General News
Challenges of Communicating with World’s Fastest Growing Middle Class

Despite the vast opportunities that Africa is presenting to various brands and businesses, communicating with the continent’s one billion consumers can be a challenge due to the various cultures, political situations and language barriers that exist.
This is according to Megan Collinicos, head of Advertising and Public Relations for DHL Express Sub-Saharan Africa, who says that should messages and channels not be correctly targeted and adapted for this growing market, the success rate of businesses expanding into this region is significantly diminished.
The African Development Bank has reported that on the back of economic growth in various African territories, rising real incomes will lead to higher consumer spending, which is projected to almost double in the next decade.
It is further reported that a growth of 4.5% in per capita GDP compounded annually through 2015 will result in an increase of more than 35% in consumer spending in Africa.
Collinicos pointed to the recently released Nielsen’s Emerging Market Insights research , which highlights that consumers in Africa are very receptive to marketing messages, with half (48%) of those interviewed confirming that advertising has significant influence on their purchase decisions.
The research also revealed that 38% of respondents are motivated to buy a specific product due to promotional activities and that 34% will buy more of or give preference to products from companies that they know engage in corporate social responsibility programs or practices. Word of mouth marketing continues to play a large part in the decision making of emerging-market consumers.
“Companies should therefore be innovative when it comes to marketing on the African continent, as consumers in these regions are relatively open when it comes to non-traditional channels. It is also key to have individual strategies for the different regions in Africa, as what may work in Nigeria will not necessarily work well in Uganda or Zambia.
“As we are present in every country in Africa, we have worked hard to understand each individual market and develop individual strategies to suit them. We have seen some of our greatest success from street activations where we engage in fun activities with the general public. This is especially effective in cities where the traditional advertising landscape is already cluttered.
“Our service promise is ‘Excellence. Simply Delivered’ and therefore we aim to centre our communication messages and actions around shipping and delivering with excellence. That way it gives the consumer a clear idea of what we do – this enables us to combine brand awareness with brand association, so when consumers need to send a package, they think of DHL,” Collinicos added.
She also said, “It is predicted that internet usage on mobile phones will increase 20-fold in the next five years in Africa, which is double the rate of growth in the rest of the world, and the price of data is set to steadily decrease. This makes digital and smart social media advertising techniques a viable channel to reach your target market. It’s relatively cost effective in relation to traditional channels and has the added benefit of being flexible and immediate.
“We have in excess of 450 000 fans on Facebook, which allows us to communicate with a large audience in real time, about everything from special offers, shipping tips, promotional activities, sponsorships, sharing our CSR stories and using it as an additional customer service platform.”
“As excitement and interest mounts around Africa being an attractive growth market for SMEs, careful attention should be paid to choosing marketing strategies for the respective regions – effective communication can make or break the success of global expansion”.
General News
Nigeria Treats Religious Violence as Attack on State – NSA Ribadu

National Security Adviser Nuhu Ribadu has said the federal government considers religious violence an attack on the Nigerian state, stressing that the protection of all citizens, regardless of faith, is non-negotiable.

According to presidential spokesperson Bayo Onanuga, Ribadu made the remarks in Abuja at the close of a US–Nigeria Joint Working Group session.
“Nigeria is a deeply plural society, and the protection of all citizens, Christians, Muslims, and those of other beliefs, is non-negotiable,” Ribadu said.
“Violence framed along religious lines is treated as an attack on the Nigerian state itself.”
In a follow-up post on X, Ribadu said the joint working group has recorded “tangible operational gains” in the fight against terrorism.
The working group was set up following Nigeria’s designation as a Country of Particular Concern (CPC) by US President Donald Trump, a label that often triggers policy actions aimed at ending severe violations of religious freedom.
At the meeting, Ribadu led Nigeria’s delegation, which included representatives from 10 ministries and agencies, while the US delegation, made up of eight federal agencies, was led by Allison Hooker, US under-secretary of state.
Ribadu said Nigeria-US security cooperation has moved from dialogue to action, resulting in the disruption of terrorist networks and transnational criminal groups. He also praised the US for supplying drones, helicopters, platforms, spare parts, and other support systems over the past five years.
Speaking at the session, Hooker said the US was committed to expanding its partnership with Nigeria, particularly on deterring violence against Christian communities.
“Today, we are here to discuss how we can work together to deter violence against Christian communities, prioritising counter-terrorism, insecurity, investigation of attacks, and holding perpetrators accountable,” she said.
She added that efforts would focus on reducing killings, forced displacement, and abductions of Christians, especially in Nigeria’s north-central states
General News
PalmPay User Shares Experience on Fintech Apps to Trust in Nigeria

For many Nigerians, fintech apps are judged by one simple question: Can I trust the platform? For Happiness, a young Nigerian entrepreneur, the answer manifested in the most defining moments of her life.

Trust Built Through Everyday Use
In 2025, Happiness relied on PalmPay to run her business, from receiving customer payments, paying vendors, and managing daily transactions. During PalmPay’s Hustle Grant Campaign, she joined thousands of small business owners hoping to win the N500,000 funding.
While she didn’t make the shortlist, the campaign gave her business something just as valuable: visibility. New customers discovered her brand, enquiries increased, and sales followed.
PalmPay didn’t just host a campaign; it created an ecosystem where small businesses could be seen and supported.
Just days later, Happiness’ life changed. On August 30, 2025, she lost her father. With this loss came challenges, especially payments. They tried transferring money through regular banks but were met with declined transactions. Happiness suggested using her PalmPay account and it was successful.
In a moment defined by loss and urgency, PalmPay cut through the chaos, proving that reliability isn’t a feature, it’s a lifeline. Happiness’ relationship with PalmPay didn’t stop at transactions. Through other management tools on the app, she learned to build discipline around her finances.
More Than an App, a Financial Partner
Beyond transactions, PalmPay’s tools helped Happiness build better money habits and financial discipline. Today, the brand continues to reward reliability through initiatives like its ongoing Premier Cool campaign, reinforcing a simple message: consistency should come with value.
The idea is simple: Purchase a bar of soap and stand a chance to get ₦10,000cash and other cash benefits.
It’s PalmPay’s way of saying that smart money habits deserve real value in return.
Why PalmPay Earns Trust
Life doesn’t give warnings before it tests you. When it does, you need a platform that doesn’t just usually work but always works.
For many users, PalmPay proves to be more than a payment app. It is a trusted partner powering ambitions, supporting users through defining life moments, while helping them bank smartly.
When it mattered most, PalmPay worked. To watch the full testimonial visit: @palmpayapp_ng
General News
Nigerians Target Self-Improvement, Business Startups in 2026 Google Data

Google Search data from the first two weeks of 2026 reveals Nigerians are prioritising ambition, self-growth, and entrepreneurial ventures as they embrace the new year with renewed drive for personal and professional excellence.

The data shows a 40 per cent spike in searches related to self-improvement and “becoming better”, reflecting a nationwide shift from mere resolutions to actionable plans across boardrooms, classrooms, and homes. Entrepreneurship leads the charge, with “how to start a business” topping “how to start” queries after an 80 per cent surge, alongside rising interest in blogging, podcasting, and YouTube channels to foster economic opportunities.
Personal development dominates, as searches for “how to be a better person” rose 20 per cent, extending to relationships with queries on becoming better lovers, partners, husbands, wives, and listeners. Health resolutions gain traction, with 40 per cent increases in “how to eat healthy”, “healthy diet”, and “how to meditate” underscoring commitments to physical vitality and mental wellness.
Skill mastery captivates diverse audiences, from “how to improve English” and communication skills to enhancing memory, credit scores, and even handwriting, while leisure pursuits spike in “how to get better at” chess, singing, running, Fortnite, and soccer. Top searches include “how to improve communication skills”, “how to be a better listener”, and entrepreneurial starters like “how to start a podcast”, painting a portrait of a nation honing edges for success.
Taiwo Kola-Ogunlade, Communications and Public Affairs Manager for West Africa at Google, described the trends as a “powerful reflection of Nigeria’s collective ambition”, affirming the company’s dedication to tools like Search and Gemini for guiding Nigerians toward prosperity
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