Nigerian workers working in government, business, media and non-governmental organisations say they trust employers in business to take the lead on change rather than waiting for the government to initiate it.
This finding was contained in the 19th Edelman Trust Barometer Survey Report unveiled by Edelman and its Nigerian affiliate and West African partner, Chain Reactions Nigeria, in Lagos.
Edelman Trust Barometer launched in 2001 is the annual global trust and credibility online survey conducted by Edelman Intelligence, the independent research arm of the Edelman global network.
Presenting the data, the Managing Director, Edelman Africa, Jordan Rittenberry, said, “Ninety-five per cent of respondents agreed that employers can create positive change in skills training, while 93 per cent said that CEOs can influence economic prosperity in Nigeria. 88 per cent agreed that their employers can create positive change in job creation while another 83 per cent believed in the ability of their employers to initiate positive change in discrimination.”
The survey conducted by Edelman Intelligence between October 19 and November 16, 2018, revealed that 72 per cent of the Nigerian respondents see their employers as a trustworthy source on the global economy while 58 per cent perceive business as a reliable source on technology.
Rittenberry added, “Fifty-eight per cent of respondents look to their employer to be a trustworthy source of information about social issues and other important topics on which there is not general agreement. A further 77 per cent believe that a company can take specific actions that both increase profits and improve the economic and social conditions in the communities where it operates.”
Rittenberry said that in Nigeria and nine other African countries included in the survey, “government is the least trusted institution while trust in media amongst the 10 African countries exceeds the global average of trust in media at 47 per cent. Business is the most trusted institution amongst the 10 African countries, while NGOs are trusted in six of the 10 African Markets.”
The other African countries surveyed in the 2019 Edelman Trust Barometer survey are South Africa, Egypt, Ghana, Kenya, Morocco, Coted’Ivoire, Ethiopia, Tanzania and Angola.
Speaking further, Rittenberry explained that for the media in Nigeria, search engines were the most trusted at 84 per cent followed by earned media (69 per cent), social media (64 per cent) and traditional media at 60 per cent.
Online media was the least trusted with 56 per cent.
Earlier in his welcome address, the Managing Director/Chief Strategist, Chain Reactions Nigeria, Jaiye Opayemi, affirmed that the importance of trust could not be over-stated, noting that trust played a key role in the last general elections and called on government to invest in its trust quotient.
“Trust is built by what we say as well as by what we do and so for a government like ours, perhaps this is an auspicious time for those who are responsible for managing the institutions of government in Nigeria to begin to think about investing in that asset of trust. My admonition to President Muhammadu Buhari and his Vice, Prof Yemi Osinbajo is to make a deliberate effort to earn the trust of Nigerians in their second tenure of four years.”
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