May 8, 2026 | Written by Melanie Nava Urribarri
Changes in news consumption among 18-24 year olds show how quickly audiences are adapting, and represents a key challenge for health system innovation.
Data from the Reuters Institute research report published this past month (spanning from 2013 to 2025) shows that 18-24 year olds are increasingly engaging with news through social and video platforms. But it is not a difference in core values. How people get their news is changing, on top of a feeling of misrepresentation in traditional media.
Listening and adapting to these changes increases visibility and empowers our community of health care leadership.
Social-first
According to the Reuters Institute, news consumption now primarily occurs in social-first (social media) environments, with formats such as audio, video and interactive storytelling becoming a core feature for building community connection and comprehension. These platforms are essential gateways for building brand recognition and distributing high-quality information. To effectively reach the health care leaders of tomorrow, it is important to consider these shifts when opening industry discussions.
Diversity in Voices
The future is diverse, and young audiences are recognizing that. This reinforces the Canadian Medical Association’s emphasis that health care leaders should be equipped to promote equity and diversity in health care settings.
According to Reuters Institute:
- 39% of young women are significantly less likely to believe people their age are covered fairly compared to young men (47%).
- 32% of young people believe news outlets should not be “neutral” on moral or existential issues.
Health care itself is not neutral. As stated by the Canadian Public Health Association, health bias in Canada disproportionately affects marginalized groups, including Indigenous peoples, racialized communities, and low-income populations. As Canada’s health landscape continues to evolve, it may be key to consider Reuters Institute’s suggestions that media organizations must adapt their reporting styles to reflect audience expectations regarding which perspectives are centered in certain discussions.
Looking Ahead
Innovation to improve access in healthcare includes the access to information and news in healthcare. The Reuters Institute report explicitly states that social media rose from 21% (2015) to 39% (2025) as a main news source, while websites dropped to 24%. It also confirms the 15-percentage point decline in daily news use since 2017. Dedicated to awareness and advocacy, it is crucial to pay attention to this shift and consider how these reports can guide health care leaders to give better outcomes, better access and better health for all Canadians. This is how we turn ideas into action.
No matter the changes, health care is for everyone.