What does a community resilient to misinformation and infodemics look like?

Have you ever asked yourself what are the fingerprint characteristics of a community resilient to misinformation?

The recent hurricane response described in The Atlantic (see Charlie Warzel's I'm running out of ways to explain how bad this is) illustrates a profound breakdown of trust and information. Emergency responders, battling both the storm and misinformation, faced physical threats as conspiracy theories took hold in communities, stoking fear and distrust. The chaotic spread of falsehoods about government conspiracies and weather manipulation exposed just how vulnerable some populations are to misinformation. When trust in emergency and health responders collapses in real-time, it becomes nearly impossible to correct narratives or restore faith in the response while the responders are working hard to help the affected communities.

This breakdown of trust reveals that the layers of misinformation are deeply entrenched by prior experiences, information bubbles, and shared beliefs and world views in communities. By the time a crisis hits, communities make sense of circulating information about the response through their own worldview lens, making it difficult to communicate facts about the response.

This scenario highlights the urgent need to build resilient communities—ones that can withstand the barrage of misinformation before and during emergencies, especially when information ecosystems break due to infrastructure and connectivity failures. Rather than reacting in the heat of a crisis, we must proactively foster trust, improve information ecosystems, and build digital literacy so that communities can be prepared, informed, and united in the face of misinformation.

Here’s what a community resilient to misinformation would look like in the context of health emergencies and the key steps we can take to support and develop these critical systems.

1. Easy access to quality health information

No strategy can succeed if credible, accurate health information isn’t readily available. During COVID-19, even the most well-crafted and wide-reaching campaigns struggled to shift vaccine hesitancy because they raised more questions than they answered. When people can’t easily find reliable information from trusted sources, or have a negative experience with a healthcare provider, all the outreach in the world won’t inspire people to take action. Access to accurate, credible health information must be the foundation for any resilient community.

2. High levels of health literacy across the life-course

A community resilient to misinformation nurtures health literacy across the entire population, from childhood through old age. Health literacy isn’t just about understanding the facts and health information; it’s about applying that understanding in real life and critically evaluating new health information. When people can interpret health information effectively, they are better equipped to make informed decisions, whether about vaccines or navigating a new health crisis.

3. Knowing where to find credible, accurate health information

Beyond just institutions and influencers, a resilient community is one where health information is discussed in various social spaces, both within and outside the healthcare system. This connectedness enables people to share, validate, and interpret health information in ways that align with their cultural and social experiences. Social networks, both online and offline, act as valuable channels for distributing reliable information, creating a network of trust and credibility that misinformation struggles to penetrate.

4. Sharing and remixing health information

An indicator that health communication has resonated with the community is when people start to mirror and remix the messages. During COVID-19, many social media users created funny, engaging content promoting vaccines and public health messages in ways that felt authentic to their community—without using official logos or government language. This grassroots adaptation of health information shows that the message has not only been received but also embraced and repackaged in a way that is culturally relevant and engaging.

5. Digital literacy and active participation of individuals and health workers

Digital literacy goes beyond the ability to spot misinformation. It also includes understanding how to navigate the broader information ecosystem, protect personal privacy, and engage in discussions about health information in a safe and constructive manner. In a resilient community, people know how to search for, consume, and share health information responsibly, supporting one another in identifying misinformation while also addressing online harassment or misinformation attacks in real-time.

6. Community norms that promote healthy behaviors

Social norms that encourage health-promoting behaviors are a critical defense against misinformation. In a resilient community, behaviors like getting vaccinated or following public health guidelines are woven into the social fabric. These norms make it harder for misinformation that contradicts these actions to take hold, as individuals are influenced by the positive behaviors of those around them.

7. Trust in health service delivery, products, health guidance, and health workers

Trust is the cornerstone of a resilient health system. When communities trust their health services, products, and healthcare providers, they are far more likely to follow guidance, receive vaccinations, or comply with public health and social measures. Building and maintaining this trust requires transparency, responsive communication, and a demonstrated commitment to community well-being. Without trust, even the most well-intentioned public health campaigns will struggle to make an impact.

8. Sharing positive health experiences

A resilient community doesn’t just follow health advice—they share their positive health experiences with others, creating a ripple effect of trust and confidence. When individuals talk about how vaccines, treatments, or public health and social measures have benefited them, they provide powerful counter-narratives to misinformation. These personal stories help to reinforce the value of evidence-based health practices and can inspire others to take similar actions.

Withstanding shocks and maintaining trust

Communities resilient to misinformation are also better able to withstand shocks—whether that’s an emergency, a new health threat, or vaccine-related incidents that may erode public trust. These communities rely on their strong information networks, high levels of health literacy, and trust in health systems to navigate uncertainty. By fostering social norms that support health and building a culture of informed, critical engagement, resilient communities can maintain their trust in health services, even in the face of crises or disinformation campaigns.

It's also important to note what it truly takes to build resilience

Resilient communities cannot be built through paternalistic approaches by health authorities. Instead, they require deep engagement with the community, creating spaces where people feel heard, valued, and understood. Trust is built through the consistent presence of social, health, and other essential services that reinforce people’s confidence in their government, health workers, and emergency responders. It’s this trust, earned through collaboration and transparency, that forms the backbone of a community’s resilience against misinformation.

We can start by asking people in noncrisis periods, "Do you have everything you need to live a healthy, happy life in your community?" listening to their responses and then designing and delivery social, health, and other services that meet community member needs.

Best way to build trust in the government and health authorities? Reflect on what it means to be trustworthy and then act on the learning.