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The 4th annual Edelman Trust Barometer Special Report on Trust and Health reveals a transformational shift happening between the public and who they trust with their health.

A global skincare brand once released an advert across Nigeria, Ghana, Senegal, and Cameroon featuring a household-name celebrity applying a body lotion that visibly lightened her skin.

Edelman Africa is proud to announce the expansion of its presence into Nigeria through a partnership with long-standing advisor and leading integrated communications company, The Holding Opinion and Public (THOP).

Today, Edelman Africa launched its Regional Advisory (ERA) team, comprised of senior industry veterans and communications advisors spread across North, East, West, Central and Southern Africa to assist existing and potential clients build their businesses and navigate the continent.

Opinion-editorial by Karena Crerar, Chief Executive Officer at Edelman Africa

South Africa was one of only two countries holding elections to see a significant increase in overall trust, but fears of job insecurity are steadily rising.

Trust in Government declines (38%) while Kenyans approve of hostile activism as a means to drive change (46%).

The 2025 Edelman Trust Barometer reveals a complex trust landscape across Africa, with Kenya showing optimism amid institutional distrust, South Africa experiencing a rare rise in government trust, and Nigeria seeing a notable 4-point increase in overall trust.

In South Africa, trust in the energy sector is on the rise, with growing confidence in green energy solutions.