Non-Governmental Organizations (NGOs) have emerged as the most trusted institutions in Kenya, according to the 2025 Edelman Trust Barometer: Kenya Report. The annual survey, conducted among 33,000 respondents across 28 countries, found that NGOs lead in public trust at 69%, followed closely by businesses at 68% and media at 63%.
In contrast, trust in government has dropped to 38%, marking a 4-point decline from the previous year.
The report also highlights a growing shift in public sentiment, revealing that 46% of Kenyans approve of hostile activism, as witnessed in the recent Gen Z protests. Hostile activism—defined as supporting one or more of the following actions: online attacks, spreading misinformation, threats or acts of violence, and property damage—is increasingly seen as a legitimate way to push for societal change.
This figure is 6 points higher than the global average and reflects deeper concerns about governance, economic inequality, discrimination, and misinformation, all of which continue to shape public perception.
Grievances
The data from the report also reflected 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:
