The festive season is a time for families and friends to come together, share special moments, and have tons of fun! This year is particularly unique as many have been living apart, and connecting with family and friends matters more than ever before. But, what’s a festive celebration across Africa without music and dance? On Friday, 4 December, Boomerang will release the last four songs from the second edition of the Boomerang Tunes playlist, sung in English, Pidgin English, and Swahili.
New Boomerang songs, made in Africa for Africa, bring moments for kids to share this festive season – www.brandspurng.com
Kicking off the fun fest is Fuhara, a Swahili composition by Hugh Davidson and Nekoye Ommeh. Hugh and Nekoye are both accomplished artists in their own right: For the last fifteen years, Hugh has been writing and recording music professionally and has also performed in and produced for bands during this time.
“I had a blast! It’s really fun being more playful with music. There was also the added benefit on working on songs in isiZulu and isiXhosa, so I got to work on my language skills a bit more as well,” commented Hugh. Nekoye Ommeh is a Kenyan artist and academic who has showcased her work in different corners of the world and launched her debut album entitled ‘Baba Speaks’ in 2010. “These new Boomerang Tunes are really sweet and authentic, and it has been a whimsical experience creating them in conjunction with Boomerang in location-specific languages, allowing more and more kids across Africa to play and learn in their mother tongue,” added Nekoye.
On the 11th and 18th of December, Boomerang will launch Best Friends(Nigerian Pidgin English) and Going to School (English), composed by African music sensation Zinnia Basame. Zinnia stated, “Working on the Boomerang Tunes project felt like going back to kindergarten and learning how to be a kid all over. It took me on a journey to the softest part of my heart, and that felt really nice. It was great working on it.” The ‘Overload’ hitmaker, who is of Cameroonian and Nigerian descent, is no stranger to the world of arts, coming from a musical family.
Her mega-hit produced by Nigerian artist and vocal coach, Muno, has bagged five awards across the continent. “Language is definitely a compass when seeking to respectfully navigate different people and cultures, so yes I truly believe these are major steps in representing Africa’s diversity,” Muno says.
To close off the festive marathon, and in the spirit of togetherness, My Big Family, composed by South African, Thendo Emmanuel Ramulondi, will launch on 27th of December. “Working on the songs was challenging, but exciting at the same time,” explained Thendo.
“The challenging part was to put myself in a child’s shoes and to create something fun and happy in line with Boomerang’s vision. But knowing that the music I’m creating had the potential to make some children happy was fulfilling.” The music bug hit Thendo, who is an electrical engineer by trade, at the age of 10 when he was first introduced to keyboards. The versatile Thendo now composes radio jingles and score music for storybook readings and has also become a household name in the South African gospel scene.
Following the successful launch of the first four songs in isiZulu, isiXhosa and English in September, the new fun, playful, and easy to remember sing-along melodies, performed by local five to seven-year-old kids singing the tunes in their authentic languages, will be added to the playlist on Boomerang’s YouTube channel and website from Friday, 4 December.
The COVID-19 pandemic has created major financial challenges for businesses and consumers alike. As money management becomes increasingly digital, fintechs play a pivotal role in helping to restore and rebuild the global economy. To provide increased support for the ecosystem, Visa (NYSE: V) today announced two new components of its fintech Fast Track program:
1. A rich Partner Toolkit to help fintechs accelerate their growth and better serve their customers.
2. A certification program called Visa Ready for Fintech Enablers, which makes it easier for fintechs to quickly connect with certified partners for digital issuance and other key services.
Visa Expands Fast Track Program to Enable Next Generation of Fintechs to Rebuild the Global Economy – www.brandspurng.com
Fintech leaders around the world are increasingly choosing to work with Visa across key categories including digital wallets, digital banking, ‘Buy Now, Pay Later’, B2B payments, cross-border remittance, bill payments, payments infrastructure, and person-to-person payments. Recent examples of fintechs partnering with Visa include Sparkle, PayPal, Stripe, Wallet Africa, Kuda Bank, Arca, Paga, ZappGroup and, Chipper cash among many others.
With the expansion of Visa’s industry-leading Fast Track program, fintechs are armed with the tools to become category winners. Fast Track participation has grown 360% year-over-year, and Visa has welcomed hundreds of fintechs who are actively engaged in the program.
“It’s thrilling to see fintech partners utilize our programs and network to digitize financial services and improve the lives of the consumers and businesses they touch,” said Otto Williams,CEMEA Vice President, Head of Strategic Partnerships, Fintech & Ventures, Visa. “Through the Fast Track program, we’re providing fintechs with a simple set of tools to bring their products to life. The resources we provide, such as online licensing and card design, have helped make Fast Track the leading program for fintechs.”
Introducing the Fast Track Partner Toolkit
Visa has introduced a Fast Track Partner Toolkit designed specifically for fintech partners who onboard with the program. The toolkit was created to accelerate a company’s growth and provides extraordinary access to Visa’s experts in strategy, marketing, design, risk management, and more. Through the toolkit, partners can leverage educational resources like payments boot camps to help upskill a company’s knowledge of the industry, tap into key strategic resources to craft customized benchmarking studies and utilize Visa’s online card design tools to help build and launch a card into market quickly.
Powering the Digital Issuance Journey with Visa Ready
Visa Ready certification for “Fintech Enablers” is designed to help technology companies build and launch payment solutions that meet Visa’s global standards around security and functionality. These companies are in turn helping fintechs around the world build their own products by providing the solutions and expertise they need to get up and running.
Available today, Visa Ready for Fintech Enablers establishes a certified ecosystem of partners who are experts in the capabilities fintechs need to launch and operate products effectively on the Visa network. Recently, the Visa Ready program has added new partners from across the globe— from Sao Paulo to Singapore. New certified processing partners include BPC Radar Payments (Global), Conductor (LAC), FIS (Global), Global Processing Services (GPS)(Global), i2c (Global), Marqeta (Global), and NovoPayment (LAC, NA). Similarly, Visa has certified BIN sponsors across the world that help stand up programs for fintechs including Dock (LAC), Nium (APAC, EU), Railsbank (APAC, EU)and Sutton Bank (NA).
Fast Track Experiences
Of the hundreds of global companies now part of the program, some of the most recent innovators to join Fast Track include:
Digital Wallets: Working with companies likeCareem, LINE Pay, PalmPay, Razer, and VIPPS, Visa is expanding access to digital payments by meeting evolving consumer preferences for managing their money – and transforming some formerly closed-loop systems limited to certain geographies or functionalities into open ones, giving users greater choice, security and utility.
Advancing Financial Inclusion and Social Impact: Ensuring that consumers and businesses in all parts of the world have access to the financial tools and products to improve their lives is core to Visa’s mission. Companies like CapWay are helping to bring underrepresented communities access to digital payments, while SoLo Fundsaims to provide affordable loans for Americans who live paycheck to paycheck.
X1 andMPOWER Financingare pioneering new methods of extending credit to demographics like undergrads and international students, while Tomorrow aims to bring change to the mobile banking sector through its commitment to climate protection, sustainability and economic change. Daylight is a digital bank focused on improving the financial lives of the 30M LGBT+ in the U.S. and the first fintech to focus specifically on the LGBT+ community.
B2B Payments: Visa is transforming B2B payments, a segment that represents $120 trillion in opportunity[3], in its work with Fast Trackmembers in every corner of the world, including: Airwallex,Checkbook.io,GMO-Payment Gateway, and Payhawk.
Digital Currency Advancement: Visa is working closely with companies likeBlockFi, Crypto.com, eToro Money, Fold, Ternio.io, Zap and ZenGo to connect digital currencies and its existing network of 61 million merchants.
New Enablement Partners: Fast Track is made possible due to collaborations with enablement partners who lay the foundation for fintechs to build their products. Announced today, Galileo, i2C, and Peoples Trust, are becoming part of Fast Track in Canada, joining a class of over 25 enablement partners around the world.
Professional roller-skater Nigerian born British Tinuke’s Orbit (aka Tinuke Oyediran), age 27 years has broken the record for most cartwheels on roller skates in one minute with 30 and the most spins on e-skates in one minute with 70 in celebration of Guinness World Records Day 2020.
Polo Avenue, Nigeria’s foremost luxury fashion destination, has received exclusive rights to retail Gucci Ready-to-Wear clothing in Nigeria. Polo Avenue has so far successfully established itself as the gatekeeper for luxury brands in West Africa.
Star Radler premium tasting beer has just unleashed the next best antidote for thirst with its double refreshment offering. The flavoured alcoholic beer unveiled its new look and new red fruit variant this October.
The Ministry of Tourism, Arts and Culture has designed an eligibility form for the 1 billion seed capital released by the Lagos State government in order for interested practitioners to have access to the fund.
While the International Monetary Fund acknowledges the damaging recession effects of Covid-19 in Africa the economic outlook for the continent remains optimistic, as the introduction of technologies brings with it accessibility and exposure to economic and personal finance possibilities.
The Economist Intelligence Unit’s Worldwide Cost of Living (WCOL) index, which this year reports the prices of 138 goods and services in about 130 major cities as at September 2020, has risen by just 0.3 points on average over the past year.
As part of continued efforts to upskill and empower women across underserved communities in Nigeria, Coca-Cola’s women empowerment programme tagged “Catalyst for Change” has seen the graduation of another set of 1000 women from the third tranche of the programme organized in the Ogijo, Ikorodu area of Lagos State.
Coca-Cola Nigeria Limited in partnership with Karis and Eleos Foundation is on a journey to empowering 5,000 women in Nigeria. With over 2,600 women trained and empowered so far, the Ogijo community in Ikorodu was not left out of the success story of the Catalyst for Change programme.
Building on a unique and diverse product portfolio across HDD and flash, Western Digital (NASDAQ: WDC) today announced a suite of new NVMe SSDs for enabling next-generation, data-centric architectures for data centres, industrial IoT, automotive and client applications.
Dangote Sugar released its 9M’20 financial statements showing remarkable growth in both topline and bottom-line figures. The company’s Q3 revenue grew 55% y/y to ₦57.3 billion, translating to a 9M’20 figure of ₦160.5 billion and a growth rate of 37% y/y (Vetiva estimate: ₦145.3 billion).
Since the market launch in 2015, around 60,000 examples of the Mercedes-Maybach S-Class have been delivered worldwide. In 2019, with around 12,000 units, more Mercedes-Maybach S-Class cars were sold than ever before. Alongside China, which experienced a double-digit growth rate, the main sales markets in recent years have been Russia, South Korea, the U.S. and Germany.
The new Mercedes-Maybach S-Class is poised to continue this success story. It combines the high-tech solutions of the recently presented Mercedes-Benz flagship model with the exclusivity and tradition of Maybach. The 7-inch longer wheelbase compared to the Mercedes-Benz S-Class entirely benefits the rear. Thanks to standard Executive Seats, the rear section becomes a comfortable working or resting area. They are complemented by exclusive details such as large areas of trim on the rear of the front seats and between the two rear passengers. The Mercedes-Maybach S-Class will go on sale in the U.S. in mid-2021.
“With the new Mercedes-Maybach S-Class, we are emphasizing the progressive, modern approach of its exclusive product portfolio shortly before the 100th anniversary of Mercedes-Maybach automobiles,” says Dirk Fetzer, head of Mercedes-Maybach product management.“As they did then, today’s customers have high expectations of their exclusivity and individuality, elegant design and a first-class standard of finish, all based on the very latest technology. Especially with respect to comfort, safety and design, the new Mercedes-Maybach S-Class has unique selling features in the hotly contested luxury segment.”
The Mercedes-Maybach S-Class (length/width/height: 215.3/75.6/59.4 inches) is a classic three-box sedan. Distinguishing features at the front include the distinctive hood with a chrome fin and the Mercedes-Maybach radiator grille. This is highly recognizable by its vertical, three-dimensional trim strips. The wordmark MAYBACH is elegantly integrated into the chrome surround of the grille.
The rear doors are wider than those of the brother models, and the C-pillars feature a fixed quarterlight. Exclusivity is emphasized by the Maybach brand logo on the C-pillar. On request, the Mercedes-Maybach S-Class can be equipped with electrically operated comfort rear doors and the exclusive appearance can be enhanced by a two-tone paint finish with dividing line. This is applied by hand according to the highest quality criteria.
The interior: generous space and great comfort in the rear
The interior of the Mercedes-Maybach S-Class is based on the completely new interior design of the Mercedes-Benz S-Class. The sculptured look of the dashboard, centre console and armrests appears to float above an expansive interior landscape.
Five display screens are equipped as standard, including a 12.8-inch OLED central display as a high-tech control centre and a 12.3-inch 3D driver display with a three-dimensional representation of other road users and pronounced depth and shade effects.
The distinctive look of the driver display in ‘Exclusive’ mode underlines the special status of the Mercedes-Maybach: the surrounds of the dial instruments are in the brand colour rose gold.
This colour is also used for the active ambient lighting–the animated LED light band with intelligent comfort and safety functions. With rose gold white and amethyst glow, the active ambient lighting now has two new colour themes. The “Welcome Rear” entry display welcomes passengers with a special light show. Adaptive rear lighting has its premiere in the Mercedes-Maybach. This follows the wishes of the occupants in several respects: as well as the brightness, the size and position of the light spot can be adjusted. There is also a wide adjustment range between precise working light and relaxing lounge light
There is plenty of classic luxury on board, too: new features include the large areas of trim on the front seats. High- quality wood surrounds encase the rear of the front seat backrests. With the available Executive Rear Seat Plus package, a similarly striking area of trim is positioned between the two rear passengers.
The 7-inch longer wheelbase compared to the Mercedes-Benz S-Class entirely benefits the rear. A comparative overview of the key dimensions:
Mercedes-Maybach S-
Class (Z 223)
S-Class (V 223)
Overall length
in
215.3
208.2
Overall width
in
75.6 (with seamless door handles)
76.9/75.6 (with seamless door handles)
Overall height
in
59.4
59.2
Wheelbase
in
133.7
126.6
A clear indication that the owner of the Mercedes-Maybach S-Class will typically be found seated in the rear is the standard-fit Executive seats on the left and right. The occupant is able to adjust the seat surface and backrest of the Executive seat independently. Using the footrest on the front seat and the electrically extending leg rest creates a continuous, comfortable reclining surface for a pleasant sleeping position. The adjustment travel of the leg rest has been extended by approximately 2 inches compared to the preceding series. The massage function of the calf rest and neck/shoulder heating in the rear are additional new comfort features.
The infotainment system MBUX (Mercedes-Benz User Experience) is even more personal and intuitive to use.
The second generation of MBUX (Mercedes-Benz User Experience), first introduced in 2018, debuted in the new S- Class. The unique feature of MBUX is its networking with a wide range of vehicle systems and sensor data. Brilliant displays, in part with OLED technology, make the control of vehicle and comfort functions even easier. The possibilities for personalization and intuitive operation have become far more extensive.
Refined engine design for efficient power delivery
The engine of the Mercedes-Maybach S-Class comes from the Mercedes-Benz portfolio and is in part electrically assisted. Electrification is by an integrated second-generation starter-generator (ISG). This provides a boost of up to 21 hp, facilitates efficient “gliding” when driving at constant speed, makes the start/stop experience even more comfortable and the drive system more efficient overall. All-wheel drive is always standard equipment.
The 9G-TRONIC transmission was developed further and adapted for the ISG. The electric motor, the power electronics and the transmission cooler have now moved into or onto the transmission. In conjunction with ISG it was possible to eliminate the entire two-piece belt drive, as an electric refrigerant compressor is used. This means that even when the engine is not running (start/stop and gliding phases), the interior can be efficiently and comfortably climatized.
Suspension: comfortable setup with surprising agility
The AIRMATIC air suspension with continuously adjustable damping ADS+ is standard equipment. Using DYNAMIC SELECT, the driver is able to individually modify the characteristics of the powertrain, ESP®, the suspension and the steering. The selection is made using a control at the lower end of the central display. DYNAMIC SELECT has a dedicated MAYBACH driving mode, which focuses entirely on ride comfort.
Standard rear-axle steering improves maneuverability in dense city traffic. This reduces the turning circle by up to 7 feet (almost two meters). Customers have a choice between two variants depending on the wheel selection: 4.5° and 10° rear-axle steering. Instead of 43 feet (13.1 meters), the turning circle is then 40 or 36.7 feet (12.2 or 11.2 meters).
The fully active E-ACTIVE BODY CONTROL suspension (optionally available next year) on a 48 V basis uses a stereo camera to scan the road ahead, and smooths out undulations. It also gives additional protection in the event of a lateral collision, as it raises the vehicle level. It can reduce the loads acting on the occupants because it directs the impact forces towards, particularly resistant structures in the lower area of the vehicle.
Acoustic comfort: extraordinarily quiet and low in vibrations
The new luxury sedan further improves the exemplary NVH (noise, vibration, harshness) performance of the new S-Class generation. The extended NVH measures mainly benefit the rear section. For example, additional absorbent foam is installed in the area of the rear wheel arches. The additional, fixed triangle windows in the C-pillars have thicker laminated glass, as they are in close proximity to the heads of rear passengers. Noise-optimized tires with foam absorbers are available on request.
Active road noise compensation is used by the company for the first time. The system reduces unwanted low-frequency noises using counter-phased sound waves. The bass speakers of the Burmester® High-End 4D Surround Sound system are used for sound reproduction.
Safety: more protection before and during accidents
Especially in the Mercedes-Maybach S-Class, particular attention has always been paid to rear passenger safety. During severe frontal collisions, the innovative rear airbag included as standard can considerably reduce the loads acting on the heads and necks of seat belt wearing occupants on the outer rear seats. In the Mercedes-Maybach S-Class, passengers in the rear of a sedan have the benefit of an automatic belt extender for the first time. It is an indirect invitation to fasten the belt, and also makes the process more convenient. The belt extender is integrated into the adjustable backrest of the Executive seat, and therefore always in the right position for the passenger.
In day-to-day driving, new and extended assistance systems relieve driver stress as the situation requires when adapting the vehicle speed, controlling distance, steering and changing lanes. This enables the driver to stay alert for longer, and reach the destination more safely and comfortably. When danger threatens, driver assistance systems can respond according to the situation and mitigate the severity of possible collisions, or even avoid them.
The brand: defining the luxury of the future for 100 years
Mercedes-Maybach is a byword for luxury that constantly reinvents itself. On the basis of a historically evolved understanding of luxury and superlative quality, Mercedes-Maybach has always redefined the luxury of the future. More than ever before, Mercedes-Maybach now stands for “sophisticated luxury.” The brand combines the top-class technology of Mercedes-Benz with the exclusivity and elegant luxury of MAYBACH.
The new Mercedes-Maybach S-Class follows a unique tradition of exclusive prestige models by the Mercedes-Benz and Maybach brands. Maybach Motorenbau GmbH presented its first automobile at the Berlin Automobile Exhibition in 1921: the Maybach Model W3 with coachwork by Auer in Cannstatt.
In 1930, the Mercedes-Benz 770 “Grand Mercedes” (W 07) was presented, and in 1938 this was replaced by the W 150- series model of the same name. In the 1950s the brand made a comeback in the luxury segment with the Mercedes- Benz 300 (W 186 and W 189). The next high-prestige model arrived in 1963, with the Mercedes-Benz 600 (W 100). The luxurious Pullman Limousines of the S-Class 140 series (presented in September 1995) and 220 series (from 2000) continued this tradition into the new millennium.
In 2002, the then DaimlerChrysler AG revitalized one of Germany’s most exclusive automobile brands with the Maybach luxury sedans of the 240 series. And in 2014 the S-Class of today’s Mercedes-Maybach brand celebrated its premiere with the 222 series. This set new standards with the Mercedes-Maybach S 600 Pullman (2015) and the S 600 Pullman Guard (2016).
The Deputy Governor, Dr. Kadri Obafemi Hamzat stated this during a courtesy visit by the FAO Country Representative in Nigeria, Mr. Fred Kaferro, in his office at Ikeja, emphasising that the collaboration will ensure the State’s coconut production significantly improves and the attendant value chain bolstered.
He noted that the FAO, being a research-based organisation, will visit coconut sites in the State to take a sample of the soil and coconut, determine the variety and make recommendations to the government on issues such as the replacement strategy and production processes among others.
According to Dr. Hamzat,
“The collaboration will be technical in nature, it will enlighten us on how to plant our produce. It is not only about growing coconut but what you do to process it, how do we make it edible for people in various forms? So FAO will assist with that and even with the production itself. As we all know, there are different varieties of these cash crops. The FAO will also be meeting the local farmers to educate them about planting and harvesting period”.
“The collaboration will not be in a mechanistic model because we have to take locations into consideration. What is applicable in Lagos might not be applicable in Niger State, so FAO will be able to guide us appropriately”,he added.
The Deputy Governor urged the citizens to explore the inherent opportunities in the sector, stressing that the coconut value chain presents real opportunities for those who are interested.
Earlier in her remarks, the Commissioner for Agriculture, Ms. Abisola Onasanya stated that harnessing the potentials of the coconut sector across its value chain in Lagos State is a key element in achieving the agenda of making Lagos a 21st Century Economy.
She disclosed that the development of the subsector will ensure sustainable food security, economic development in terms of generating revenue, improving the standard of living and local economy of Lagosians through employment and wealth creation opportunities as well as the overall environmental impact in mitigating against climate change and global warming.
The Country Representative of the Food and Agriculture Organisation in Nigeria, Mr. Fred Kaferro, commended the Lagos State Government on its commitment towards improving the food and agriculture sector.
He disclosed that the organisation will provide the needed technical assistance to tap into the opportunities of employment benefits in production and distribution in the coconut value chain.
Kaferro added that agriculture and its entire value chain require partnerships, especially as coconut produces great opportunities for income generation in different segments of the society.
Gateway Mortgage Bank Limited, an Ogun State-owned financial institution, has opened a new branch in Sagamu in the state.
This is the 4th branch, after the existing Mowe and Ota branches, as well as the corporate headquarters in Abeokuta.
Speaking at the opening ceremony, the Ogun State Governor, Prince Dapo Abiodun reiterated that the opening of the new branch in Sagamu, one of the major business hubs in the State, is in line with his administration’s strategic efforts to improve on housing, road and other infrastructure.
“The Gateway Mortgage Bank must exceed expectations by supporting individuals and businesses for the development of Ogun State”, he enthused.
Gateway Mortgage Bank Limited is a Primary Mortgage Bank (PMB) fully owned by the Ogun State Government. It was established and licensed by Central Bank of Nigeria (CBN) in 2005 and commenced Mortgage business in February 2006. The Bank was subsequently accredited by Federal Mortgage Bank of Nigeria (FMBN) to access National Housing Fund loan.
Gateway Mortgage Bank is currently a member of Nigeria Mortgage Refinancing Company (NMRC), an association, where Mortgage Bank Refinancing Mortgage facility with for a cheaper interest rate and for a long term.
Gateway Mortgage Bank is among the few Mortgage Banks in Nigeria that issue their customers ATM Card and also render Mobile Internet services.
The 2020 edition of the prestigious Women in Marketing and Communications Conference/Awards, WIMCA, the first virtual special edition and the fourth edition which held November 13, 2020, via the Hibrid/Zoom platform has set the agenda for female marketing professionals in Nigeria in the quest to advance their careers.
L-R: Dr Tola Bamigbaiye-Elatuyi, Executive Director, Marketing HS Media Group; Omobolanle Victor-Laniyan, Head of Sustainability, Access Bank Plc and WIMCA Awardee; Yetunde Adegbite, Managing Director, Posterscope Nigeria and Joshua Ajayi, Convener, WIMCA at the 2020 Women In Marketing and Communications Conference/Awards (WIMCA) held at Hibrid Studio, Lagos recently – www.brandspurng.com
The special edition which held virtual online and at a physical ‘Hibrid’ location had various experts and leaders in the Nigerian marketing Communication Industry as participants and resource persons who dissected the theme for the occasion which is “Better the Balance in the Brands and Marketing Communications Industry.”
Convener of WIMCA 2020, Joshua Ajayi while welcoming physical and virtual participants to the event had explained that the theme of the International Women’s Day (IWD) Celebration commemorated every March has always informed the theme of WIMCA, and this year was no different.
Further explaining the rationale for the event, Ajayi revealed that this year’s WIMCA topic is exploring how women can navigate through the tough terrain to shatter the glass ceilings to attain their potential professionally, especially in the IMC industry. “As usual, women continue to encounter challenges when it comes to advancing in the workplace—and in many facets of society. Some of these challenges include Flexible Work Arrangements (FWAs), the issue of equal remuneration or equal pay, bias which is an issue women continue to deal with at the place of work, and advocacy, among others.”
L-R: Joshua Ajayi, Convener, WIMCA; Ayodele Otujinrin, Head of Marketing, West Africa, Godrej Consumer Products Limited; Pheobe Dami-Asolo, Customer Marketing & Commercial Manager, The Coca-Cola Company and Amaechi Okobi, Group Head, Corporate Communications, Access Bank at the 2020 Women In Marketing and Communications Conference/Awards (WIMCA) held at Hibrid Studio, Lagos recently- www.brandspurng.com
Victor Afolabi, Group Managing Director of GDM Group was the keynote speaker of the conference and he spoke on the general theme where he admonished brand custodians and marketers to always ensure that women are always made the fore focus of marketing strategies as they are economically empowered to make purchase decisions.
He noted, “according to research, globally, women control over US$20 trillion of the total consumer spend as they wield an influence of over 80% in buying decisions. They spend more time than men daily making economic decisions for their families — from consumer goods to services. These women hold crucial purchasing power. In fact, 50% of products marketed to men are purchased by women.”
The event also featured two highly interactive panel discussions which had some of the best minds in the industry as panellists. The first which is geared towards providing a mentorship platform for young and prospective professionals as well as igniting the potential in women towards attaining enviable heights in marketing and management is titled “Leveraging Data Science for Effective Engagement of Female Consumers.”
The session had the event keynote speaker joined by Ifeoma Dozie, Director of Marketing and Communications, SSA, Mastercard (virtual presence) and Dr Tola Elatuyi, the Executive Director of Marketing, Hs Media Group. Bukola Akingbade who is the Founder/CEO, Kucheza Gaming was sensational in her role as the session moderator.
L-R: Victor Afolabi, Group Managing Director, GDM; Bukola Akingbade, Founder and CEO at Kucheza Gaming; Dr. Tola Bamigbaiye-Elatuyi, Executive Director, Marketing HS Media Group and Joshua Ajayi, Convener, WIMCA at the 2020 Women In Marketing and Communications Conference/Awards (WIMCA) held at Hibrid Studio, Lagos recently.
In her contribution, Dr Elatuyi explained the relationship between data analytics and data science in relations to marketing. “Data analytics, helps marketers in understanding what happened in the past. It helps you understand the ‘why, what, when, where and how’ of consumers actions in the past. With this information, you are better informed and know where the gaps are and of course where the opportunities are. Data science on the other hand is predictive data.
“Meaning it is a kind of data that tells you if a customer bought this item, they are likely to purchase this other item. With data science which is predictive, marketers are able to think of product management and innovation. It shapes the way the brand thinks, the way we are communicating and the way we are packaging products even to the way we put our products on the shelves,” she explained.
Responding to the Moderator’s question on the place of digital in marketing to women and how Mastercard is engaging the female consumers in this digital age, Ifeoma Dozie decried the dearth of women in the fields of science, technology, engineering and mathematics especially cybersecurity and artificial intelligence. According to her, the last two are the hottest tech fields today, but unfortunately, women make up less than 20% of the professionals in this field today. She further noted, only 1 in 20 girls opt to take a STEM-based career.
She, however, added, “MasterCard is cultivating young tech enthusiasts as parts of our signature platform called Girls for Tech. This is a fun and engaging curriculum built around global science and mathematics. And we have made a commitment to reach 1 million girls globally by 2025 with this programme.
“Our second step is at the product stage, by creating the right solution. We asked ourselves, are our products and services meeting the actual needs of women? Do we have insights that can help us incorporate women’s experiences into the design and innovation process? As a payment technology leader with global insights, we have invested significantly in understanding women’s financial priorities and mapping out these priorities across different stages. So, we are committed to designing and developing a world with both women and men in mind. Because creating a better world for women creates limitless opportunities and possibilities for us all.”
The second session was themed “Each for Equal: Navigating Through Tough Terrains.” It had Ayodele Otujinrin, Head of Marketing, West Africa, Godrej Consumer Products Limited; Amaechi Okobi, Group Head, Corporate Communications, Access Bank; Nkiru Olumide-Ojo, Author/ Founder, Lighthouse Women’s Network and Ilyas Kazeem, Marketing Director, Eat ‘N’ Go Limited (last two participated virtually) as discussants. The session was moderated by Pheobe Dami-Asolo, Customer Marketing & Commercial Manager, The Coca-Cola Company.
In her contribution, Ayodele explained that beyond the workplace, there are internal factors from the family as well as the society that make it hard for women to go far professionally. She explained that Based on upbringing, women are expected to be noticed and not heard. Women have been programmed by society to be demurred, domesticated to fit into the role of the housewife.
She advised that for women to advance in their careers, they need to be more aspirational beyond the need to get married and raise a family. “We need to rise up to battle out our challenges. Women need to be more aspirational. Personally, my upbringing was different as a daughter of a single mother. Like Kamala Harris who says she eats ‘No’ for breakfast, I have had to find my way competing with every other person on an equal pedestal.” She further advised women to better themselves by going for training among other things.
Amaechi, in his summation, explained that Access Bank is an equal opportunity employer where men and women are judged by their performance rather than by gender. “At Access Bank, we don’t think of men and women in the traditional sense. Access Bank is a bank where we are driven purely by performance. So, as long as you are performing, you will rise. Equal pay is a norm at Access Bank as males and females occupying similar positions earn the same thing. Also importantly, we have the Access Women Network at Access Bank. What this does is that it gives women an opportunity to be mentored, supported and essentially encouraged.”
Advising other brands and organisations on building workplaces and culture that women can better thrive in, he advised. “For other industries and organisations to step up the game, you have to be concerted in your effort. You can’t just wish it; you have to put policies and initiatives in place to drive this. It’s key that even when these things are in place, they are followed, they are tracked and there is accountability.”
However, he added, “The end goal should be, there would be a time when there will be no women’s day, or an award for the first woman to do something. It shouldn’t have been a big deal that Kamala Harris is the first female Vice President of the US or that we have first women to do exceptional things in the banking industry. These women are just exceptional in what they do and it should not be a big deal. Until we get it in our heads that these are just human beings trying to drive excellence, we are just getting there.”
For Nkiru Olumide-Ojo, a woman’s work is not done until she has pulled up lots of seats for other women to also seat with her on the table. “I am irritated at the fact that women are always being the ‘first of it’ and very few of them are pulling the seats for other women.” She advised that to pull the seat for others, women should be respecter of other women. They should encourage other women to see their potential, help them self-correct and provide mentorship and sponsorship. She explained that sponsorship is advocacy and advocacy is getting people to change policies to ensure there is equity in terms of equal pay, positions, etc.
Ilyas noted that it is important for women to know that they should not expect to grow in their career just because of their gender. He, however, advised organisations to ensure there is enough capacity development in terms of functional equities. “Being in that role, you need to be an expert. Everybody should know that irrespective of gender, you know what you are doing. You know the numbers, you know the history, place of ideas, etc. Personal growth, among others. That gives you authority to hold your position.”
Just after the thought leadership sessions, organisers of WIMCA recognized and rewarded outstanding women who have contributed to the growth of the IMC industry as well as corporate organizations who have contributed to the growth of women in the country at large.
WIMCA 2020 Winners
Remarkably, in the individuals’ awards category and in the fast-moving consumer goods category, Victoria Uwadoka, Corporate Communications Manager, Nestle Nigeria Plc was awarded the outstanding female corporate communications professional of the year.
Similarly, in the fast-moving consumer goods category, Bunmi Adeniba, Marketing Director, Home Care, Ghana and Nigeria, Unilever Nigeria emerged the outstanding female marketing professional of the year.
Also, in the financial technology category, Cherry Eromosele, Chief Marketing Officer, Interswitch Limited emerged the outstanding female marketing professional of the year.
Meanwhile, Chineze Amanfo; the Lead, Public Relations, 9mobile was awarded the outstanding female corporate communications professional of the year (in the IT &Telecoms category).
Temitope Jemerigbe, Managing Director, DKK & Associates Limited emerged the outstanding female creative advertising professional of the year.
Similarly, Nike Odutola; General Manager, Southern Africa, X3M Ideas Limited was awarded the emerging female creative advertising professional of the year for her remarkable performance.
For her exceptional performance in the public relations space, Caroline Oghuma; Executive Head, Corporate Affairs, MultiChoice Nigeria was awarded the outstanding female public relations professional of the year.
In the same vein, Tolulope Olorundero, Founder, Mosron Communications was awarded emerging female public relations professional of the year.
In the Out-of-Home Advertising category, Khadijah Okunnu-Lamidi; Founder/ CEO, Slice Media emerged the outstanding female out of home advertising professional of the year.
The Outstanding Female Media Independent Professional of the year went to Yetunde Adegbite; Managing Director, Posterscope Nigeria.
Other awardees for the individual category include: Ose Osundeko, Group Head, Digital Marketing, Fidelity Bank Plc who emerged outstanding female digital marketing professional of the year; Simisola Hughes-Obisesan, Creative Director, Leo Burnett Lagos clinched the outstanding female creative advertising director of the year.
Also, Omokehinde Thomas, Group Head, RED WOIF Company was awarded emerging female digital marketing professional of the year; Omobolanle Victor-Laniyan, Head of Sustainability, Access Bank Plc emerged outstanding female sustainability professional of the year and Uduneje N. Daphne, News Reporter, Pilot Newspaper emerged outstanding female brands and marketing journalist of the year.
Mowunmi Owodunni was awarded the Lifetime Achievement Award for her role in growing the marketing communications industry in Nigeria.
In the brand category, Knorr Seasoning, Unilever Nigeria emerged outstanding seasoning brand of the year while Darling Hair, Godrej Consumer Product Limited emerged outstanding hair care brand of the year and also the most outstanding female-friendly brand of the year.
Also, Access Bank Plc (The W Initiative) was awarded the outstanding female-friendly bank of the year while Felix King Foundation emerged outstanding female-centric foundation of the year.
The Manufacturing PMI in the month of November stood at 50.2 index points, indicating recovery from contraction in the manufacturing sector recorded since May 2020. Of the 14 subsectors surveyed, 8 subsectors reported expansion (above 50% threshold) in the review month in the following order: Transportation equipment, Nonmetallic mineral products, Furniture & related products, Cement, Textile, apparel, leather & footwear, Plastics & rubber products, Food, Beverage and tobacco products and Printing & related support activities.
Manufacturing PMI records expansion after 6 months contraction – www.brandspurng.com
The remaining 6 subsectors reported contractions in the following order: Electrical equipment, Petroleum & coal products, Chemical & pharmaceutical products, Primary metal, Paper products and Fabricated metal products.
In November 2020, suppliers’ delivery time was faster, new orders and production level increased while employment level and raw materials inventories contracted.
The November 2020 PMI survey was conducted by the Statistics Department of the Central Bank of Nigeria during the period of November 9-13, 2020. The respondents were purchasing and supply executives of manufacturing and non-manufacturing organizations in all 36 states in Nigeria and the Federal Capital Territory (FCT).
The Bank makes no representation regarding the individual companies, other than the information they have provided. The data contained herein further provides input for policy decisions.
Production Level
The November 2020 production level index for the manufacturing sector stood at 51.7 points, indicating recovery from the contraction recorded since May 2020. Of the 14 subsectors surveyed, 7 subsectors recorded expanding production levels, 3 subsectors reported stationary levels of production, while 4 subsectors still recording contraction in production level.
New Orders
The new orders index marginally expanded for the second time in the month of November. The index stood at 50.5 points in November 2020 with seven subsectors reporting expansion in new orders. Three subsectors remained stationary while the remaining 4 subsectors recorded contraction in the review month.
Supplier Delivery Time
The manufacturing supplier delivery time index stood at 52.2 points in November 2020, indicating a faster delivery time for the seventh month. Four of the 14 subsectors recorded improved suppliers’ delivery time, 3 subsectors remained stationary, while 7 subsectors recorded slower delivery time.
Employment Level
The employment level index for November 2020 stood at 47.3 points, indicating contraction in employment level for the eighth consecutive months. Of the 14 subsectors, 5 subsectors recorded growth in employment level while 9 subsectors recorded lower employment level in the review month.
Raw material Inventories
The manufacturing sector inventories index contracted for the eighth time in November 2020. At 48.5 points, the index indicates a slowing contraction in raw materials inventories as some manufacturers begin to have access to raw materials. Two of the 14 subsectors recorded growth in inventories, while the remaining 12 subsectors recorded lower raw material inventories in the review month.
Nigeria, 19 November 2020 – Against the backdrop of the unprecedented COVID-19 pandemic, West African consumer sentiment has experienced a lift of 8 points in the Nielsen Consumer Confidence Index (CCI) for Quarter 3, 2020 with Nigeria CCI increasing to 116 from; up from the previous quarter’s 108 points.
Nielsen West Africa Retail Intelligence Lead Ged Nooy comments;
“The latest consumer sentiments reflect the country’s continued cautionary concerns albeit with some practical fine-tuning. As the global pandemic continues to affect world economies and put pressure on consumers’ pockets, Nigerians consumers are making lifestyle adjustments and taking actions to protect their long-term economic future.”
African woman wearing disposable medical mask and gloves shopping in a supermarket during coronavirus pandemic outbreak. Epidemic time.
Equitable optimism by Nigerian consumers also sees improved confidence around the opportunity of job prospects, with 55% of consumers saying they will be good or excellent in the next 12 months – a 12-point increase from the previous quarter. In terms of the state of their personal finances over the next 12 months, 67% say they are excellent or good, showing a substantial 8-point increase from the previous quarter.
Nigerian propensity to purchase has seen a continued decrease quarter on quarter, with the number of those who think now is a good or excellent time to purchase what they want or need rise just 1 percent from 32% to 33% in the third quarter.
Once they meet their essential living expenses, however, the highest number of consumers (75%) put their spare cash into savings, a drop from 81%1 per cent from last quarter, followed by 72% who choose to invest in stocks and mutual funds.
One of the most significant increases in discretionary spending is the purchase of tech up from 51% to 57% – a clear indicator of consumers’ mindset shift away from non-essential services and their desire to make necessary work/life changes under the pandemic protocols.
Sluggish Recovery
To reduce expenses, 50% of consumers said they spent less on new clothes, 54% spent less on out of home entertainment, with the same figure deferring on the replacement of major household items. As much as 33% of Nigerian consumers said they had spare cash, up 1% from last quarter.
When looking at the practical factors that are affecting their outlook, the top consumer concerns over the next twelve months are increasing food prices at 34%, followed by life/work balance at 20% and the economy at 17%.
Nooy comments;
“Nigerian economic recovery is of concern to consumers and may be more gradual than expected due to a drop in oil prices and restricted trade opportunities. The country has opportunities to transform its economy, however, particularly in agro-processing beyond the pandemic.”
Nielsen Consumer Confidence and Spending Intentions survey was conducted from 26 – 27 August 2020 in Kenya and Nigeria among 1 500 respondents, using the mobile methodology. The sample has quotas based on age and gender for each country.
Nielsen Holdings plc is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units.
Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function.
Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Elite Fans have taken to social media to congratulate Ex BBN-Housemate and Nollywood actress, Erica Nlewedim, over her double endorsement deal with Star Radler and Legend Extra Stout, two of the most revered brands from the stables of Nigerian Breweries Plc.
The announcement was made during the official contract signing, which was held at The Garden, Ikoyi on Thursday, November 12, 2020. The Influencer deal coincides with the relaunch of both brands, as they unveiled new vibrant looks set to attract young alcohol drinkers.
Showing her appreciation, the TV reality star shared the exciting news with her fans explaining that, “the brands embody the youthful exuberance, unrestricted freedom of expression, among other qualities that make them a perfect fit for me and my fans”.
“This partnership will no doubt be a success, and I cannot wait to show everyone what we have planned,” Erica said.
The decision to sign Erica as a Brand Influencer for both brands aligns with the brands’ desire for young consumers to be bold, resilient and reiterates the brands’ trust in their abilities to rise above challenges to take on the world, giving them a refreshing start.
The rebrand has Star Radler switching to a more refreshing and vibrant look, with a mix of yellow and blue for its Citrus flavour, and the launch of a new flavour, Red Fruits, redefining the refreshing, thirst-quenching and taste benefits of the beer mix.
For Legend Extra Stout, fans witness the unveiling of a bolder look swapping the old metallic label for a more modern design featuring the signature Legend torch and a generous complement of the colour, black, and a more pleasant taste, appealing to all stout lovers.
The relaunch of both brands is in line with the company’s penchant for innovation aimed at attracting young alcohol consumers, and increasing demand at various levels.
Nigeria and Bangladesh are both developing countries, each with its challenges. The politics and social fabric in both societies are highly complex with storied and blood-drenched histories. With a population of approximately 200 million and 165 million in Nigeria and Bangladesh respectively, both countries feature among the most highly populated nations in the world.
The challenges posed by a huge population in terms of jobs creation, skills development and empowerment, as well as robust resource mobilization to fund development resonates across both nations. Similarly, the two countries have a shared history marked by a prolonged period of political instability lasting decades post-independence.
Yet, in recent times, Bangladesh has been able to record significant economic progress, making laudable headway around industrialisation, growth, and competitiveness. Nigeria on the other hand remains wallowed in sub-par economic growth, with a business cycle and fiscal position that move in line with ever so volatile global crude oil prices.
Unemployment is stubbornly high and rising, per capita GDP is retrogressing, manufacturing remains lacklustre, and with critical underinvestment in essential infrastructure, Nigeria’s long-term potential remains severely challenged.
A quick Google search would reveal the starkly different economic narrative of the two countries: while headlines across major international press read along the lines of “The Rise and Rise of Bangladesh,” the Nigerian picture is the opposite, reflecting the comatose status of the country as the clichéd ‘Giant of Africa’ that is increasingly finding it hard to trudge along as it remains pulled down by the weight of its problems.
Nigeria’s Fourth Republic: A New Dawn?
The emergence of Nigeria’s Fourth Republic in 1999 was the beginning of a new era. Nigeria had withstood the test of time marked by a rollercoaster of fundamental socio-political and economic problems that had challenged the country’s very existence and was able to segue into a nascent democracy with renewed hopes going into the new millennium.
Following this transition, Nigeria embarked on a series of reforms that yielded tangible improvements in economic outcomes, and significantly improved the macroeconomic environment in the country. More prudent fiscal management encouraged national savings and improved macroeconomic stability.
In setting the fiscal budget, the government jettisoned the market-price of crude-oil approach and adopted the benchmark oil-price approach – where fiscal spending is predicated on a predetermined oil-price and production level for the year – a significant reform which helped put the lid on government expenditure.
Oil receipts above the benchmark were to be saved in the Excess Crude Account (ECA), a contingency fund designed to create a buffer during periods of commodity shock to oil revenues. Nigerian authorities also negotiated a historic debt relief with multilateral lenders, leading to the Paris Club agreement which reduced Nigeria’s overall debt stock by $18 billion in 2005.
The watershed deal provided vital policy space for Nigeria, giving the country much-needed fiscal room to fund long-term development. The Fiscal Responsibility Act enacted in 2007 institutionalised key reforms ensuring sustained fiscal discipline.
The government also pushed ahead with a number of pro-growth reforms which helped diversify the GDP away from crude-oil and gave rise to other vibrant sectors in the economy. One of the most noteworthy being the liberalisation of the telecommunications industry, which paved the way for productive private investments leading to a remarkable transformation in the industry.
The bank consolidation exercise in 2004 equally created a more robust, stronger banking sector, resulting in improved financial intermediation and financial inclusion.
While the political stability achieved alongside strong macroeconomic reforms resulted in high growth rates in the Nigerian economy, with GDP growth averaging 7.1% between the periods of 1999-2010, compared to a paltry 1.7% achieved during military rule between 1983 and 1999, Nigeria was unable to translate these gains in the macroeconomy into substantial improvement in living standards and development outcomes. Poverty remained stagnant, and growth was not inclusive.
Bangladesh: Still a Shaky Political Regime
While Nigeria’s return to democracy at the turn of the century ushered in a new era of political stability – leaving behind the prior decades’ instability of military rule, the shift in Bangladesh to a stable political regime has been patchy.
Following nearly two decades of military rule ending in 1990, a non-elected, non-partisan caretaker government was put in place to manage the transition to democratic rule, and the country subsequently held a general election in 1991, adopting the parliamentary system.
However, since the transition away from authoritarian military rule, consolidation of democracy in Bangladesh remained lacklustre, with the country’s political structure being labelled a hybrid regime – combining elements of both democracy and autocratic rule.
Although the caretaker government was initially intended as a one-off intervention to manage the transition to democratic rule, the system became institutionalised in the mid-1990s as elections were highly fraught, and marked with violence. The caretaker system remained in place up until 2011 when the country devolved into a political crisis involving military interventions in 2006-2008.
In 2015, another political crisis escalated, due to turmoil between the two main political parties, following the controversial 2014 general elections, with the opposing party demanding for a return to the caretaker system. The economic condition in the country over the period of instability remained bleak, and it wasn’t until 2006 that Bangladesh began its economic ascent, which at the time was dismissed as a fluke.
Source: World Bank
Choices Shaping Reality
Although the structure of the Nigerian economy has evolved over the years, with crude oil currently accounting for under 10% of national output compared to nearly 40% in 2000, diversification away from oil has not trickled down to fiscal revenues and export earnings.
This reliance on the oil sector is the Achilles heel of the Nigerian economy, and key economic indicators in the country largely mirror volatilities in the global oil market.
As oil still accounts for around 62% of government revenues; over 90% of export earnings, and forms the bedrock of the central bank’s foreign exchange reserves, a crash in global crude oil prices is all it takes for the national currency to go on a freefall, inflation to spiral, capital inflows to dry up, and output in other sectors to contract.
A critical challenge for Nigeria is to identify sectors in which the country has a strong comparative advantage, and strategically position these sectors for exports. In Bangladesh, this export-led model is the impetus for the country’s high growth rates and encouraging signs of economic take-off.
Through its garment industry, Bangladesh has been able to strategically place itself as the world’s second-leading exporter of ready-made garments (RMG), while creating broad-based growth. For Nigeria, a key thrust for the government is transforming the agriculture sector to be the leading driver of job creation and export diversification.
While Nigeria’s abundant labour and arable-land make it very much suited to a green revolution, challenges abound which policy has hitherto failed to address in order to unleash the potential of the sector.
Farming practices are largely subsistent, and the agriculture sector in Nigeria is dominated by smallholder farms. Poor farm management practices and lack of sufficient fertilizer drag yields on produce. The yield on a staple like cereal is 1,444kg per hectare in Nigeria, compared to 3,810kg per hectare and 7,114kg per hectare in South Africa and Egypt respectively.
This low productivity in the agriculture sector is made all the more acute by the severe infrastructure gap in the country. While the transport system in Bangladesh remains underdeveloped, the country boasts of a comparatively stronger transport network than Nigeria, having a national railway that connects different parts of the country including special parcel trains for transporting agricultural products.
The lack of extensive road and rail network that links different parts of the country in Nigeria severely limits access to markets for farmers, and poor storage facilities increase postharvest losses. All these challenges have stifled the promise of Nigerian agriculture, ensuring that the contribution of the sector to revenues and exports remains low, and the value-added per capita in the sector has risen by less than 1% annually, over the past 20 years.
Yet the challenges impeding on Nigeria’s agricultural transformation are symptomatic of the broader economic malaise in the country. The country’s underinvestment in critical infrastructure alongside the weakening economic indicators continue to weigh on the potential of key sectors across the economy.
The Bangladeshi Economic Narrative
In Bangladesh, prudent macroeconomic management has ensured a favourable environment for growth and investments while boosting overall economic resilience. The country’s Public Money and Budget Deficit Management Act (2009) stipulates that public debt as a percentage of GDP should be gradually declining.
In line with this legislation, policymakers in Bangladesh have kept the lid on public spending. Although challenged in terms of sufficient revenue mobilisation, the emphasis on spending control has kept the fiscal deficit in the country below the budget target of 5% over the last decade.
This has resulted in a steady trend in the public debt profile of the country, with a historical average in public debt to GDP ratio of 35.2% and has equally helped to keep inflation within the Bank of Bangladesh’s (BB) target of 5.5%. On the back of this macroeconomic stability, Bangladesh has been able to attain the ‘7% magic mark’, the level of GDP growth rate needed for an economy to double its size within a generation.
As the world marches onto the new decade on the pandemic induced bleak note, Bangladesh’s strong fiscal indicators give it the fiscal room to implement counter-cyclical policies to mitigate the worst of the global downturn. The country is set to be an outperformer globally, with forecasts indicating that it will surpass regional giant India in terms of GDP per capita within the decade.
Population: Dividend or Time-bomb?
Nigeria’s current population is approximately 200 million. With a population growth rate of 2.6%, the country is set to become the third most populous nation in the world by 2050 with 400 million people. While there’s certainly a strength to numbers, demographic dividend can very easily devolve into a demographic time-bomb if society fails to create opportunities for its teeming youth population.
As at Q2 2020, Nigeria’s youth unemployment rate came out at 35%. This army of increasingly restive unemployed youth is not sustainable – and Nigeria has long been boggled with rising security challenges, all of which are escalated by the economic realities of the day. British economist Robert Malthus made a bleak prediction that unconstrained population growth rate would spell doom for societies, as agricultural output, will fail to keep pace.
Luckily, many countries across the world have been able to escape the “Malthusian Catastrophe” by investing in technologies that enhanced agricultural productivity and ensured food security, whilst reducing population growth.
Although fertility rates tend to decline with rising per capita GDP levels, Bangladesh was able to expedite its fertility transition at a very low per capita GDP level through an aggressive family planning programme that provided door-step delivery of contraceptives to women in the early 1970s. Between 1971 and 2004, Bangladesh was able to halve its fertility rate.
By effectively managing population growth, the country was able to record a faster rise in per capita GDP. In strategizing for the future, one of the fundamental questions Nigeria needs to ask is the sustainability of the country’s population growth rate.
Source: World Bank
Looking Ahead
As Nigeria pushes ahead with policies to unlock investments and deliver high economic growth, it is imperative that growth is broad-based and inclusive. The Nigerian economy has long been characterised by periodic bursts of high GDP growth rates – largely following strong global oil prices – with little achievement in terms of poverty eradication and job creation.
A continuous repeat of this so-called jobless growth can only be avoided by ensuring that future growth is driven by highly labour-intensive sectors, and targeted social policies aimed at empowering the populace at the grassroots level are successfully implemented at scale.
One of the most remarkable aspects of Bangladesh’s economic progress has been the country’s ability to translate economic growth into substantial improvement in social outcomes and livelihoods for those at the bottom of the pyramid. Public investment in technology, rural infrastructure and human capital boosted the country’s agricultural productivity.
As a result, Bangladesh made substantial progress toward food security despite its high population density, lack of arable-land, and frequent natural disasters, and agriculture accounted for 90% of the reduction in poverty between 2005 and 2010. Also, the labour-intensive nature of the economy’s key driver of exports – the garment industry –has helped make growth inclusive, with 80% of garment workers being women.
This is further re-enforced by the country’s success in implementing grassroots level, pro-poor policies, with gender at the heart of its development strategy.
In supporting sectors for growth, it is paramount that the Nigerian government identifies the root cause of underperformance so that policies are targeted at addressing fundamental concerns, as opposed to providing palliatives, or in some cases, aggravating existing problems.
Nigeria’s ban of foreign exchange access for key products including agricultural produce and the border closure are prime examples. Whilst many countries have resorted to some form of protectionism in a bid to develop local industry, policymakers must not lose sight of the fact that the key impediment to growth for local producers in Nigeria is the harsh operating environment and critical infrastructure gaps.
Nigeria needs to re-assess its priorities as reflected in the country’s fiscal spending. Government spending is largely channelled towards a burgeoning recurrent expenditure. At the same time, the sluggish improvement in fiscal revenues has failed to catch up with the rapidly increasing fiscal spending. This has resulted in a fast build-up of public debt.
In Q1 2019, debt servicing accumulated 99% of the Federal Government’s retained revenue. This spending pattern is not sustainable, and the economy is reeling from a lack of sufficient capital expenditure to plug critical gaps in healthcare, education and other key sectors. From 2015-2018, Nigeria spent ₦2.3 trillion on petrol subsidies, an amount which if harnessed judiciously could have provided a meaningful contribution to the country’s decayed infrastructure.
Reforms such as reducing spending on subsidies and overheads must be pushed ahead. The recently announced removal of subsidies on petrol points in the right direction. However, more important is that the savings are redirected into productive capital spend.
By pursuing sound macroeconomic policies and investing heavily in social and physical infrastructure, Nigeria can effectively capitalise on its low labour costs like Bangladesh, and status as Africa’s largest economy to position itself as a leading recipient of foreign direct investment (FDI) globally.
However, the proportion of FDIs to total investment flows dropped from 20% in 2016 to a meagre 4% in 2019. The lack of investor interest in committing patient capital, which confers substantially greater benefits to the economy, is a key area of concern.
The underlying challenges associated with poor infrastructure are further aggravated by unfavourable policies such as the multiple exchange rate regime which all act to deter long-term investment inflows.
Echoes from Charles Dickens
The title for this article borrows from Charles Dickens’ book, A Tale of Two Cities. As an opener, Dickens made the famous expression “It was the best of times, it was the worst of times.” 2020 is most certainly not the best of times for any country on the planet.
However, with a GDP growth forecast of 3.8% for Bangladesh compared to Agusto & Co.’s forecast of a 4.5% contraction for Nigeria, what is today the worst of times for Bangladesh could very easily be Nigeria’s best of times in this decade – should business continue as usual.
Economic transformation is by no means easy to achieve, and important trade-offs have to be made that would inevitably entail some painful structural adjustments. But a change of direction is vital, again inspired by Dickens, to enable Nigeria to leap from the winter of despair to the spring of hope.
While Bangladesh and Nigeria are by no means a homogenous pair, both countries share similar scenarios which make progress challenging to achieve. However, the former has been making significant strides suggestive of a nascent economic transformation building momentum in the country, and the latter can look to it for pointers on how to refocus.
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