Marketing professionals, business leaders, policymakers and academics have called for a fundamental shift in brand engagement strategies, declaring community influence, culture and authentic human connections as the new drivers of business growth in Nigeria’s evolving marketplace.
The call was made at the 2026 Annual Marketing Conference of the National Institute of Marketing of Nigeria (NIMN), held in Port Harcourt under the theme, “Community, Culture and Connection: Reimagining the New Market.”
A major highlight of the conference was the unveiling of a landmark consumer insight report jointly developed by Lagos Business School and NIMN.
Presenting the findings, Uchenna Uzo, Deputy Vice-Chancellor (Academic) of Pan-Atlantic University, revealed that Nigerian consumers remain highly aspirational despite prevailing economic challenges, recording an average score of 7.5 out of 10 on the aspiration index.
According to him, the report showed that peer recommendations, community influencers and faith-based leaders now wield greater influence over consumer purchasing decisions than traditional advertising channels.
He noted that the findings underscore the need for brands to rethink their engagement strategies and prioritise trust-building, while stressing that consistency should be treated as a strategic imperative rather than a compliance obligation.
Speaking at the conference, NIMN President and Chairman of Council, Bolajoko Bayo-Ajayi, said adapting to the changing market environment requires professionalism, ethical conduct and accountability.
She announced that the institute would intensify enforcement of its statutory mandate by requiring all marketing practitioners operating in Nigeria to register formally with NIMN.
According to her, the move is aimed at eliminating quackery, improving professional standards and ensuring that consumer engagement is handled by qualified and accountable practitioners.
Industry stakeholders also examined how brands can effectively navigate the new market reality.
Commercial Director of UAC Foods Limited, Ayo Awosika, argued that culture will become a key source of competitive advantage, noting that the most successful brands in the coming years will be those that authentically embed themselves within communities rather than merely advertising to them.
Director-General of the Delta State Capital Territory Development Agency, Patrick Ukah, emphasised the importance of meaningful engagement, stating that the real challenge facing organisations is not a lack of knowledge but a lack of connection.
Similarly, Ike Neliaku, President of the Nigerian Institute of Public Relations, said consumers increasingly align themselves with the values, purpose and stories represented by brands, rather than focusing solely on products and services.
The conference also featured the Tolaram Group-sponsored Student Marketing Conference, designed to bridge the gap between academic learning and industry practice.
Competing under the theme “From Classroom to Marketplace,” marketing students from across the country participated in strategic marketing exercises. Adajine Josiah Omeiza, a 300-level student of University of Port Harcourt, emerged as the overall winner and was crowned the 2026 NIMN Market-Ready Marketer.
He received a cash prize of ₦150,000 and a fast-tracked employment offer from Tolaram Group.
The conference concluded with the institute’s Annual General Meeting and council elections, which produced a new leadership team to drive NIMN’s strategic agenda.
Yakasai Ibrahim Yusuf and Chidi Nwankpa Sylvanus emerged as First and Second Vice Presidents respectively, alongside seven newly elected council representatives.
The new leadership is expected to deepen industry-academia collaboration, strengthen ongoing reforms and position NIMN for greater impact within Nigeria’s rapidly changing marketing and business landscape.
