Listen to story here
Traditional advertising is losing its dominance as Nigerian consumers increasingly rely on peer recommendations, community influencers, and trusted social networks when making purchasing decisions, according to a landmark consumer insight report unveiled at the 2026 Annual Marketing Conference of the National Institute of Marketing of Nigeria (NIMN).
The findings dominated discussions among business executives, policymakers, academics, and marketing professionals who gathered to examine emerging consumer trends and strategies for business growth in an increasingly fragmented and digitally connected marketplace.
Presenting the report, Prof. 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.
More significantly, the study found that trust-based relationships now play a greater role in influencing consumer behaviour than traditional advertising channels.
According to Uzo, recommendations from peers, community leaders, social influencers, and faith-based institutions carry more weight with consumers than conventional advertising campaigns, signalling a major shift in how brands must engage their audiences.
He urged organisations to prioritise consistency, authenticity, and customer trust if they hope to remain competitive in the evolving market landscape.
Speaking at the conference, NIMN President and Chairman of Council, Dr. Bolajoko Bayo-Ajayi, said the changing dynamics of consumer engagement require higher professional standards and stronger regulatory oversight within the marketing industry.
She announced that the institute would intensify enforcement of its statutory mandate by ensuring all marketing practitioners operating in Nigeria are duly registered with NIMN.
According to her, the move is aimed at eliminating quackery, strengthening professional accountability, and enhancing consumer confidence in marketing practices across the country.
Industry experts at the event also highlighted the growing importance of culture and human connection in building successful brands.
Commercial Director of UAC Foods Limited, Dr. Ayo Awosika, argued that the most successful brands of the future will be those that become genuinely integrated into the communities they serve rather than merely advertising products to them.
Echoing similar sentiments, Director-General of the Delta State Capital Territory Development Agency, Chief Patrick Ukah, noted that the greatest challenge facing organisations is no longer access to information but the ability to create meaningful connections with their audiences.
President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, said consumers are increasingly aligning themselves with brands whose values, purpose, and stories resonate with their personal beliefs.
The conference also focused on developing future marketing talent through the Tolaram Group-sponsored Student Marketing Conference.
Under the theme “From Classroom to Marketplace,” students from tertiary institutions across Nigeria participated in strategic marketing competitions designed to prepare them for industry realities.
Adajine Josiah Omeiza, a 300-level student of the 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 opportunity with Tolaram Group, reflecting the institute’s commitment to bridging the gap between academic learning and professional practice.
The event concluded with the 2026 NIMN Council Elections held during the Annual General Meeting.
Dr. Yakasai Ibrahim Yusuf and Dr. Chidi Nwankpa Sylvanus emerged as First and Second Vice Presidents respectively, alongside seven newly elected council members who will help drive the institute’s strategic agenda.
The new leadership is expected to deepen collaboration between academia and industry, strengthen professional standards, and position NIMN to play a more influential role in Nigeria’s evolving economic and business landscape.
