Trust is fragmenting, and turning inward across Africa

Trust across Africa is being reshaped by rising economic pressure, geopolitical uncertainty and rapid technological change. The 2026 Edelman Trust Barometer highlights a shift towards a more cautious and inward-looking mindset, where trust is no longer extended as easily beyond familiar circles.

Beneath this shift lies a growing imbalance. Trust in institutions is increasingly uneven, with income emerging as a key divide. Higher-income groups report stronger confidence in business, government, media and NGOs, while lower-income groups remain more measured, reflecting differing lived experiences and expectations.

These divides are making it harder for institutions to serve as shared points of reference. When trust is not held consistently, alignment becomes more difficult, slowing collaboration and limiting progress across markets such as South Africa, Kenya and Nigeria.

At the same time, attitudes towards difference are shifting. A significant proportion of people say they are hesitant or unwilling to trust those who differ from them in values, perspectives or background, signalling a broader move towards insularity.

The 2026 report explores how these dynamics are reshaping trust across institutions, workplaces and communities, and why trust brokering is becoming a critical role for business leaders looking to rebuild connection and enable progress.
 

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Top Findings

Methodology: The 2026 Edelman Trust Barometer is the firm’s 26th 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, 2025. Learn more >