5 takeaways on trust in NGOs to manage new innovations and technologies 

For 20 years, the global communications firm Edelman has studied the influence of trust across government, media, business, and nongovernmental organizations (NGOs). Based on an online survey of 32,000 respondents in 28 countries conducted in November 2023, the 2024 Edelman Trust Barometer Global Report found low levels of trust in these institutions’ ability to manage “new innovations and technologies.”  

The innovations and technologies mentioned in the survey are: green energy, such as biofuels, liquid hydrogen, and wind and solar power; artificial intelligence, including machine learning, natural language processing, and generative AI; gene-based medicine, such as mRNA vaccines, gene splicing, and gene therapy; and genetically modified foods. According to the report, a majority of respondents who believe that innovation is poorly managed thought that society is changing too quickly and not in ways that benefit people like them.  

Here are five takeaways about global trends in the public’s trust in NGOs: 

1. Respondents in 12 countries trust in NGOs ‘to do what is right’ 

More than 60% of respondents said they trusted NGOs “to do what is right” in 12 out of 28 countries: India, Kenya, Nigeria, China, Thailand, Malaysia, Indonesia, the United Arab Emirates, Singapore, Mexico, Saudi Arabia, and South Africa. In China, however, the level of trust in NGOs fell significantly from the previous year. Respondents in six wealthier nations—the Netherlands, South Korea, the United Kingdom, Sweden, Germany, and Japan—fewer than half of respondents trusted NGOs. 

By comparison, business was trusted in 15 countries and distrusted in two. The media was trusted in nine nations and distrusted in 15, while government was trusted in eight nations and distrusted in 17. 

2. NGOs are seen as more ethical than business, media, or government 

Survey results in 25 countries (excluding China, South Korea, and Thailand) showed that NGOs were more likely to be seen as ethical than were business, the media, or government but less likely than business to be seen as competent. Government was least likely to be seen as ethical or competent. When asked whom they trust to tell the truth about technology and innovation, respondents ranked scientists and “someone like me” as equally trustworthy, while they were neutral about NGO representatives and company CEOs and distrusted journalists and government leaders. 

3. Low-income respondents don’t trust institutions to integrate innovation into society 

When asked whom they trusted to introduce innovations into society, ensuring they are safe, understood by the public, beneficial, and accessible, respondents overall were neutral on business, NGOs, and government but distrusted the media. Low-income respondents, however, expressed distrust of NGOs, government, and the media, while high-income respondents expressed greater trust in NGOs and business. 

4. Two in five respondents say innovation is poorly managed 

On average, respondents around the globe were nearly twice as likely to say that innovation is poorly managed (39%) than to say it is well managed (22%). This trend is consistent across low-income, middle-income, and high-income respondents; men and women; and those ages 18 to 24, 35 to 54, and 55 and older.  

Perceptions of innovation varied by country, however. Among 24 countries, respondents in the United States were the most likely to say innovation was poorly managed than to say it was well managed (56% vs. 14%). Respondents in Nigeria were least likely to say innovation was poorly managed (24%), and those in Saudi Arabia were most likely to say it was well managed (37%). 

5. Listening to the public is essential to increasing trust in NGOs 

The top three actions respondents said would increase trust in NGOs as “good managers of change” were to “aid the vulnerable” (79%), “hear our concerns, let us ask questions” (78%), and “help people keep up” (78%). Listening to the public’s concerns and inviting questions was also among the top demands for business (82%), government (82%), and media (81%). 

The survey also found that respondents globally were more likely to accept innovations such as green energy, AI, gene-based medicine, and GMOs if the innovation were vetted by scientists and ethicists and if they had control over the innovation’s impact, were confident that it would be regulated effectively, and knew that it would lead to a better future. 

“When people feel in control over how innovations affect their lives, they are more likely to embrace them, not resist them,” the report notes. The report also explores how, while many respondents agree that scientists are essential to the acceptance of innovation, many are concerned that politics has too much influence on science, while government lacks the competence to regulate new technologies effectively. 

This piece is part of a regular feature where Candid insights shares key takeaways from a new research report to encourage a more data-driven approach to the sector’s work. Leave a comment to recommend a report for an upcoming feature. 

Photo credit: Jacob Wackerhausen via Getty Images