In the American Health and Wellness landscape, trust is undergoing a seismic shift. Data reveals an unprecedented decline in trust towards traditional figures like doctors and institutions, contrasting with a notable rise in trust towards brands and relatable influencers. Acknowledging that health often means life or death, this panel goes beyond the statistics to discuss the profound impact of this cultural recalibration. In an age dominated by misinformation, this session explores how influencers balance being a source of perspective for people without overpromising their qualifications, unraveling the intricate interplay between trust, cultural shifts, and the future trajectory of health and well-being brands.