As founding director of The Vaccine Confidence Project, Professor Heidi Larson knows a few things about building people’s trust in public health.
So, in her keynote address to the Yale School of Public Health’s Class of 2022 at Commencement Monday, Larson focused on the importance of building trust as the field of public health pushes forward against the swirling headwinds of politics, misinformation and doubt.
“Be open, listen carefully…,” Larson said in a prerecorded speech. “Everyone around you …has had a different experience these past few years, different challenges at many levels. Building the trust of those you work with in your new settings will be crucial.”
A professor of anthropology, risk and decision science at the London School of Hygiene & Tropical Medicine, Larson noted how concerning it was to see the level of aggression and anger behind the conspiracy theories, rumors and misinformation that began circulating during the pandemic.
“Somehow, moving forward, we are going to need to calm and rebuild a more hopeful and optimistic rather than angry and anxious public,” said Larson, whom the BBC named one of the 100 most influential women in the world in 2021. “It’s not going to be easy, but we are counting on all of you …to be good listeners and trust builders because we have a pretty fractured environment.”
In building public trust, Larson said, it is important to understand that the ‘public’ is not one single, homogenous entity. Publics are hugely heterogeneous, with multiple histories, beliefs, political stances and emotions, she said. And all of those factors influence a public’s willingness to cooperate – or not – for the ‘greater good.’