By Aduragbemi Omiyale
Trust is one element some individuals and corporate organisations and even governments try to build because, without it, it will difficult to achieve believability.
When someone or an organisation cannot be trusted, there is trouble and for the government, it could spell doom as its policies would meet a brick wall, which could scare away investors and plunge the economy into crisis.
In Nigeria, the different administrations have struggled to build trust and this has left citizens to trust foreign organisations more than their government.
Are things getting better? The 2021 Edelman Trust Barometer Report seems to emphasise that no improvement has been made.
The survey showed that out of the four institutions of government, business, media and Non-Governmental Organisations (NGOs), Nigerians trust civil society organisations the most, with businesses coming second.
On the other hand, most Nigerians expressed distrust for the media and returned the lowest trust quotient in the world for government with 24 per cent.
Conversely, Nigerians overwhelmingly placed the highest trust in their employers and in the process revealed their expectations for CEOs and business leaders to be more pro-active in speaking out on societal issues (92 per cent) and driving positive change (79 per cent) rather than wait for government.
At the virtual unveiling of the report by Edelman and its exclusive Nigerian affiliate, Chain Reactions Nigeria, in Lagos on Tuesday, February 23, 2021, Mr Laolu Akande, the media aide of Nigeria’s Vice President, Mr Yemi Osinbajo, explained that the distrust of government is a result of Nigerians’ natural cynicism and the testy historical relationship between government and citizens.
“Distrust in government is not peculiar to Nigeria. However, the government does have the responsibility to up its game in communication, to demonstrate responsibility and responsiveness,” Mr Akande said, citing the acclaimed National Social Intervention Programmes, and the COVID-19 Survival Fund as some evidence of the President Muhammadu Buhari administration’s unprecedented responsiveness to Nigerians.
During the presentation of the report by the CEO of Edelman Africa, Mr Jordan Rittenberry, at the event themed Pandemic’s Ongoing Impact on Trust, a foremost journalist, Mr Reuben Abati, while speaking on the finding that Nigerians’ distrust the media, explained that the twin problems of ownership and unfavourable conditions of service combine to make newsmen themselves victims to various agendas.
“Absolute objectivity is utopian. How do you expect journalists to earn trust? It is really embarrassing these days with journalists denied salaries for maybe 10 or 12 months, while some blogs are becoming more authoritative than the mainstream media. And you find the mainstream media, even relying on blogs due to a lack of resources,” he submitted.
On NGO’s emergence as the most trusted institution, the Director, Women Advocates Research and Documentation Centre, Dr Abiola Akiyode-Afolabi, noted that “we have always been connected to the people as civil society organisations.
“And during the lockdown to curb the spread of COVID-19 last year, we mobilized against a number of issues and demanded accountability. Some organisations stood in place of government; in terms of palliatives, in terms of support. They went to areas the government couldn’t reach.”
Commenting on how institutions can further build trust, the Senior Director, Global Government Relations for Africa at Procter & Gamble, Temitope Iluyemi, identified inter-sectoral partnerships and communication.
“We believe in over-communicating. P&G adopted a two-way communication strategy, we held town halls and bottom-top meetings to provide credible information to our employees and take feedbacks.
“We also leveraged the use of data for our marketing strategies, and this translated into deeper connections with staff and customers.”
