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  Trust and the Crisis of Grievance

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Trust in Kenya is shifting

The 2025 Edelman Trust Barometer: Kenya Report highlights a growing trust divide, reflecting broader global trends.

While NGOs (76%), business (72%), and media (66%) remain trusted institutions, trust in government has fallen to 38%, marking a 4-point decline from the previous year. This mirrors a worldwide pattern where confidence in traditional institutions is under pressure, driven by concerns over leadership transparency, economic inequality, and misinformation.

A growing sense of public frustration is evident, with 46% of Kenyans approving of hostile activism—a rate 6 points higher than the global average. Concerns over governance, economic inequality, and misinformation continue to shape public perception, with 80% of Kenyans fearing government leaders deliberately mislead the public. Additionally, 61% believe the wealthy do not contribute their fair share in taxes, reinforcing economic grievances.

Despite this uncertainty, Kenya ranks among the top six most optimistic countries globally, with 53% believing the next generation will be better off. However, 56% of Kenyans struggle to distinguish credible news from misinformation, highlighting the need for responsible media. As institutions work to rebuild public confidence, business remains a uniquely trusted force. Leaders who prioritize transparency, engagement, and integrity will be best positioned to bridge the trust gap and drive meaningful progress in an increasingly polarized world.
 

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Majority hold grievances against government, business, and the rich

Seventy percent of Kenyans have a moderate or high sense of grievance, believing that government and business serve a select few, make their lives harder, and that the wealthy benefit unfairly from the system.

 

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Restoring trust and building optimism

 

 

1. Grievances must be addressed

The institutional failures of the last 25 years have produced grievances around the world, stifling growth and innovation in turn. To lead through this crisis, understand the economic realities of your stakeholders, champion shared interests, and create opportunities for optimism.

 

2. Business has a license to act

Those with a higher sense of grievance are more likely to believe that business is not doing enough to address societal issues. To navigate these expectations, understand where you have obligations, act on behalf of your stakeholders, and advocate for your organization.

 

3. Business can’t act alone

Business, government, media, and NGOs must work together to address the root causes of grievance and enable trust, growth, and prosperity. Invest in local communities, quality information, and job skills. Deliver results that benefit everyone fairly.

 

4. With trust, optimism eclipses grievance

When institutions can’t be trusted to do what is right, grievances fester and outlooks darken. To dissipate grievance and increase optimism, prioritize and rebuild trust across your organization and local communities.

Explore the findings 

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Top Findings

01

NGOs retain top ranking
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NGOs continue to be the most trusted institution in Kenya, with 76% trust, followed by business at 72% and media at 6%. This indicates a consistent preference for organizations perceived as serving the public good.

02

Government trust on the decline
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Trust in government stands at 38%, marking a 4pt decline from the previous year. A decline in government trust is observed across all income brackets, reinforcing a growing skepticism towards government as an institution.

03

High distrust in government leaders
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03

A staggering 80% of Kenyans worry that government leaders intentionally mislead the public by making false claims or exaggerated statements, pointing to deep-seated concerns about transparency and accountability.

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Insights

Press Releases

2025 Edelman Trust Barometer Kenya Reveals Public Grievance Reshapes Trust in Government, Business, and The Rich

February 28, 2025

Trust in Government declines (38%) while Kenyans approve of hostile activism as a means to drive cha...

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25 Years of Trust

January 14, 2025

Edelman has been at the forefront of understanding this intangible force of society, observing......

 

Methodology: 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. Learn more >

33,000
Respondents

28
Countries 

±1,150
Respondents/Country

This crisis of grievance must be solved

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