FEB WORD-OF-MOUTH CRITICAL FOR YOUNGER GENERATIONS, WHO ARE LESS TRUSTING OF EXPERT VOICES Percent trust in each spokesperson to convey that the COVID-19 vaccine is safe and effective Distrust Neutral Trust Gen X, Boomers, Silent Gen Z / Millennials 74% 81% 79% 75% 72% 66% 71%71% 71% 72% 73% 61% 46% 44% 43% 38% -3 +6 -11 -8 - -10 -7 -2 The company Public health Your closest Medical academics A member of The Prime Minister Your local MP manufacturing the officials friend Your GP your family vaccine 2021 Edelman Trust Barometer UK supplement. Please indicate how much you trust each of the following people in convincing you that the COVID-19 vaccine is safe and effective? 9 point scale; top 4 Box, trust. Base UK: Gen X, Boomers, Silent (1,263), Gen Millennials (756) 25