Connect with us

News

Chain Reactions Nigeria Unveils Nigeria’s first Youth Trends Report

Published

on

(L-R):- Head, Youth Segment, Etisalat Nigeria, Elvis Daniels; Pop Culture Strategist, Franklin Ozekhome and MD/Chief Strategist, Chain Reactions Nigeria, Israel Jaiye Opayemi at the unveiling of The Nigerian Youth Trends Report, themed “Unwrapping The Nu Natives” undertaken by Chain Reactions Nigeria and TrendWatching, United Kingdom in Lagos on Thursday
Kindly share this post

Chain Reactions Nigeria, a leading Public Relations Consultancy firm has unveiled the first ever bespoke Nigerian Youth Trends Report in Lagos. The report is an indepth study of emerging trends amongst members of the Nigerian youth class aimed at helping both government and businesses understand the new cultural and behavioral patterns amongst Nigerian youth and how to engage with them.

The bespoke youth trends survey, conducted by TrendWatching UK, world’s leading consumer trends and insight research firm at the behest of Chain Reactions Nigeria, was conceived as a significant leverage initiative to help public and private sector organisations get into the heart of the youth class.

The launch event held in Lagos was attended by a rich galaxy of industry leaders from across the music, media, sports, fashion, technology sectors as well as government and indeed from other sectors with need to engage with the Nigerian youth segment.

The event dubbed, “Naija Decoded” under the inspiring theme, “Unwrapping The Nu Natives”, had an impressive panel of discussants comprising Head, Youth Market Segment, Etisalat Nigeria, Elvis Ogiemwanye; Nigeria’s pace setting Pop Culture Strategist; Franklin Ozekhome; multiple award winning Nollywood Actor and Producer, Kunle Afolayan, EbonyTV Presenter, Lamide Akintobi, Brilla FM Sports Presenter, Babafemi Raji, Fashion Designer, George Tailor with a robust debate on emerging trends coordinated by leading On Air Personality, Toke Makinwa.

Speaking about the youth report initiative, Israel Jaiye Opayemi, managing director/chief strategist, Chain Reactions Nigeria, said the intent of the initiative is to change the way governments at all levels and indeed businesses in Nigeria see and engage with the Nigerian youth segment by offering them deep insights into the mindset and behavioural trends amongst Nigerian youth.

Explaining his company’s motivation for the partnership with TrendWatching UK, Opayemi said, “Our interest in partnering with Trend Watching, United Kingdom to put this report together is a consuming passion to contribute to the broader development of knowledge about the Nigerian youth market and indeed the youth segment in Nigeria. The intent is to help public and private sector organizations gain a deep understanding of how best to speak to members of the youth class.”

Opayemi added, “The report is focused on the trends that are currently hip amongst those we now refer to as ‘NU Natives’, a new class of Nigerian youth that is not defined by geography, finance or society. The new native defines himself or herself and celebrates his or her afro-centric roots but he or she is still very technology savvy and worldly. The trends are illustrated with cross-industry innovations, insights from Trend Watching’s global spotters, and relevant statistics.”

Also speaking on significance of the initiative, Lola Pedro, Africa Regional Director for Trend Watching, United Kingdom expressed the company’s excitement about its first creative partnership in Nigeria saying, “ as Africa’s giant, Nigeria has always represented a market of great interest to us, both in the light of tracking the relentless stream of innovations stemming from the continent’s most populous country but also due to the vast strategic opportunities we believe we can uncover for forward-thinking organisations.”

She expressed her high optimism in the immense opportunities in the research space in Nigeria, saying, “despite the fact that this form of qualitative research is relatively saturated amongst best-in-class brands and agencies globally, the consumer insights sector is proportionately under-explored within Nigeria.”

Pedro further commended Chain Reactions Nigeria, saying “it has thus been inspiring to be able to conduct this first of its kind, Nigeria-specific youth trends research in collaboration with such a progressive, PR firm. Chain Reactions Nigeria epitomizes the future-focused mindset required to truly disrupt Nigeria’s consumer landscape by understanding today’s consumers and subsequently bringing about compelling profitable innovation opportunities.”

“As Trend Watching constantly seeks to maintain its global reputation for thought leadership, connecting with local, early adopters like Chain Reactions remains a thoroughly rewarding endeavour” she further said.

Speaking further on the importance of understanding trends to winning the minds of consumers and stakeholders, Opayemi said, what gave the All Progressives Congress victory in the last elections in Nigeria was not a huge budget but a clear understanding of how to draw insight from trends and develop a campaign strategy from same. 

“By insight into trends, we knew Nigerian youth love music and they love their celebrities. We knew this for a fact and we developed an influencer marketing strategy for the APC based on this insight. We knew the APC did not have the kind of financial war chest available to the ruling party. But we followed our trend inspired gut feeling and helped the APC assemble celebrities like Funke Akindele, Alabi Pasuma, Kalu Ikeagwu, Desmond Elliot and a galaxy of other northern celebrities and stars who accepted to feature in our voter registration campaign aimed at helping the APC mobilise members of the youth population to register for the elections. It worked!”

 


Kindly share this post

Nigeria CommunicationsWeek believes that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. So since 2007, we have devoted our energy to independent reportage of technology and how they affect lives.

Continue Reading
Advertisement
Comments

News

WHO Says Ebola Outbreak Worse than Reported

Published

on

Kindly share this post

World Health Organisation (WHO) at the weekend declared the Ebola outbreak linked to the rare Bundibugyo virus strain a global public health emergency.

WHO Says Ebola Outbreak Worse than Reported

WHO said there is currently no approved vaccine or specific treatment for this strain of Ebola.

At home, Nigeria Centre for Disease Control and Prevention (NCDC) said there is “no confirmed case of Ebola Virus Disease in Nigeria” but had  tightened surveillance against the deadly virus.

The outbreak, linked to the rare Bundibugyo strain of Ebola, has already caused dozens of deaths in Congo and spread into Uganda, raising fears of wider transmission across the region.

In response, Nigeria Centre for Disease Control and Prevention said that the country remains on alert because of growing movement across African borders.

Jide Idris, director-general said the agency was “closely monitoring the situation” and working with the Port Health Services and other health agencies to strengthen preparedness nationwide.

He added that surveillance has been increased at entry points and within Nigeria’s health system.

According to the WHO, the outbreak has recorded more than 240 suspected cases and about 80 suspected deaths in Congo’s Ituri province, while imported cases have also been confirmed in Uganda’s capital, Kampala.

The WHO said the outbreak is “extraordinary” because of uncertainty around the true number of infections and the lack of approved medical countermeasures for the Bundibugyo strain.

Health authorities advised Nigerians to maintain proper hygiene, avoid contact with infected persons and report symptoms such as fever, weakness, vomiting and bleeding to the nearest health facility immediately.

Nigeria was declared Ebola-free in 2014 after successfully containing an outbreak brought into the country by an infected traveler from Liberia.

 

 


Kindly share this post
Continue Reading

News

Digital PayExpo 2026 to Convene Africa’s Most Influential Payments Leaders in Lagos

Published

on

Kindly share this post

Africa’s digital payments ecosystem will take center stage as Digital PayExpo 2026 returns to Lagos on June 17–18, 2026, at the Landmark Centre, Victoria Island, under the theme: “Seamless Digital: Fostering Pan-African Market Expansion in the AI Era.”

At a time when artificial intelligence, cross-border commerce, and financial inclusion are redefining Africa’s economic future, the event is set to convene over 3,000 senior executives, policymakers, fintech innovators, and global technology providers.

The speaker lineup reflects a powerful blend of regulatory leadership, private sector innovation, and pan-African expertise.

Among the headline speakers:

  • Dr. Rakiya Yusuf, Director, Payment Systems Supervision, Central Bank of Nigeria — a key architect in Nigeria’s payment system reforms.
  • Dr. Folasade Femi-Lawal, Country Manager & Area Business Head (West Africa), Mastercard — a leading voice in digital payments expansion across Africa.
  • Clara B. Arthur, Managing Director, GhIPSS (Ghana) — driving Ghana’s interoperable payment ecosystem.
  • Wacera Maina, Chief Operations Officer, Kenwitch Kenya — an expert in East Africa’s payment infrastructure evolution.
  • Akeem Lawal, CEO, Interswitch Group — a pioneer in Africa’s fintech growth story.
  • Ngover Ihyembe-Nwankwo, Executive Director, NIBSS — shaping Nigeria’s core payment infrastructure.

The conference will explore:

  • AI-powered financial services
  • Cross-border payment systems and interoperability
  • Cybersecurity and trust frameworks
  • SME financing and financial inclusion
  • Infrastructure for a unified African digital economy

With participation from banks, fintechs, telcos, regulators, and global payment networks, Digital PayExpo 2026 is positioned as a critical marketplace for ideas, partnerships, and investment flows. Register: https://digitalpayexpo.com/register
Sponsorship Enquiries: [email protected]


Kindly share this post
Continue Reading

News

Only 1 in 3 Families Fully Secure their Devices, Kaspersky Study Reveals

Published

on

Kindly share this post

On International Day of Families observed on May 15th, a global Kaspersky study* reveals that while 47% of respondents talk about online safety, only 33% secure all their family devices – highlighting the need for proactivity from Family Digital Managers.

As online threats develop and every generation joins the online space, cybersecurity habits have become an essential part of life for every family. Typically, in every family, one or two people become so-called Family Digital Managers, responsible for managing subscriptions, setting up new devices, or thinking about cyber protection. Kaspersky has conducted a survey to find out what measures modern families take to stay safe online.

According to Kaspersky’s data, a significant portion of respondents adopt an educational approach to cybersecurity within their families:

47% regularly coach elderly relatives and children on safe online practices

45% advise family members to adopt password manager solutions

42% encourage the use of multi-factor authentication (MFA)

An equal 42% actively review and adjust privacy settings on both family devices and critical online accounts

Although a growing awareness of the importance of proactive, family-focused digital protection can be observed, when it comes to the implementation of security solutions, the trend is slightly different. 10% of respondents take no measures at all to protect their loved ones online, rising to 21% among those aged 55+.

As for the parental control apps, 67% of families with children under 18 years use this tool to monitor and secure their kids’ online activity. Parental control, such as the Kaspersky Safe Kids solution, can help restrict children’s access to inappropriate content and also gently manage their online habits by limiting access to certain websites and apps, controlling their screen time, and even enhancing their physical security by tracking their geolocation.

The most worrying number is that only 33% of respondents – just 1 in 3 – install security solutions on all family members’ devices. Kaspersky experts highlight that the current threat landscape shows that mobile devices and tablets as well as PCs all require comprehensive cyber protection, as they are often targeted by cybercriminals.

According to the survey, only 30% of respondents set up new devices for their families. Setting up a new device is not often regarded as a step that contributes to cyber safety; however, some actions performed before the device is put into use can significantly enhance its security.

For instance, experts recommend installing a security solution first, to scan the device for hidden threats and make web browsing safe from the first queries. What’s more, reviewing privacy settings on a new device allows you not to share data that you would like to keep private with some applications and services.

The research also shows that the older generation (55+) is generally less included in family security habits. Around 1 in 5 (21%) of this age group globally do not take any measures to protect their family online and only a quarter (24%) install security solutions for family members. The most popular security measure among them turns out to be a password manager, as 40% of this age group recommend their family members to use it.

“We are now using a lot of gadgets and digital services, and with every new device and every additional hour spent online, the potential entry points for cybercriminals continue to grow, exposing us to a wider range of cyber threats. At the same time, not every generation adapts to these rapid changes with the same ease.

“That’s why having someone in the family take on the role of a ‘Family Digital Manager’ can be so valuable, especially when it comes to protecting kids and elder people from digital cyberthreats, give advice and help with the use of trusted security solutions,” comments Brandon Muller, Technical Expert at Kaspersky.

 


Kindly share this post
Continue Reading

Trending