Rebuilding Trust

In the wake of the #RejectFinanceBill2024 demonstrations in Kenya, the relationship between brands, NGOs, and the public has been put to the test. Organizations that advocate for policy change find themselves in a challenging position, balancing the need to engage with the government and the risk of public backlash against politicians who supported the finance bill.

The political climate in Kenya post-demonstrations makes it difficult for brands and NGOs to navigate their engagement strategies. The catch-22 is that while these organizations need to advocate for policy changes, they must also negotiate with the government, which often includes politicians who supported the finance bill and are currently unpopular with the public. Engaging too openly with these politicians can lead to public outrage, potentially derailing the intended activities and objectives of these organizations.

This situation is uncharted territory for both Kenyan politicians and the public. The best approach may be to adopt a wait-and-see strategy, observing how the political landscape evolves before making any significant public engagements. When engagement is necessary, it must be done strategically to avoid public rejection and ensure it does not harm the organization’s cause. Balancing public sentiment with effective policy advocacy is crucial in these times.

The recent events provide valuable lessons for brands and NGOs:

1. Transparency and Accountability: Publicly acknowledging any missteps, explaining their causes, and outlining preventive measures can help rebuild trust. This is especially important when the public perceives a failure to support democratic rights.
2. Engaging with Key Voices: Influencers and key community figures play a significant role in shaping public perception. Engaging with them proactively can help mitigate damage and rebuild confidence.
3. Aligning with Community Values: The younger generation in Kenya is quick to cancel brands that do not support their cause. Brands and NGOs must align with the values and expectations of young people to maintain their support and loyalty.

In times of social and political upheaval, brands and NGOs have a unique opportunity to stand with the people, champion their causes, and build deeper, more resilient relationships. By focusing on transparency, accountability, and genuine engagement, these organizations can transform crises into defining moments of solidarity and trust.

While the path forward is challenging, it is necessary for long-term success. Honest communication and a steadfast commitment to the community’s needs and values will be essential components of modern engagement strategy. The time to act is now, and brands and NGOs must take these lessons to heart as they navigate the political landscape in Kenya.