Public attitudes on the pharmaceutical industry: will increasing familiarity build confidence?

Blog post by Jill Pearcy and Tom Fife-Schaw

Each year, the Association of the British Pharmaceutical Industry (ABPI) and Ipsos carry out quantitative and qualitative research with members of the public and healthcare professionals to understand how the pharmaceutical industry is viewed in the UK. These surveys track perceptions of trust, familiarity and the industry’s contribution to society, providing insight into what drives confidence and where challenges exist.

Wider research by Ipsos also shows that turbulence has become a constant with geopolitical instability and economic shocks forcing businesses to continuously adapt. In this climate of “polycrisis,” trust and authenticity have become more important than ever.

What the data shows

The new data from 2025 shows perceptions of the pharmaceutical industry remain largely consistent with previous years. Familiar assumptions, both positive and negative, for example about the industry’s research and development (R&D) efforts and medicine pricing, continue to shape views of the sector.

Familiarity remains stable, with 69% of people saying they know at least a little about the industry. Levels of favourability remain largely constant and are in line with trends seen across other sectors.

When people do recall something about the sector, their impressions are marginally more positive than in previous years, suggesting that visibility and clear communication play a key role in shaping perceptions.

The data also shows a shift towards neutrality, with fewer people expressing strong criticism over the sector, even though many responses are still driven by assumptions rather than direct knowledge or experience of the sector.

Persistent challenges

Pricing fairness remains the main point of contention, with 55% of those critical of the industry citing it as an issue, an increase from 47% last year. There has also been a small drop in the proportion of people who agree the industry makes a positive contribution to societal challenges (down seven points) and that it uses profits to benefit society (down six points).

What this means for the future

Taken together, the findings suggest that while the industry’s reputation is stable, and that clear and direct communication pays dividends, there is no room for complacency. Trust is the foundation, and it cannot be taken for granted. People want businesses to contribute to society, eight in ten expect them to do so, but they are more likely to believe authentic messages from those they already trust. The research highlights important areas where more effective communication and engagement can help build deeper trust.

The task ahead is to remain visible, transparent, and proactive in explaining how medicines are developed and priced, how profits are reinvested into research, and how partnerships with the NHS and healthcare professionals deliver real benefits for patients. By doing so, the sector can maintain confidence and deepen trust, even in times of uncertainty and rapid change.