Young Kenyans living in urban areas are sceptical about the efficiency of the government’s security services, the Brand Trust Report shows.
The report was conducted by Glass House PR and examined how the trust shapes the consumer behaviour, corporate reputation and public service delivery.
In the report, 26.1 per cent of the respondents rated security service poorly as the majority were skeptic in their responses.
“Kenyan consumers reward brands that are authentic, transparent, and human-centred. The future belongs to brands that do more than perform. They must stand for something,” Glass House PR CEO and founder Mary Njoki says.
However, the majority of Kenyans trust the public service in transport and education, but have no trust in the taxman, the Kenya Revenue Authority (KRA), in the wake of increased taxation by President William Ruto’s government.
The research also established that Safaricom is Kenya’s most trusted and most interacted-with brand among the youth in urban areas, with an 87.2% mention rate.
This has been attributed to its integration into daily life through M-Pesa, mobile data, and customer experience.
The report has identified Colgate, Equity Bank, KCB, Bolt, Uber, Kenya Tea Packers (KETEPA) and Soko among the popular brands.
Respondents who took part in the survey were tech-savvy Kenyans aged between 18 and 44 living in urban areas.