Search

Kenya Airways (KQ) has been in operation for over 40 years. As Kenya’s national carrier, it has a huge responsibility in shaping Kenya’s image and identity. ​ ​

In the 2022 Edelman Trust Barometer findings for Kenya, NGOs were rated as the most trusted institutions by 73% of Kenyans, ahead of businesses at 70%.

This week, Edelman South Africa released the local findings of the global communication firm’s 2022 Trust Barometer report, The Cycle of Distrust, revealing that 69% of South Africans surveyed have a tendency to distrust first – not believing information until they see evidence that something is trustworthy.  

The 2022 Edelman Trust Barometer has revealed a cycle of distrust spurred on by government and media institutions so it will be up to our most trusted institutions – business and non-governmental organisations (NGOs) – to rebuild confidence and stem the tide of misinformation. ​

For 21 years, Edelman has been studying trust in institutions to do what is right. The Edelman Trust Barometer Special Report: Climate Change looks at how trusted institutions are to address the climate emergency—and the specific actions each institution is expected to take.

Bradley Pulford, VP and Managing Director for HP Africa, recently spoke to Caryl Kolk, Group Account Director, Edelman Africa about the current state of Trust in technology.

As South Africa recovers from recent civil unrest, and grapples with continued inequality and an ongoing global health crisis, the private sector is going to have to double down on taking action to improve society, whether through direct intervention, speaking out or creating new partnerships.

In a world where trust in the media and government appears to be waning, it is understandable that people would turn to the leaders closest to them for vital information and support.

Following the launch of the 2021 Edelman Trust Barometer earlier this year, we saw that consumers expect a lot of the brands that they engage with.