Young people trust NGOs less than older people, reveals survey by Esade and the PwC Foundation

Trust and legitimacy are cornerstones of NGOs, but these times of growing mistrust in institutions are proving to be very challenging for this sector. These are some of the findings of the report “Reforzar la legitimidad, la reputación y la confianza en las ONG” (Bolstering trust in NGOs, their legitimacy and reputation) by the Esade Institute for Social Innovation and the PwC Foundation about attitudes to the third sector in Spain. The study was presented today at an event attended by Lucía Carballeda, managing director de Edelman Spain; Pilar Orenes, director of the NGO Educo, and Isabel Buil, director of the Affinity Foundation.

The report reveals that people outside the sector rate their trust in NGOs with 6.5 out of 10, higher than institutions such as the media or government, but still far from the levels necessary to underpin their legitimacy. Furthermore, although 32% of respondents say they trust NGOs more than a decade ago, 23% say the opposite. By groups, women and older people trust NGOs more, whilst young people and men are more critical. In this respect, 42% of the professionals in this sector acknowledge the difficulty in appealing to young people and getting them involved.

The report points out that, despite these challenges, NGOs stand out on account of their ethics and social engagement: values that position them as key actors in dealing with major global challenges. According to Ignasi Carreras, director of the Esade-PwC Social Leadership Program, “bolstering the legitimacy of and trust in NGOs requires participatory management models, more transparent accountability and a genuine connection with the expectations of today’s society”. Marta Colomina, managing director of the PwC Foundation was clear that “today’s world of uncertainty and polarization is extremely challenging for NGOs”.

Main challenges in this sector

Today’s uncertain, polarized world poses critical challenges for NGOs. The report pinpoints the lack of funding as the obstacle that the NGO directors interviewed (61%) mentioned most often as regards enhancing trust in these entities, along with a lack of knowledge in general about their impact: 68% of people outside the third sector think that society knows little about what NGOs do.

Another major challenge is risk management. Only 19% of NGOs have an organized plan in this respect and this makes them more vulnerable to reputational crises. Although most NGOs publish financial information, only 14% conduct surveys about their reputation and brand.

The impact of social movements 

Meanwhile, a new challenge for NGOs has emerged: the onset of social movements that have redefined the expectations of citizens, who now call for more immediate, flexible and genuine models. Examples such as the general public’s response to the flash floods in Valencia illustrate how people tend to organize themselves independently or in informal networks, giving priority to direct action rather than the intervention of established entities. “Despite these trends, NGOs are essential for delivering sustainable, long-term services, as demonstrated during the Ukraine crisis. This new scenario obliges NGOs to redefine their role in order to safeguard their relevance and legitimacy, particularly when faced by social movements that raise awareness about issues such as climate change and human rights. Actively engaging in these causes not only heightens people’s perception of them as essential actors, but also gives them the chance to learn from activist movements, and to adopt innovative communication strategies and more effective forms of social mobilization,” said Ignasi Carreras.

The 5Cs model for boosting trust 

The Esade-PwC report proposes a 5C work model for bolstering trust in the third sector: competition, connection, credibility, communication and community. This approach emphasizes the need to adopt specific measures, e.g. measuring the impact of projects better, involving beneficiary communities in decision-making, ensuring greater financial transparency and developing communication strategies tailored to new generations. In this respect, some NGOs have already implemented innovative tools such as digital platforms and participatory planning, both of which help forge a more authentic, two-way relationship with their audiences.