NGOs Most Trusted To Integrate Innovation Into Society

The 2024 Edelman Trust Barometer Kenya report has revealed that Non-Governmental Organizations (NGOs) are the most trusted to integrate innovation into society with 76 percent of Kenyans trusting them. This puts NGOs ahead of business (with 70 percent), media (with 66 percent), and government (with 47 percent).

This improved trust in NGOs is attributed to a lack of confidence in other institutions, with a big percentage worried about government leaders, business leaders, journalists and reporters. Consequently, Kenyans are more inclined to trust their peers (76 percent) and scientists (74 percent) for truthful information about new innovations and technologies, even ahead of NGO representatives and other expert sources.

The report further states that 72 percent of Kenyans say if businesses partner with the government, they will trust them more with technology-led changes which emphasizes the need for businesses to collaborate with other stakeholders for change and for science to integrate with society through dialogue and engagement.

Alarmingly, 50 percent of Kenyans believe science has become politicised in Kenya, and 63 percent say that government and organisations funding research wield excessive influence over scientific endeavours. This perception contributes to a broader perception that innovation is mismanaged, with those perceiving poor management more likely to believe technology and society are changing too quickly.

“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.

When it comes to acceptance of innovation, 65 percent of Kenyans say that they reject the growing use of GMO foods, while the same percentage embraces green energy. Furthermore, Kenyans have overwhelmingly endorsed technical experts (85 percent), scientists (84 percent), and academics (83 percent) to lead the charge in implementing innovation, underscoring the need for these leaders to play a significant role in managing the introduction of new technologies.

This brings out the key importance of giving individuals control over their future when it comes to embracing innovation. 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.