Nigeria is ready for a major shift in how its markets are built and its brands grown, says Dr Victor Gbenga Afolabi, Group CEO Tech, Marketing, and Management Consultant and CEO at Hazon Holdings, Eko Innovation Center & GDM Group. Gbenga disclosed this in his keynote presentation at the recently concluded 2026 National Institute of Marketing of Nigeria (NIMN) conference held in Port Harcourt, Rivers state.
He argued that the future belongs to businesses that design with communities, not just for them. He said the old model of chasing attention through products and promotions is losing its grip. In its place, he described a new reality where people want to belong, be heard and be seen. For him, that makes community, culture and connection the real engines of relevance, trust and long-term growth.
He argued that Nigeria is especially prepared for this kind of market because of its deeply relational culture. In the country, decisions are often shaped by family, faith groups, peer circles, professional networks and social communities. That means trust does not begin with advertising alone; it grows through shared values, familiar voices and proven relationships.
Afolabi also pointed to the rising power of peer influence and community-led advocacy, noting that people are more likely to believe recommendations from those around them than from institutions. In his view, this makes relevance more important than mere visibility. A brand may be seen, he said, but if it is not culturally connected, it will not last.
He used examples such as Afrobeat, PiggyVest, GTBank and Arsena to show how culture and belonging can shape behavior, create loyalty and build movements beyond transactions. Afrobeat, he suggested, shows how culture can travel across industries. PiggyVest demonstrates how identity can drive financial discipline. GTBank’s ecosystem reflects the trust that comes from community participation, while Arsena shows how belonging can hold customers beyond a single purchase.
Afolabi’s message was clear: Nigeria’s market is not just ready for community-centric thinking; it is already built for it. The brands that will win are the ones that understand people as communities first, consumers second.
