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.
Johannesburg, South Africa – Out of 13 surveyed countries that saw changes in government leadership last year, South Africa is one of only two to see a significant, positive shift in trust. This has been revealed by the 2025 Edelman Trust Barometer South Africa Report: Trust and the Crisis of Grievance, the result of the annual survey conducted among tens of thousands of respondents across 28 countries.
“The establishment of the Government of National Unity (GNU), a more stable power supply, and a cautious optimism surrounding the capabilities of government and business is likely the reason for this increase in trust. But it remains to be seen if this upward swing can be maintained in the face of 2025’s global macro-economic and geopolitical challenges,” says Chief Executive Officer at Edelman Africa, Karena Crerar.
The data revealed between 2024 and 2025, that across the globe elections failed to significantly improve trust in the average of the four main institutions: Business, Government, Media, and NGOs. However, South Africa and Argentina were the only exceptions out of the list of surveyed countries, with the former experiencing a 4-point increase in trust over the past year.
Business and NGOs remain the most trusted South African institutions, with 68% and 63% of survey respondents indicating they trust these two institutions respectively. The media remains less trusted at 46%. However, while trust in government has suffered in recent years, this year’s data noted a 7% increase in government trust to 36%, a notable shift upward.
This increase could be attributed to the establishment of the GNU, a coalition of 10 political parties – including the previous ruling party – that has promised to drive inclusive growth, reduce poverty, and build a capable, ethical, and developmental state.
However, this rise in overall trust across the four main institutions is tempered by concerning findings around high levels of grievance against Business, Government, and the Rich. 71% of South Africans (10% higher than the global average) hold a moderate or high sense of grievance believing business and government serve only a select few, business and government actions hurt me, that the system favours the wealthy, and the rich are getting richer.
Job Security Concerns Steadily Rise
Despite modest economic growth last year, 73% of employed South Africans still cited a looming economic recession as the greatest threat to their job security. Job insecurity concerns were higher than the global average, with anxiety around international trade conflicts, foreign competitors, and new technologies fuelling these fears.
Meanwhile, only 38% of South Africans believe the next generation will be better off, highlighting a lack of optimism for the future.
“The rising cost of living, recent aid cuts to South Africa, and the general global economic outlook could see these concerns continuing to rise in the coming year. That is, unless the most trusted stakeholders, such as the private sector and NGOs, collaborate to find new solutions to the country’s economic and unemployment challenges. Dozens, if not hundreds, of local business leaders have already joined the Business 20 (B20) task teams meant to tackle these exact concerns in the build up to the G20 summit. We can take comfort in the fact that innovative new solutions will emerge from these task teams over the course of the year,” says Crerar.
The Path Forward: Tackling Grievance Head On
The report’s findings suggest the institutional failures of the last 25 years have produced grievances not only in South Africa, but across the world, and these need to be addressed directly. Because those with high grievances were less likely to trust, businesses, government, the media, and NGOs must work together to address the root causes to enable trust and deliver results that benefit everyone equally.
“Despite these heightened levels of grievance, South Africans still trust in their employers, which gives them permission to work towards quelling the fears around job insecurity, building trust by providing quality information, and increasing optimism,” says Crerar.
“Real world insights like these can assist institutions in gaining a nuanced understanding of their stakeholder environment, ensuring they can build communications programmes with trust at the core,” she concluded.
Other key findings from the 2025 Edelman Trust Barometer South Africa Report include:
- Trust in Employers: 78% of South Africans trust their employer to do what is right
- Hostile Activism: 4 out of 10 South Africans see hostile activism (attacking people online, threatening or committing violence, intentionally spreading misinformation, or damaging public property) as a way to drive change.
- Concerns Over Discrimination: 77% of South Africans worry about experiencing prejudice or discrimination, highlighting a pressing societal issue that institutions must address to foster inclusivity and equal opportunity.
- Concern Over Credibility of News Sources: 65% of South Africans say it is becoming harder to tell if news is from a respected media or an individual trying to deceive people.
- Greater Grievance means less Trust in AI: Only 36% of South Africans who indicated high grievance said they were comfortable with the use of AI in business, with only 41% of the highly aggrieved saying they trust AI overall.
About Edelman
Edelman is a global communications firm that partners with businesses and organisations to evolve, promote and protect their brands and reputations. With 6,000 employees across over 60 offices, Edelman develops communication strategies that build client confidence and stakeholder trust. The firm boasts an array of accolades, including PRWeek’s Agency Dynasty of the Past 25 Years and Global Agency of the Year (2023) and Cannes Lions Independent Agency of the Year for the Good Track (2024 & 2022). Recognised as a standout agency by AdAge (2023) and honored with multiple Cannes Lions, including Titanium, Grand Prix and seven Gold Lions since 2021, Edelman consistently sets the industry standard. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Data x Intelligence (research, data), Edelman Smithfield (financial communications), and UEG (entertainment, sports and lifestyle).
About the Edelman Trust Barometer
The 2025 Edelman Trust Barometer is the firm’s 25th 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, 2024. The 2025 Edelman Trust Barometer surveyed more than 33,000 respondents across 28 countries. Published every January, the report covers a range of timely and important societal indicators of trust among business, media, government and NGOs, shaping conversation and setting the agenda for the year ahead. For more information, visit https://www.edelman.com/trust-barometer