Beyond the headlines: Why Global Trust in News is Rising – and Why That Matters
for years, the narrative surrounding news has been relentlessly negative: declining trust, accusations of “fake news,” and a general erosion of faith in journalistic institutions. However, a closer look at recent data reveals a surprising and crucial trend – trust in news is not universally declining. In fact, it’s demonstrably increasing in many parts of the world. This shift, particularly noticeable as the start of the COVID-19 pandemic, deserves attention, not just for the health of the media industry, but for the preservation of informed democracies.
This article, born from our work at AKAS (addy Kassova Audience Strategy Ltd), dives into the data, explores the reasons behind this counter-narrative, and explains why continuing to perpetuate the myth of declining trust is perilous.
A Decade of Two Trends: The Pandemic as a Turning Point
The last decade hasn’t been a simple story of decline. Between 2015 and 2020, trust in news presented a mixed picture. Some sources showed dips, while others experienced gains.
However, the landscape dramatically shifted in 2020. Since then, major sources consistently demonstrate stable or increasing public trust in news. This isn’t anecdotal; it’s backed by robust data.
* The 2025 Edelman Trust Barometer reported a record-high average trust in media of 52% across 28 countries.
* The Reuters institute’s 2025 Digital News Report (DNR) confirms this upward trend globally.
Nordic Nations Lead the Way: A Model for Trust
The most striking examples of rising trust are found in the Nordic countries.
* Finland: 67% of adults trust news most of the time - an 11 percentage point increase since 2020.
* Denmark: 56% trust news regularly, with a 10 percentage point jump as 2020.
These aren’t isolated cases. Professor Rasmus Kleis Nielsen of the University of Copenhagen points to three key factors underpinning this success:
* High Interpersonal Trust: Nordic societies exhibit generally higher levels of trust between people.
* Strong Institutional Trust: There’s a greater baseline of faith in institutions, including the media.
* Limited Social Media Reliance: Fewer people rely on social media as their primary news source.
Nielsen emphasizes that consistent usage fosters trust. “People tend to trust outlets they routinely use,” he explains. This highlights the importance of established relationships between publishers and their audiences.
Beyond Europe: Rising Trust in Africa
The positive trend isn’t limited to Europe. Significant increases in trust are also being observed in Africa.
* Nigeria: 68% of adults trust the news regularly.
* Kenya: A remarkable 65% trust news,representing a 15-percentage point increase since 2020.
Pamella Sittoni, Public Editor at The Nation Media Group in Kenya, attributes this rise to several factors:
* Credible, Independent Media: A history of strong, privately-owned media outlets relatively free from state control.
* Informed Youth: A growing population of educated young people who actively verify information from social media with trusted traditional sources.
* Declining Trust in Other Institutions: A decrease in faith in government and religious organizations has led people to turn to the media for reliable information. “The media has become the key purveyor of truth,” Sittoni notes.
Why This Matters: Protecting Truth and Democracy
The persistent narrative of declining trust in news is not only inaccurate, it’s actively harmful. It:
* Undermines Public Faith: Continually telling people they shouldn’t trust the news erodes their ability to make informed decisions.
* Fuels Authoritarian Agendas: Discrediting independent media is a key tactic used by authoritarian regimes to control information and suppress dissent.
* Hinders informed Discourse: Without a shared understanding of facts,constructive dialog becomes impossible.
While news organizations must continually strive for improvement, the blanket claim of declining trust is demonstrably false.
Moving Forward: facts Over Fear
We must resist the temptation to amplify negative interpretations and instead focus on the facts. Supporting independent
