2025 Edelman Research Results

The South African Institute of Chartered Accountants (SAICA) is thrilled to announce that the 2025 Edelman DXI–Chartered Accountants Worldwide (CAW) Trust Survey has once again confirmed the CA(SA) designation as the most trusted Chartered Accountancy designation globally. This achievement builds on the strong foundation laid in 2023, when both SAICA and the CA(SA) designation were recognised as the most trusted worldwide in the same study.

In an era of global uncertainty, rapid digital disruption, and declining confidence in institutions, South Africa’s Chartered Accountants [CAs (SA)] continue to stand tall. This recognition, amid changing trust trends worldwide, marks a significant achievement for SAICA and its members, and is a strong affirmation of the profession’s enduring resilience - especially as we close a year defined by turbulence and change.

These shifts in trust mirror patterns affecting every professional body measured. Yet, despite this global recalibration, CA(SA) remains the most trusted designation in the world - underscoring a profession that has not rested on past successes but has continued to uphold rigorous standards, strengthen accountability, and demonstrate leadership when it matters most.

While SAICA, as an institute, recorded declines in certain key metrics in 2025, these shifts reflect broader patterns seen across every professional body surveyed, as global trust indicators increased from 81% to 83%. Importantly, the results remain statistically significant and reinforce a clear trend: despite global volatility, CAs (SA) continue to lead as the most trusted designation worldwide.

The decline for SAICA in certain key trust indicators aligns with the very foreseen areas that informed the transition to our new Target Operating Model implemented in the second quarter of 2025. This reaffirms that we have correctly prioritised and are actively investing in the capabilities required to strengthen, future-proof, and uphold the long-term trust and relevance of both the institute and the profession.

The 2025 survey, conducted across 10 markets with 1,725 senior finance decision-makers, highlights rising expectations for Chartered Accountants to provide ethical leadership, credible insights, and informed judgment in an era of volatility.

Here is a summary of the results:

Methodology and Sample

The research was conducted by Edelman DxI, an independent market research firm, in partnership with CAW.

• How: 15-minute online survey
• Who we spoke to: Financial decision makers (Director level or above)
• Where: England, Wales, Scotland, Northern Ireland, Rep. Ireland, Australia, New Zealand, Singapore [NEW since 2019], South Africa, Zimbabwe [NEW]
• When: Fieldwork was conducted between April and May
• Sample size: 1,725 total participants across 10 markets

• Trust ranking & gap
  1. Chartered Accountants = 83%; Accountants = 78% (–3 pts vs 2023) → designation gap now 5 pts, the largest since the study began.
  2. Profession ranking (top): Doctors (85%), Engineers (85%), Chartered Accountants (83%), Scientists (82%).

• Data integrity & misinformation
  • 3 in 4 organisations rely on Chartered Accountants to ensure data integrity (+6 pts vs 2023).
  • 81% say the role of CAs is more important given the growth of misinformation.
  • 85% say CAs help businesses adapt to new challenges.

• Adoption of AI on the human analysis advantage
  • 83% agree AI can process data, but CAs provide critical analysis for decisions.
  • ~70% of organisations have turned or intend to turn to CAs for AI-related budget, ROI, policy/controls, ethical adoption, and misinformation risk guidance.

• Purpose (ESG) widening performance vs. expectation gap
  • Importance of Purpose (ESG) climbs +4 pts; performance rises +2 pts → gap widens.
  • 82% see CAs as credible spokespeople on sustainability, DEI, and broader business issues (+13 pts vs 2023).

• Talent shortage pressure
  • The profession is widely admired (86% prestige; 81% would recommend pursuing CA), but 70% report a talent shortage affecting costs (77%) and compliance/financial risks (74%).

Trust is becoming a differentiator: Chartered Accountants are increasingly seen as more reliable, ethical, and aligned with public interest.

Professional bodies matter: Their rising trust score suggests that institutional affiliation enhances credibility.

General Accountants face reputational pressure: Declining trust may reflect concerns around standards, transparency, or relevance.

Market Relevance: Signals confidence in the profession, relevance, and value.

Trust levels vs 2023:

• Chartered Accountants (SA): 89% (down from 96%)
• Accountants (SA): 83%
• SAICA (as a professional body): 83% (down from 90%)
• Auditors: 72%

Drivers remain confidentiality, compliance, and transparency, with growing emphasis on “not letting external factors override professional judgement.” Performance is broadly stable, suggesting media controversies likely contributed to the trust dip rather than capability.

Role in resilience & AI

• 77% rely on CAs for strategic guidance; 85% see CAs vital in adapting to new challenges.
• Challenges relating to data accuracy and misinformation are a key concern for 82% of South African businesses.
• 87–83% recognise CAs’ essential role in AI/automation adoption and critical analysis.

Purpose (ESG) in SA

• ESG importance up, but performance–expectation gaps widened notably in ESG measurement/reporting (–11) and sustainable environmental practices (–10); DEI (–7).

Attractiveness & pipeline

• SA stakeholders strongly encourage careers in Accountancy (90%) and Chartered Accountancy (87%), yet 61% feel the qualification process is too challenging, and 80–81% call for modernising the image and upskilling in tech/AI/automation.

View the full press release