the brand new book Bad Influence: How the Internet Hijacked Our Health. Deb examines why people are increasingly trusting influencers, algorithms and online narratives over qualified experts — and what that means for trust inside organisations too.
The question at the heart of the episode is one we keep coming back to:
Why don't we trust organisations anymore?
Deb's answer: it's complicated — but a lot of it comes down to not being heard, overclaiming certainty, and failing to admit what we don't know.
When people don't feel heard, they look elsewhere
Deb draws a direct line from healthcare to the workplace: when people don't feel listened to by those in authority — whether that's a doctor or a manager — trust erodes. And when trust erodes, people find alternative sources.
In healthcare, that means influencers. At work, it might be the colleague who shows you warmth and sympathy... even if they don't have your best interests at heart.
The question becomes: are you going to trust the person who makes time for you, or the leader who says "I haven't got time for this nonsense — run along"?
The danger of overclaiming certainty
Deb reflects on COVID communication and the lessons for leadership more broadly. The problem wasn't that authorities made mistakes — it was that they overclaimed what they knew.
When you tell people something is certain, and it turns out not to be, you don't just lose credibility on that issue. You open the door to conspiracy theories, distrust, and disengagement.
The alternative? Be honest about uncertainty. Bring people along with you while you're learning on the job. That's harder — but it's what builds lasting trust.
Parasocial relationships: the illusion of being known
One of the most striking parts of the conversation is Deb's explanation of parasocial relationships — the one-sided connections people feel with influencers.
You feel like you know them. They share their kitchen, their stress, their symptoms. But they don't know you exist. And that dynamic is deliberately cultivated to sell products, services, and ideas.
The workplace parallel? The colleague who seems supportive but may be using you for their own career ambition — versus the stretched leader who doesn't make time to connect. We gravitate toward warmth, even when it's not real.
AI: it feels empathic, but it's not
As AI enters healthcare (and work), Deb flags a critical gap: AI doesn't know what you're not telling it.
Good doctors look for what's unsaid — the hesitation, the body language, the "something's off" that doesn't fit the story. AI can't do that. And we self-censor with bots, telling them what we think they want to hear.
The risk? We trust something that feels like it understands us, but fundamentally doesn't.
The yes-people trap
Deb's advice for leaders is blunt: don't surround yourself with yes-people.
When leaders operate a "feudal court" where people compete for favour and only say what the boss wants to hear, you lose the ability to challenge your own thinking. And that's when trust — and judgement — starts to fail.
Holding the line on integrity
After reporting on some of the most polarising stories of recent years (COVID, the Tavistock gender clinic), Deb's takeaway is hard-won:
Keep your integrity. Be honest about what you don't know. Listen. And hold firm.
It's not glamorous. It's costly. But it's the only thing that builds trust that lasts.
This episode is for anyone navigating a low-trust environment, trying to lead through uncertainty, or wondering why people seem to believe influencers over experts. The answers aren't easy, but they start with listening.
Deb's book Bad Influence: How the Internet Hijacked Our Health is out now,, available at all major booksellers and coming soon to Audible.
Connect with Deb on LinkedIn here.
