PwC’s Voice of the Consumer 2025 survey shows how changing preferences are spurring innovation in the global food system.
24%
of healthcare leaders say they are confident in their compliance with privacy regulations.
2%
of healthcare leaders report having fully implemented cyber resilience actions.
34%
of patients say that a doctor's office is their preferred setting to receive care.
80%
of Gen Z use health technology at least monthly.
26%
of respondents say it's very easy to access their medical records across providers.
AI is expanding beyond baseline and back-office tasks like documentation, transcription, and scheduling to support clinical decisions. Eventually, health systems will use AI as a mechanism for continuous clinical risk surveillance, prompting earlier actions to reduce the need for complex care should conditions worsen. That will require addressing privacy and ethical concerns and building trust among the workforce—human factors that now outweigh technical barriers such as data quality or infrastructure in holding organisations back. Clear governance and transparency about how models operate are essential to spurring adoption among consumers and clinicians.
24%
of healthcare leaders say they are confident in their compliance with privacy regulations.
AI, predictive analytics, and personalised care all rely on timely access to high-quality, trusted and interoperable data. But at many organisations, data—clinical records, imaging, claims, genomics, device data, and patient-reported outcomes—often sit in silos. The real challenge is less about collecting data and more about making it usable, shareable, trusted, and valuable across clinical, operational, research, and consumer contexts. Leading organisations are embedding cybersecurity, privacy, and governance into data architecture at the outset rather than treating them as constraints added later. Quantum only makes that more critical.
2%
of healthcare leaders report having fully implemented cyber resilience actions.
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Healthcare providers must design services around where people live and work, along with how and when they want to receive care. Virtual care, retail clinics, and at-home services are increasingly seen as default options, particularly for routine, follow-up, and preventive care. And there is a rising expectation that care should take place beyond 25-minute annual appointments. Making care more accessible requires more than simply meeting consumer needs for convenience. It should also support preventive care and earlier intervention, leading to better health outcomes.
34%
of patients say that a doctor's office is their preferred setting to receive care.
People increasingly engage with tools that track, test, and tailor health outside traditional care settings. Younger people are significantly more willing than older groups to trust non-traditional entrants such as technology or retailers to provide health information and care. Across the US, UK, and Europe, this broader ‘well-being technology’ market is estimated to represent up to US$850 billion annually, largely driven by relentless consumer demand across retail, consumer goods, and healthcare sectors.
80%
of Gen Z use health technology at least monthly.
Everyone in the system faces challenges of access and complexity. Patients seek simpler, more coordinated solutions for care (i.e. one system rather than multiple apps, portals, and providers). Fragmentation disproportionately affects those with lower health literacy, limited digital access, language barriers, or less time to navigate complex systems. For lower- and middle-income countries, where physical infrastructure and specialist capacity are constrained, scalable, digital-first, and community-based models offer a way to extend access without replicating high-cost, hospital-centric systems.
26%
of respondents say it's very easy to access their medical records across providers.
Source: PwC’s 2025 Global Digital Trust Insights survey, PwC's 2025 US Healthcare Consumer Insights Survey