Chain Reactions Nigeria, a leading Public Relations Consultancy firm has unveiled the first ever bespoke Nigerian Youth Trends Report in Lagos. The report is an in-depth study of emerging trends amongst members of the Nigerian youth class aimed at helping both government and businesses understand the new cultural and behavioral patterns amongst Nigerian youth and how to engage with them.
The bespoke youth trends survey, conducted by TrendWatching UK, world’s leading consumer trends and insight research firm at the behest of Chain Reactions Nigeria, was conceived as a significant leverage initiative to help public and private sector organisations get into the heart of the youth class. The launch event for the report held on Thursday 12, November 2015 at the Protea Hotel, Ikeja was attended by a rich galaxy of industry leaders from across the music, media, sports, fashion, technology sectors as well as government and indeed from other sectors with need to engage with the Nigerian youth segment.
The event dubbed, “Naija Decoded” under the inspiring theme, “Unwrapping The Nu Natives”, had an impressive panel of discussants comprising Head, Youth Market Segment, Etisalat Nigeria, Elvis Ogiemwanye; Nigeria’s pace setting Pop Culture Strategist; Franklin Ozekhome; multiple award winning Nollywood Actor and Producer, Kunle Afolayan, EbonyTV Presenter, Lamide Akintobi, Brilla FM Sports Presenter, Babafemi Raji, Fashion Designer, George Tailor with a robust debate on emerging trends coordinated by leading On Air Personality, Toke Makinwa.
Speaking about the youth report initiative, Israel Jaiye Opayemi, Managing Director/Chief Strategist, Chain Reactions Nigeria, said the intent of the initiative is to change the way governments at all levels and indeed businesses in Nigeria see and engage with the Nigerian youth segment by offering them deep insights into the mindset and behavioural trends amongst Nigerian youth.
Explaining his company’s motivation for the partnership with TrendWatching UK, Opayemi said, “our interest in partnering with Trend Watching, United Kingdom to put this report together is a consuming passion to contribute to the broader development of knowledge about the Nigerian youth market and indeed the youth segment in Nigeria. The intent is to help public and private sector organizations gain a deep understanding of how best to speak to members of the youth class.”
Opayemi added, “The report is focused on the trends that are currently hip amongst those we now refer to as ‘NU Natives’, a new class of Nigerian youth that is not defined by geography, finance or society. The new native defines himself or herself and celebrates his or her afro-centric roots but he or she is still very technology savvy and worldly. The trends are illustrated with cross-industry innovations, insights from Trend Watching’s global spotters, and relevant statistics.”
Also speaking on significance of the initiative, Lola Pedro, Africa Regional Director for Trend Watching, United Kingdom expressed the company’s excitement about its first creative partnership in Nigeria saying, “ as Africa’s giant, Nigeria has always represented a market of great interest to us, both in the light of tracking the relentless stream of innovations stemming from the continent’s most populous country but also due to the vast strategic opportunities we believe we can uncover for forward-thinking organisations.”
She expressed her high optimism in the immense opportunities in the research space in Nigeria, saying, “despite the fact that this form of qualitative research is relatively saturated amongst best-in-class brands and agencies globally, the consumer insights sector is proportionately under-explored within Nigeria.”
Pedro further commended Chain Reactions Nigeria, saying “it has thus been inspiring to be able to conduct this first of its kind, Nigeria-specific youth trends research in collaboration with such a progressive, PR firm. Chain Reactions Nigeria epitomizes the future-focused mindset required to truly disrupt Nigeria’s consumer landscape by understanding today’s consumers and subsequently bringing about compelling profitable innovation opportunities.”
“As Trend Watching constantly seeks to maintain its global reputation for thought leadership, connecting with local, early adopters like Chain Reactions remains a thoroughly rewarding endeavour” she further said.
Speaking further on the importance of understanding trends to winning the minds of consumers and stakeholders, Opayemi said, what gave the All Progressives Congress victory in the last elections in Nigeria was not a huge budget but a clear understanding of how to draw insight from trends and develop a campaign strategy from same. “By insight into trends, we knew Nigerian youth love music and they love their celebrities. We knew this for a fact and we developed an influencer marketing strategy for the APC based on this insight. We knew the APC did not have the kind of financial war chest available to the ruling party. But we followed our trend inspired gut feeling and helped the APC assemble celebrities like Funke Akindele, Alabi Pasuma, Kalu Ikeagwu, Desmond Elliot and a galaxy of other northern celebrities and stars who accepted to feature in our voter registration campaign aimed at helping the APC mobilise members of the youth population to register for the elections. It worked!”
