2025 Edelman Trust Barometer Reveals Growing Public Grievance

The 2025 Edelman Trust Barometer: Kenya Report, the result of the annual survey conducted among over 33,000 respondents across 28 countries,has highlighted a growing trust divide: NGOs (76% of respondents indicated trust in this institution), business (72%) and media (66%) maintained their trusted status. However, trust in government has declined to 38%, a 4pt drop from the previous year.

The report highlights a critical, if concerning, secondary insight: nearly 1 in 2 Kenyans (46%) approve of hostile activism- (defined as approving of one or more of the following actions: online attacks, intentionally spreading misinformation, threatening or committing violence, damaging property)- as a viable means of pushing for societal transformation. This is 6pts higher than the global average, and aligns with broader concerns about governance, wealth inequality, fear of discrimination, and misinformation, which continue to shape public perception.

The Crisis of Grievances

The data reflects a deep feeling of grievance against key institutions. 80% of Kenyans worry that government leaders intentionally mislead the public, either by spreading falsehoods or making exaggerated claims. This alongside a surge in fears – rising significantly since 2021 – that journalists and business leaders also intentionally mislead the public.

Additionally, 61% feel that the wealthy do not contribute their fair share in taxes, further reinforcing frustration with economic disparities. This has led to a shifting landscape where people are seeking new avenues to express dissatisfaction and demand accountability.

Ultimately, 69% believe that legitimate influence comes from leaders understanding people’s needs and wants, rather than simply holding a position of power (55%).

Future Uncertainty and the Role of Trust

Beyond governance, only 53% of Kenyans believe the next generation will be better off compared to today, signalling growing uncertainty about the country’s future. Interestingly, among the nations surveyed, Kenya ranked in the top 6 most optimistic countries, surpassed only by the UAE, Indonesia, India, China, and Saudi Arabia.

Furthermore, 56% of Kenyans report that it is increasingly difficult to distinguish credible news from misinformation, raising concerns about the role of media in shaping informed discussions.

A Call for Constructive Engagement

Commenting on the findings, Corazon Sefu, Managing Director Kenya, emphasised the need for inclusive and transparent leadership to rebuild public trust:

“Trust is the foundation of a thriving society. Leaders have the opportunity to rebuild confidence by fostering transparency, engaging with communities, and ensuring that leadership decisions reflect the real needs of the people. Institutions that listen and act with integrity will be best positioned to bridge the trust gap and drive meaningful progress.”

She continued: “Even amid this rise in public grievance, Kenyans still trust in business overall – especially their employers – which puts these leaders in a unique position: helping their employees to navigate this increasingly polarised world.”

As Kenya navigates this evolving trust landscape, the report underscores the urgency for institutions to engage more effectively with the public—not just to boost confidence, but to ensure that activism remains constructive rather than divisive.

Other key findings from the 2025 Edelman Trust Barometer Kenya include:

Trust in AI: 67% of Kenyans trust artificial intelligence
Declining Trust in Employers: 77% of Kenyan employees trust their employer to do what is right
Concerns Over Discrimination: 77% of Kenyans worry about experiencing prejudice, discrimination or racism, highlighting a pressing societal issue that institutions must address to foster inclusivity and equal opportunity.
Business Gains Ethical Standing Since 2020, business has seen the highest increase in net ethical score across institutions in Kenya, reinforcing the public’s expectations for corporate leadership in driving positive change.
Media’s Credibility Under Scrutiny 60% of Kenyans believe that news organisations prioritise big audience attraction over delivering essential information, while 54% feel that news organisations care more about supporting an ideology than focusing on informing the public.
Trust in Global Institutions 73% of Kenyans trust the United Nations. Additionally, only 8 of 28 countries measured, including Kenya, expressed trust in the European Union.
Trust in International Businesses Companies headquartered in the UK and US lead in trust among Kenyans, with a 78% trust score each, compared to Saudi Arabia, where companies are only trusted by 45% of Kenyans.

About Edelman

Edelman is a global communications firm that partners with businesses and organisations to evolve, promote and protect their brands and reputations. With 6,000 employees across over 60 offices, Edelman develops communication strategies that build client confidence and stakeholder trust. The firm boasts an array of accolades, including PRWeek’s Agency Dynasty of the Past 25 Years and Global Agency of the Year (2023) and Cannes Lions Independent Agency of the Year for the Good Track (2024 & 2022). Recognised as a standout agency by AdAge (2023) and honoured with multiple Cannes Lions, including Titanium, Grand Prix and seven Gold Lions since 2021, Edelman consistently sets the industry standard. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Data x Intelligence (research, data), Edelman Smithfield (financial communications), and UEG (entertainment, sports and lifestyle).

About the Edelman Trust Barometer

The 2025 Edelman Trust Barometer is the firm’s 25th annual trust survey. The research was produced by the Edelman Trust Institute and consists of 30-minute online interviews conducted between October 25 and November 16, 2024. The 2025 Edelman Trust Barometer surveyed more than 33,000 respondents across 28 countries.

Published every January, the report covers a range of timely and important societal indicators of trust among business, media, government and NGOs, shaping conversation and setting the agenda for the year ahead. For more information, visit https://www.edelman.com/trust-barometer