Safaricom PLC has once again solidified its position as a continental powerhouse by being named Africa’s Most Admired Brand at the 2025 Brand Africa Awards, held earlier this week.
This marks the second consecutive year that the Kenyan telecommunications giant has claimed the top spot, highlighting its lasting impact, innovation, and relevance across African markets.
Established in 2010, the Brand Africa Awards recognize companies that are not only commercially successful but also make significant contributions to the continent’s development through innovation, service excellence, and social responsibility. The rankings are based on extensive independent research conducted across 32 African countries by GeoPoll, Kantar, and Brand Leadership, making it one of the most comprehensive consumer-led brand surveys on the continent.
“Safaricom’s consistent recognition across multiple categories is a reflection of its deep-rooted presence and purpose-driven strategy,” said Thebe Ikalafeng, founder and chair of Brand Africa. “It’s more than just a telecommunications company; it’s a brand that resonates with the aspirations of Africans.”
Brand Africa also commended Safaricom’s corporate social responsibility (CSR) efforts, including its environmental sustainability programs, education partnerships, and health initiatives. The company’s Sustainable Business Report highlights investments in clean energy, digital literacy, and social equity as part of its commitment to the UN Sustainable Development Goals. Initiatives include the Safaricom Foundation’s “Transforming Lives” program, which supports education for disadvantaged students, and the M-PESA Foundation Academy, which offers scholarships. The company also engages in health initiatives, such as providing medical camps and supporting healthcare facilities. Furthermore, Safaricom addresses environmental issues through projects aimed at energy efficiency, water recycling, and renewable resources.
Safaricom CEO Peter Ndegwa expressed that the recognition validates the company’s mission to transform lives. “We are honored to be named Africa’s most admired brand once again. This award belongs to every Safaricom employee, customer, and partner who continues to believe in our vision for a more connected and empowered Africa,” he said.
The 2025 Brand Africa Awards underline a growing trend in which African consumers increasingly value brands that deliver quality while driving positive change in their communities.
Safaricom’s recognition as Africa’s most admired brand, especially for the second year in a row, results from its strong performance in financial inclusion, digital transformation, and social impact initiatives. Key factors include the widespread adoption of M-PESA, the company’s innovative approach to financial services and digital solutions, and its commitment to social responsibility and sustainability.
Safaricom’s innovation pipeline is centered around customer-centric solutions, particularly in mobile data and M-PESA, with a strong focus on digital transformation and partnerships. The company invests in startups through the Safaricom Spark Fund and is developing new products and services related to financial technology (fintech) and e-commerce. Additionally, Safaricom is upskilling its workforce through initiatives like the Digital Academy and Safaricom Business School to adapt to a rapidly evolving digital landscape.
In addition to the prestigious title of “Most Admired Brand in Africa,” Safaricom also received four other accolades, including:
– Most Admired Brand in Telecommunications
– Most Admired African Brand Contributing to a Better Africa
– Most Admired African Brand Doing Good for Society and the Environment
– The Grand Prix Award for overall brand excellence, with an emphasis on sustainability and community impact.
These achievements come as Safaricom celebrates its 25th anniversary,a milestone that reflects not just longevity but also a remarkable trajectory of transformation. From its beginnings as a mobile service provider, the company has evolved into a leader in tech and digital services, spearheading innovations such as M-PESA, which has revolutionized mobile money and enhanced financial inclusion across Africa.
