A collision of trust, innovation, and politics

"Building trust in innovation is critical and failing to do so can lead to skepticism, resistance, and missed opportunities for progress. It's imperative that we not only innovate but also communicate effectively, ensuring that advancements are understood, accessible, and aligned with the needs of Kenyans,” said Corazon Sefu Wandimi, Managing Director of Edelman Kenya.

The report acknowledges that when people feel in control of how innovations affect their lives, they are more likely to embrace them. These findings underscore a unique trust dynamic within an African context, presenting an unparalleled opportunity for stakeholders to harness this trust in forwarding technological and societal advancements. 

Restoring trust in the promise of innovation necessitates prioritising its implementation as much as the innovation itself; creating an environment for business to partner for change; integrating science with society; and giving people control over how innovation impacts their future.

READ MORE:    Download Full Press Release  


Explore the findings 


The Trust 10


NGOs most trusted on innovation integration  


76% of Kenyans trust NGOs to integrate innovation into society - putting them ahead of government (47% trust), business (70% trust) and media (66% trust).


Peers on par with scientists  


76% of Kenyans say they trust their peers to tell them the truth about new innovations and technologies, compared to scientists (74%), journalists (63%), business leaders (61%) and government leaders (37%).


GMOs rejected  


65% of Kenyans reject the growing use of GMO-based foods.


What does this mean for your business? 

Get in touch to learn more


The 2024 Edelman Trust Barometer is the firm’s 24th annual survey. The research was produced by the Edelman Trust Institute and consisted of 30-minute online interviews conducted between November 3 and November 22, 2023. Learn more >



Respondents / Country