TRUST

Kenya: Report shows declining trust in government and the wealthy

By our African Marketing Confederation News Team | 2025

Trust in Government declines to 38%, while almost half of Kenyans approve of hostile activism as a means to drive change.

The 2025 Edelman Trust Barometer: Kenya Report, has highlighted a growing trust divide: NGOs (76% of respondents indicated trust in this institution), business (72%) and media (66%) maintained their trusted status.

Photo by Dio Hasbi Saniskoro from Pexels

However, Kenyans’ trust in government has declined to 38%, a four point drop from the previous year. 

 

The report from international PR company Edelman also highlights a secondary, but concerning, insight: nearly one in two Kenyans (46%) approve of hostile activism as a viable means of pushing for societal transformation. 

 

Edelman defines ‘hostile activism’ as approving of one or more of the following actions: online attacks, intentionally spreading misinformation, threatening or committing violence, and damaging property 

 

“This is six points 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 report’s authors note. 

 

A crisis of grievances  

 

The data reflects a deep feeling of grievance against key institutions. Eighty percent 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 six 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 of Edelman 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.” 

 

The 2025 Edelman Trust Barometer is the firm’s 25th annual trust survey. Globally, it surveyed more than 33,000 respondents across 28 countries. You can download the full Kenya report here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.