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Path to Purchase: The Power of Children in Determining Household Buying Decisions

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By: Solafunmi Oyeneye, Senior Channels Manager, & Giuliana Dias, Senior Director, Research & Insight, VIACOMCBS Networks Africa (VCNA),

The collaborative process of purchase decisions within homes can no longer be denied. Long gone are the days when there was a top-down hierarchy in households, and the decision making was the sole preserve of parents. These days, especially in homes with millennial parent’s aged 25 to 35, children are more actively involved and have more influence on decisions made in households.

The research revealed four key drivers behind the shift to a more inclusive, collaborative decision making in households.

Giuliana Dias, Senior Director, Research & Insight, VIACOMCBS Networks Africa

Unprecedented Tech Access – In recent times, with nearly 12 devices per household, kids have unprecedented access to information and parents are no longer the gatekeepers of information in the home. In fact, parents are more likely to leverage their children’s knowledge in making more informed purchase decisions for the family; as children are likely to be more aware of brands and are able to filter that information into whether or not they want to purchase products from these brands.

Millennial Upbringing – This second key driver is attributed to the shift to a more inclusive, collaborative decision making within the home. Majority of millennials attended daycare, participated in playgroups, played organized sports, making them more accustomed to collaboration and teamwork. They infuse this into their style of parenting in their willingness to see their children as teammates in the success of the family. Young parents have reimagined the roles of kids in the family; as a result, decisions are made as a family, with kids playing a significant role in the outcome.

Financial Awareness – Millennial parents have also made it a priority to teach their kids about financial awareness, informing them on the financial situation of the family. Children are no longer shielded from the economic realities of their family. Research conducted by ViacomCBS on families with children aged 6 – 14 revealed that over 60% of the kids were aware of household budgets, and about 45% were aware of how much things cost.

With this knowledge, kids can balance the information they have of brands with the economic realities of their family in order to manage their expectations. With a collaborative effort of parents and kids, decisions can be made more easily acceptable by every member of the household.

Family Closeness – This last driver identified in the study indicates 78% of Nigerian parents saying they want to be best friends with their kids. Families are closer than ever, kids are no longer looking up to just athletes and celebrities, they’re also beginning to look up to their parents. Parents are able to better connect with their children, by having more conversations that are open and sharing more amongst themselves.

Sharing ranges from health, financial and even household purchase decisions. Family sharing has become automatic and unconscious. Do children however have opinions on all categories of purchase? Out of 25 categories tested in Nigeria, most kids are involved in at least 14 out of these 25 categories. Their greatest influence being over entertainment, food and groceries, restaurants, electronics, vacation and telecommunication. This means that in households with kids, they play a significant role in the final purchasing decisions that concern any of these six categories.

The path to purchase in households has become a collaborative process of negotiations between parents and children, who are influenced more by emotional than rational factors.

Solafunmi Oyeneye, Senior Channels Manager, VIACOMCBS Networks Africa

Parents are influenced by how happy a purchase makes their kids, while kids are influenced by how happy they will be with a product. Both parents and kids consider if a product will enable the family to spend more time together. Parents are also likely to spend 60% more when their kids are involved in decision making within the household.

Understanding these paths to purchase will enable brands to engage and provide for different members of the family.  Therefore, brands in creating their messages must reach both parents and kids, as they both play critical roles in purchase decisions. Within the TV environment we know that the best place to find parents and kids simultaneously is children’s television.

Interestingly, for every one child watching any Nickelodeon channel, there are at least four females aged 25 and above watching at the same time. With over 245,000 kids (aged 7-14) on the Nickelodeon channels monthly, the majority of viewers per month are mums 25+ which are over a million viewers monthly.

Though parents (Mums) usually make the final purchase decisions within households, the role that children play in these decisions cannot be denied. These influential members of the home should be treated as important by brands in determining and communicating their message to target families.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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PalmPay Young Star Awardee Hopes to Become a Governor

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As part of its Children’s Day celebration, PalmPay, through its Young Stars initiative, has rewarded 60 outstanding students, inspiring young learners across public schools.

The initiative goes beyond rewarding high-performing students, it is also about building confidence, widening ambition, and reminding children that their future can be bigger than their present circumstances.

For Mohammed Jubril, one of the beneficiaries, the recognition has already changed how he thinks about what is possible.

Inspired by the support he has received, Mohammed shares a bold dream for the future: “I want to become a governor one day so I can help more children like me get access to education and opportunities.”

His words capture the deeper impact of the Young Stars programme. For many of the children recognised. The award is not just a reward for past performance. It is a signal that their efforts matter, their dreams are valid, and their future is worth investing in.

During the engagement sessions at the event, the pupils also excitedly shared their aspirations, speaking with enthusiasm about the careers they hope to pursue in the future. From doctors and teachers to engineers, pilots, and entrepreneurs, the children expressed big dreams and a strong sense of purpose, reflecting how early encouragement and recognition can help shape ambition and confidence.

For many students in public schools, access to educational support often determines not just academic outcomes, but how far they allow themselves to dream. Through the Young Stars Initiative, PalmPay is helping to change that narrative by affirming that excellence deserves recognition, and potential deserves investment.

For Mohammed’s family, the impact is both practical and deeply emotional. His father describes the recognition as a moment of renewed confidence for his son and a reminder that hard work can open doors to real opportunity.

As the initiative continues to reach more pupils across Lagos public schools, it leaves behind a powerful message; when children are supported, they don’t just perform better, they dream bigger.


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CNN’s Connecting Africa Visits the Afri-Caribbean Investment Summit

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As part of Connecting Africa, CNN’s Victoria Rubadiri meets companies making deals to expand intra-regional trade. She also sits down with Sanya Alleyne the Adviser to the Organization of Eastern Caribbean States (OECS) Business Council to get a sense of the current landscape of South-South trade.

At the Afri-Caribbean Investment Summit in Abuja, Nigeria, Rubadiri meets Aisha Maina, the brains behind the summit who believes providing the opportunity to meet face to face is the pathway to creating a tangible trade link. She explains why this is her belief, “When you go to the Caribbean and you go anywhere in the world, they talk about African drums, they have the African dances, but because they’re so far away from Africa, it’s what has been handed down. And I wanted them to see the real thing, what we have […] it has become a flourishing relationship, and that’s why I keep saying that the bridge is built. Because they have connected.”

From agriculture to financial services, businesses leaders have said that no sector should be overlooked if new partnerships are to be formed. Alleyne delves into how this looks for trade with the Caribbean, “The Caribbean has a longstanding history in being able to attract foreign direct investment. And the same goes for the continent of Africa. It is just about being able now to drill down into the weeds of it and being able to flesh out a framework that we can be able to facilitate, create a trade.”

For Alleyne, the next ten years are hoping to hold, “Regular commercial flights between the continent and the region. I think success would be being able to trade in our indigenous currencies to settle payments. And I also believe success would be the ability of our peoples to understand each other, become closer, and see ourselves as one.”

 


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NATEP Advances Policy Reform and Expanded International Partnerships A Year After Relaunch

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L-r: CEO, Itana, Luqman Edu; Founder & Group CEO, Rendeavour, Stephen Jennings; Honourable Minister of Industry, Trade & Investment, Dr. Jumoke Oduwole; National Cordinator, National Talent Export Programme (NATEP), Teju Abisoye; Co-Founder, Itana, Iyin Aboyeji; and CEO, Alaro City & Chairman West Africa, Rendeavour, Yomi Ademola, at the MoU signing and official relaunch of NATEP held recently in Lagos.
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The National Talent Export Programme (NATEP) marks one year since its strategic relaunch with significant institutional progress, policy milestones, and international partnerships that have repositioned Nigeria as a major talent hub in the global services export economy.

The most decisive of those milestones came in November 2025, when the Federal Executive Council (FEC) approved the establishment of the National Coordination Mechanism for Services Exports (NCMSE), creating a formal governance framework to strengthen inter-agency coordination, align national policy with global digital trade, and accelerate the growth of Nigeria’s services export sector.

Since its approval, the NCMSE has provided the institutional architecture for bringing together previously disconnected programmes, agencies, and stakeholders under a common services export agenda. By fostering greater alignment among key institutions—including National Information Technology Development Agency (NITDA), Outsource To Nigeria Initiative (OTNI), and flagship talent initiatives such as 3MTT—the mechanism is helping to improve policy coherence, streamline implementation, and position talent development as a strategic driver of Nigeria’s services export competitiveness.

Building on this foundation, the Nigeria Talent Accelerator Network (NTAN) was officially launched in Lagos, in partnership with the World Economic Forum (WEF). It is co-chaired by the Federal Ministry of Industry, Trade and Investment and the Ministry of Education, along with private-sector leaders from Africa Finance Corporation (AFC) and Flour Mills of Nigeria. This formally enters Nigeria into the WEF Global Accelerators Network, uniting public, private, and development sectors behind a unified workforce roadmap.

“We are witnessing a shift in the global economy, where greater value and the competitive advantage will be determined by a nation’s ability to cultivate talent, harness deep knowledge-based industries, and participate in high-value services markets built seamlessly across borders. As Africa becomes a more integrated marketplace, the continent has a unique opportunity to emerge as the leading contributor to the world’s talent economy.

“NATEP is laying the foundation for Nigeria to lead this transition by unlocking the full potential of our human capital, strengthening international partnerships, and positioning Nigerian talent at the centre of the next era of global services trade.” — Honourable Minister of Industry, Trade, and Investment; Dr. Jumoke Oduwole, MFR

NATEP also intensified efforts to deepen international partnerships that support Nigeria’s services export ambitions. Under the World Economic Forum’s Future of Jobs Survey, a country-partner mandate was activated to mobilise senior business leaders and ensure Nigeria’s labour market realities are reflected in global workforce assessments and benchmarking exercises.

Concurrently, NATEP has commenced the development of an innovative financing framework to support talent development and export-led growth. The proposed four-layer capital stack combines catalytic public investment with outcomes-linked private capital, adapting global financing models to Nigeria’s economic realities and workforce priorities.

NATEP working with the Nigeria Outsourcing Association also partnered with the Global Business Services sector to streamline the Association in line with global best practice, further strengthening Nigeria’s credentials as a premier hub for international services outsourcing.

These partnerships have been matched by equally significant progress on the domestic policy front. In March 2026, a zero draft of Nigeria’s National Outsourcing Policy was forwarded to the Federal Ministry of Industry, Trade and Investment for interministerial review, establishing the foundational architecture for a sector with transformative economic potential.

Across the programme’s Technical Working Groups (Demand, Supply, and Enabling Environment), implementation plans have been formalised, workstream leadership structures established, and talent development pathways validated, helping to consolidate a coherent national framework for talent supply, workforce readiness, and export competitiveness.

The Enabling Environment Technical Working Group has adopted WTO/GATS taxonomy standards and mapped five priority digital export sectors- Software/SaaS, Data and AI, Cybersecurity, Fintech, and BPO/ITES- equipping Nigeria to compete aggressively in the highest-growth segments of global digital trade.

“Our mandate at NATEP is to position Nigeria as a premier global talent hub by building an enabling ecosystem through policy, platforms, promotion, and partnerships,” said Teju Abisoye, National Coordinator of NATEP. “The progress achieved over the past year brings us closer to our strategic objectives of enabling one million direct export-linked jobs, supporting millions more indirect jobs, attracting significant investment into the sector, and equipping Nigerians with globally recognised skills and certifications. Nigeria is not only preparing for the future of work; it is helping build the policy and institutional foundations required to compete and lead in it.”

As NATEP enters its next phase, the programme’s focus shifts decisively toward implementation at scale: operationalising the Private Sector-backed financing framework, advancing the National Outsourcing Policy through the policy approval process, and mobilising the full capabilities of NTAN to deliver workforce outcomes that strengthen Nigeria’s position in the global services export economy.


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