Conducted by the world’s leading consumer trends and insight research firm based in the United Kingdom and commissioned by Chain Reactions Nigeria, this trends report is regarded as an enabler for youth engagement.
Half of all Africans are under the age of 20, with those who are aged between 16-34 accounting for 65% of the entire continent's trillion-dollar consumer spending. This, in addition to being the fastest growing continent on the planet, is why leading Public Relations and integrated communications consultancy, Chain Reactions Nigeria unveiled the first ever bespoke Nigerian Youth Trends Report in an event held in Protea Hotel, GRA Ikeja, Lagos on Thursday 12, November 2015.
The Nigerian Youth Trends Report is an in-depth trend spotting study conducted by Trend Watching, world’s leading consumer trends and insight research firm based in the United Kingdom was commissioned by the Lagos based public relations consultancy.
This report contains a selection of trends that are changing the face of the youth consumer landscape across Nigeria. This report would enable businesses, brands, and government to understand the new cultural and social behavioral patterns amongst Nigerian youth and how to engage with them.
Speaking at the event, Israel Jaiye Opayemi, Managing Director/Chief Strategist, explained that the trends report captures a set of trends within youth segment in Nigeria, this will spark innovation for businesses and those managing public communication to enable them to understand how to better engage with the youth population”.
The event was also attended by Franklin Ozekhome, Founder Tink Africa and Lola Pedro, Africa Regional Manager of Trend Watching UK who were speakers and contributed immensely during the course event. Franklin emphasized on the importance of the youth population in Nigeria and Africa saying that, “it is too important a population to be ignored therefore the entire communication architecture that we will recommend to our clients would be based on insights and strategy” he said
Speaking on the partnership with Chain Reactions Nigeria, Lola Pedro explained that collaboration with Chain Reactions is a very interesting one. “We were glad to meet Chain Reactions Nigeria and hear how progressive the company was in their ideas about qualitative research and how to really tap into the consumer mindset and the consumer landscape. We decided to collaborate with Chain Reactions Nigeria. With the continent’s youth segment being such a hot topic, we encourage businesses to leverage some fresh trends in Nigeria to tap into that market segment.”
Head, Youth Segment, Etisalat Nigeria, Elvis Ogiemwanye commended Chain Reactions Nigeria for the novel initiative, “Events of this nature is obviously lacking in the industry and I think there is a need for us to create more intellectual forums like this where young people can come together and share ideas on current trends” he said.
Ozekhome added that “It’s important that brands are aware of trends as they occur over time so that they can develop sustainable products, services and platforms that will best benefit not just the youth market but the growing Africa consumer market. That is why Chain Reactions Nigeria came up with this laudable initiative, it is very important we understand what is happening now and in the future so that we can unbundle direct benefits both for the consumers, brands and even for ourselves as individuals.