Brands Must Build Communities, Not Just Customers, Says Victor Gbenga Afolabi At NIMN Conference

Group CEO, Tech, Marketing, and Management Consultant, CEO at Hazon Holdings, Eko Innovation Centre & GDM Group, Dr. Victor Gbenga Afolabi has urged organisations to shift their focus from simply selling products to building communities where consumers feel connected, valued and represented.

Delivering a keynote address titled “Designing Markets with Communities, Not for Them” at a conference organised by the National Institute of Marketing of Nigeria (NIMN), Afolabi said the future of successful brands lies in building relationships rooted in community, culture and connection.

He noted that the traditional approach of asking how brands can get people to buy from them is changing, as consumers now seek deeper relationships with organisations that make them feel a sense of belonging.

“Markets are no longer built around products. They are built around people, people who want to be seen, heard, and to belong,” he stated.

According to Afolabi, declining trust in traditional institutions and advertising has created a new challenge for businesses. He explained that consumers increasingly rely on creators, peer recommendations and communities they identify with, making relevance more important than visibility.

He introduced what he described as the market equation, built around three key pillars: community, culture and connection. According to him, communities create trust, culture drives authenticity, while connection builds sustainable growth.

Afolabi urged businesses to adopt a more collaborative approach by designing products and experiences with consumers rather than assuming they already understand their needs.

“The future belongs to participation, not persuasion,” he said, adding that consumers can become co-creators, advocates, influencers and long-term partners when brands create room for involvement.

Using examples from businesses and cultural movements, he highlighted how organisations such as Guaranty Trust Bank, PiggyVest, Afrobeats and Arsenal F.C. have built strong communities around shared identities and experiences.

He explained that community-driven brands enjoy stronger loyalty because belonging influences what people buy, who they trust, the brands they recommend and where they choose to spend their attention.

Speaking on the Nigerian market, Afolabi described the country’s culture of relationships and social networks as a major advantage for businesses. He noted that Nigerians naturally rely on family systems, faith communities and professional networks when making decisions, creating opportunities for brands that understand these connections.

He challenged business leaders to rethink their approach by asking not only who their customers are, but what communities they are serving, what culture they reflect and how people can actively participate.

Afolabi concluded that while products may create transactions, communities create movements, culture creates relevance and connection creates long-term growth.