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The 2026 Edelman Trust Barometer will reveal what’s driving belief, skepticism, and influence in today’s polarized environment, uncovering how leaders can bridge divides and use trust to drive growth, credibility, and impact.

Brand trust has shifted from societal purpose to personal relevance—today, consumers seek optimism, support, and emotional connection from the brands they choose.

The future is not in good hands, according to the 2024 Edelman Trust Barometer: Innovation in Peril.

In this captivating episode of Afri-Chats, our esteemed panel of seasoned Public Relations experts embarks on an insightful journey into the intricacies of Artificial Intelligence (AI).

South Africans are looking to business to strengthen the country’s social fabric during periods of polarisation.

With Kenyans placing trust in their employers, business leaders are faced with greater societal expectations which must be met if they are to remain relevant.

Edelman Africa is a leading Pan-African communications consultancy that partners with businesses and organisations to evolve, promote and protect their brands and reputations.

There is a long-standing idea across many African societies that a person does not exist in isolation, that identity is not self-contained but shaped, continuously, through others.