A new consumer insight report released by the National Institute of Marketing of Nigeria (NIMN) and Lagos Business School (LBS) has found that Nigerian consumers are increasingly placing greater trust in micro- and nano-influencers than high-profile celebrity influencers, signalling a major shift in how brands should approach marketing and audience engagement.
The report, titled Community, Culture, and Connection: Re-imagining the New Market, examines changing consumer behaviour across the country and concludes that trust, authenticity and community influence now play a bigger role in purchasing decisions than celebrity endorsements alone.
Speaking at the report’s unveiling, Brandspur Brand News gathered that industry leaders described the findings as a timely assessment of Nigeria’s evolving marketplace, where consumers are becoming more intentional about the brands they support and the voices they choose to believe. The research encourages organisations to build stronger relationships with trusted community figures or develop their own brand communities instead of relying heavily on traditional influencer campaigns.
According to the study, the research was conducted through focus group discussions and interviews involving businesses and consumers across Nigeria’s six geopolitical zones, providing broad insight into changing market trends and customer expectations.
The findings also reveal a significant disconnect between marketers and consumers. While many marketing professionals believe they are effectively engaging their audiences, far fewer consumers share that view, highlighting the need for brands to involve customers more actively in product development, communication and decision-making.
Marketing experts involved in the project said the research was designed to address longstanding gaps in reliable consumer data in Nigeria by capturing real opinions and behavioural patterns rather than relying on assumptions.
The report further notes that modern Nigerian consumers are increasingly influenced by authentic stories, shared values and cultural identity, making credibility a critical factor for brands seeking long-term customer loyalty.
Developed through a collaboration between NIMN and Lagos Business School, the report is expected to serve as a strategic reference for marketers, advertisers and business leaders seeking to understand Nigeria’s rapidly changing consumer landscape and adapt their engagement strategies accordingly.
