Lagos, Nigeria – The National Institute of Marketing of Nigeria (NIMN), in partnership with the Lagos Business School (LBS), has launched a new industry report aimed at helping brands navigate Nigeria’s rapidly evolving consumer and marketing landscape.
Titled “The New Rules of Relevance: Why Culture, Connection & Community Matter More Than Ever in Nigeria,” the report brings together research findings, market intelligence and strategic insights designed to guide marketing professionals and business leaders in building stronger consumer relationships.
The report, a collaborative effort between NIMN and LBS, seeks to bridge the gap between academic research and practical industry application by providing evidence-based strategies for achieving marketing excellence in Nigeria.
Speaking on the significance of the initiative, Onyinye Ikenna-Emeka, a business executive and commercial leader, described the report as a timely contribution to the marketing profession, noting that it offers valuable insights into emerging trends that are redefining how brands engage with consumers.
According to her, discussions at the launch explored the growing influence of culture in consumer decision-making, the increasing importance of influencer marketing, and the need for organisations to build vibrant communities that foster meaningful brand engagement.
She noted that one of the central themes of the report is the importance of building and sustaining consumer trust through authentic, relevant and relatable engagement.
“The session provided valuable perspectives on how marketing continues to evolve and why brands must focus on creating genuine connections with their audiences to remain relevant in an increasingly competitive marketplace,” she said.
Ikenna-Emeka also commended the leadership of Dr. Bolajoko Bayo-Ajayi, President of the National Institute of Marketing of Nigeria, and Professor Uchenna Uzo of Lagos Business School for championing the collaboration, describing it as an important step towards strengthening marketing practice through research-driven insights.
Industry stakeholders at the event expressed optimism that the report will serve as a valuable resource for marketers, business executives and organisations seeking to adapt to changing consumer expectations and drive sustainable business growth in Nigeria.
