The underrated value of sincerity

Reflections on a quiet revolutionary value

We live in what can often feel like insincere times. In this world of spin, “fake news,” and performative social media, sincere honesty can feel like it is in short supply. Much of what is said is said for effect—to drive online engagement, to be liked, to gain advantage—rather than for the purpose of sincerely expressing something. This is particularly true in today’s charged political climate, where words may or may not correspond to the true feelings of those who speak them, and the purpose of speech can just as easily be to obfuscate or confuse as it can be to convey deeply held principles. As individuals, we can sometimes find ourselves avoiding sincerity in favor of projecting irony, cleverness, or some other trait we deem more socially attractive. We may also avoid sincerity simply to avoid the vulnerability that can come with it, echoing Shakespeare’s Iago when he said:

“For when my outward action doth demonstrate
The native act and figure of my heart
In complement extern, 'tis not long after
But I will wear my heart upon my sleeve
For daws to peck at…”

We, too, may hesitate to wear our hearts on our sleeves, avoiding the daws (which, by the way, refers to Jackdaws, birds in the crow family), and preferring to keep our sincere feelings safely unexposed. Yet, even as we may drift away from sincerity, most of us have an ineffable sense that this drift is not good, and that sincerity is a virtue to which it is worth aspiring. At some core level, we do not like encountering insincerity, or even well-faked sincerity. This is clear in the world of politics, where voters place a high premium on “authenticity,” and it is frequently the candidate who best conveys a sense of speaking with sincerity that wins elections.

This is relevant to many aspects of our lives, and even more so in our pursuit of health. We engage with challenging issues, many of which have become so because, for years, we have collectively shied away from the kind of honest, sometimes uncomfortable, engagement that helps us get at the heart of why health is still so poor for so many. Sincerity is a step towards this engagement. In a time when there is much to muddy the waters of the national conversation about health, it is worth taking a moment to reflect on the value of sincerity and how it can allow us to more effectively do what we do.

I will start, as I often do, with a definition. What is sincerity? A good working definition might be: being genuine and truthful in all we do—saying what we truly mean and meaning what we say. Why is sincerity so important for our pursuit of health? I would suggest the importance of sincerity in the following three areas.

First, in a polarized world, sincerity is an antidote to cynicism. We are in a moment when trust is on the decline. Political spin and misinformation have created a climate of widespread public cynicism. This cynicism is arguably deepened by the perception that much of what we hear is inauthentic. I have written before about the role of performance in how we act and communicate and how a degree of performance can help to support the goals of individuals and movements, to the end of accomplishing much that is good for the world. However, too much performance can alienate. We do not want to feel like we are engaging with someone whose presentation is dishonest, insincere. When we feel like we are encountering insincerity—particularly when we feel like we are doing so on a regular basis in the public conversation—we may be tempted towards the cynicism that makes us likelier to view everyone we meet with a more jaded eye. When this cynicism proliferates, it can cause widespread mistrust, not just among individuals and groups, but in the public’s engagement with institutions that depend on the public’s trust to be able to function. In such a climate, the public may be primed to applaud norm-breaking figures who target these institutions while wielding the argument that, because some institutions have been, or seemed, insincere, inauthentic in their engagement with the public, they are fundamentally untruthful, illegitimate, and not worth preserving. Refuting this perspective means embracing the sincerity that counters cynicism, towards shaping a sounder basis for the work of building a healthier world.

Second, sincerity functions as a kind of social glue, helping to build trust and connection. Psychological studies have linked authenticity—being one’s true self—to better relationships and well-being. Authentic, sincere people tend to enjoy better mental health and a greater sense of meaning. When we feel someone is genuine, we tend to relax and open up—it is a foundation for real friendship and collaboration. Such relationships are at the heart of building a healthier world. Creating such a world means being able to bring people together, to shape a movement for health that is maximally inclusive, and to build bridges in a moment when many are calling for walls.

This includes building bridges within our own field. I have written often about the challenge of illiberalism in public health and our occasional failure to create contexts where everyone feels welcome and able to speak their mind. Sincerity can help mitigate these shortcomings by fostering a sense of safety, an openness to different points of view. In any group—whether a team, a community meeting, or a movement—when one person speaks sincerely, it signals to others that it is safe to do so. Over time, a culture of sincerity can foster a sense of openness that then informs engagement with the wider world. The rancor of the present moment can prevent us from seeing each other’s full humanity and recognizing, from a position of empathy and an acknowledgement of our shared vulnerability to poor health, that we have more in common that we have differences. In this time of polarization, sincerity can act as an olive branch in the war of words so much of our politics and culture has become, cutting through the noise of this moment and the cynicism it can engender to build the connections that support a big-tent movement for health.

Third, sincerity is a fundamental element in all efforts that aspire to create health. It strengthens the bond between provider and patient, organizer and community. When visiting a hospital, it is worth taking a moment to observe those who work there. One will quickly see that hospital staff have something in common: they are all deeply sincere. A doctor does not examine a patient from an ironic remove. A nurse does not cynically administer an IV or check a patient’s vital signs. This work, the work of supporting health, can only be done from a place of utmost sincerity. This is true for supporting the health of individuals and it is true for supporting the health of populations.

Sincerity fosters trust—between doctor and patient and between public health and the public—that is essential to any relationship where a person or institution is advising other people on matters related to health. Transparency and sincerity in such communication make patients feel respected, leading to better outcomes. For example, a doctor who candidly says, “This treatment has side effects, but I believe it’s our best option and here’s why,” will earn a patient’s confidence more than one who sugarcoats or withholds information. During a public health crisis like the COVID-19 pandemic, authentic, sincere communication can save lives. When public health officials are transparent—admitting when something is unknown and updating guidance honestly—it can help maintain public trust. On the other hand, when we are insincere, when we withhold information (even when we feel we are doing so “for the greater good”) and are not candid about the risks of some of our recommendations, the public is liable to distrust us, just as an individual would distrust a doctor who seems not to be communicating honestly and sincerely. Sincerity also matters at the level of organizing social movements in pursuit of a healthier world. Organizers and public health advocates working at the grassroots level thrive on authentic relationships. People can sense if an organizer truly cares or is just “checking a box.” Sincerity means listening deeply and speaking honestly about challenges. It builds the credibility needed to mobilize communities around a cause.

In turbulent political times, and in the more intimate work of health and healing, sincerity stands out as quietly revolutionary. It might not grab headlines, but its effects can be profound—rebuilding trust, fostering understanding, and nurturing genuine connections. While cynicism and distrust may seem ascendent in this moment, sincerity can be contagious. It is true that choosing sincerity can be a risk. It means, to some extent, being vulnerable, wearing our hearts on our sleeves. Yet, in the long-term, a sincere approach to the work of health stands to strengthen our efforts, broaden our coalition, and lessen the potency of some of the forces that are threatening health in this moment. These are outcomes we should, in all sincerity, pursue.

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Also this week

Thank you to the many colleagues who helped to produce the World Report on Social Determinants of Health Equity, 2025, which reviews the progress we have made in addressing global health gaps and the work we still must do to build a healthier world for all.

In Observing Science, with Michael Stein—the last essay of the series—thoughts on the costs and benefits of open access science.

Thoughts in The Lancet, with Steven Woolf and David Williams, on the potential effect of the Trump administration’s policies on health research in the US.