Brands must earn trust, not just buy attention, NIMN tells marketers

R-L: Registrar/ Secretary to Council, National Institute of Marketing of Nigeria (NIMN), Thelma Okoh; Adajine Josaiah Omeiza (winner); Bolaji Junaid, Newman Nwachinemere Isaac (2nd position), President and Chairman of Council, NIMN, Dr. Bolajoko Bayo-Ajayi; Nzuruike Uchechi Jennifer (3rd position), representative of Tolaram Group, and Oluwafemi Adeniba, Chairman of the students conference.

NIMN 2: L-R: Council Members Adejoke Ishola, 2nd Vice President Dr Chidi Nwankpa, Mrs Benita Adelore, Immediate Past 2nd Vice President, Mr Walter Okafor, Mr Hope Gbagi, Dr Bolajoko Bayo-Ajayi President and Chairman of Council, Immediate Past President, President, Mr Idy Enang, Thelma Okoh, Registrar and Secretary to Council, Mrs Gloria Otakagu, Mr Ayoola Akomolafe and Ms Sandra Amachree at the National Institute of Marketing of Nigeria(NIMN) Annual Marketing Conference in Port Harcourt, Rivers State.

Mercy Iheoma Ihedigbo

National Institute of Marketing of Nigeria (NIMN) has unveiled a landmark consumer insight report showing that peer recommendations, community influencers and faith-based leaders now wield greater influence over consumers’ purchasing decisions than traditional advertising, signalling a major shift in Nigeria’s marketing landscape.

The revelation was made at the Institute’s 2026 Annual Marketing Conference held in Port Harcourt with the theme, “Community, Culture and Connection: Reimagining the New Market.” The conference brought together leading marketers, business executives, policymakers, academics and industry stakeholders to examine emerging trends shaping consumer behaviour and the future of brand engagement in an increasingly digital and fragmented marketplace.

The highlight of the conference was the presentation of the comprehensive consumer insight report jointly developed by the Lagos Business School (LBS) and NIMN.

Delivering the keynote address, the Deputy Vice-Chancellor (Academic) of Pan-Atlantic University, Prof. Uchenna Uzo, disclosed that despite prevailing economic challenges, Nigerian consumers remain highly aspirational, recording an average score of 7.5 out of 10 on the aspiration index.

He explained that the findings clearly indicate a dramatic shift in consumer trust, with people placing greater confidence in recommendations from peers, community leaders and faith-based influencers than in conventional advertising campaigns.

According to him, the development demands a fundamental rethink of brand strategies, urging organisations to prioritise authenticity, consistency and genuine engagement with consumers.
He stressed that consistency should no longer be viewed merely as a compliance requirement but as a strategic business imperative capable of building enduring consumer confidence and brand loyalty.

Speaking on the evolving marketing environment, NIMN President and Chairman of Council, Dr. Bolajoko Bayo-Ajayi, said the changing realities of the marketplace require greater professionalism, ethical conduct and accountability from practitioners.
She announced that the Institute would intensify enforcement of its statutory mandate by ensuring that every marketing practitioner operating in Nigeria registers with NIMN.

According to her, the move is aimed at eliminating quackery, raising professional standards and ensuring that consumer engagement is handled only by qualified and accountable professionals.

Industry experts who participated in the conference panel further reinforced the need for brands to embrace culture and community as strategic business assets.
Commercial Director of UAC Foods Limited, Dr. Ayo Awosika, argued that the brands that will dominate the next decade are those that become integral parts of the communities they serve rather than merely promoting products through advertisements.

Also speaking, the Director-General of the Delta State Capital Territory Development Agency, Chief Patrick Ukah, observed that the greatest challenge facing organisations is not a lack of knowledge but the inability to build meaningful connections with people.

Similarly, President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, stated that today’s consumers no longer purchase products alone but increasingly identify with the values, purpose and stories behind the brands they support.

As part of efforts to bridge the gap between academic learning and industry practice, the conference also featured the Tolaram Group-sponsored Student Marketing Conference under the theme “From Classroom to Marketplace.”
The competition brought together marketing students from institutions across the country to demonstrate practical marketing skills and strategic thinking.

At the end of the contest, Adajine Josiah Omeiza, a 300-level student of the University of Port Harcourt, emerged as the overall winner of the 2026 NIMN Market-Ready Marketer competition.
He received a cash prize of ₦150,000 alongside a fast-tracked employment contract with Tolaram Group, reflecting the Institute’s commitment to developing the next generation of marketing professionals.

The conference also concluded with the successful conduct of the Institute’s 2026 Council Elections during its Annual General Meeting.

The elections produced Dr. Yakasai Ibrahim Yusuf as First Vice President and Dr. Chidi Nwankpa Sylvanus as Second Vice President, alongside seven newly elected Council representatives.

The newly elected leadership is expected to consolidate ongoing reforms, strengthen collaboration between academia and industry, promote ethical marketing practice and position the Institute to play a greater role in Nigeria’s evolving economic and business environment.

As the marketing profession continues to adapt to changing consumer expectations, the conference concluded with a strong consensus that the future belongs to brands capable of building authentic relationships, embracing culture and earning trust through meaningful community engagement rather than relying solely on traditional advertising.