In Nigeria, INSIDER TRADING is taking over. Why? Emeka, our spotter on the front line, investigates.


Surely only some trends apply in my region or market? This is a question we get asked again and again, and as trends are informed by fundamental human needs and wants that we all share it means that any trend can be applied in any region. But local context is important, and differing values, cultures and external change will result in varying innovations. So, in our TW:IN twins posts we ask two spotters for different areas of the globe to share their regional take on one of our trends.

First up is Emeka, one of our Top Spotters who is based in Nigeria, and an Associate Consultant for Headstart, a strategy and innovation agency in Lagos. He recently spoke at a TrendWatching workshop we held at Social Media Week Lagos. | Twitter

At a time when growing numbers of Nigerian consumers are becoming more conscious of brands attitudes, it is start-ups that have taken an early leap to show off internal empathy. What’s more instructive is the fact that consumers have pushed the button by observing and rating the top companies for Millennials to Work in Nigeria, based on employee satisfaction; and it isn’t so surprising that a seemingly-untrusted legacy-free brand came up at the top, considering the new-found love consumers lavish on start-ups.

When Nigerians see that new start-ups’ services and experiences work for others, they want it for themselves (some even call it the 'follow follow' mentality :) and this also applies to the unique and juicy benefits they often offer employees. And now the legacy-laden brands are wanting a piece of the action.

Fidelity bank in Nigeria (who recently just rebranded to target millenials) has prioritised the health of their employees. They have already swayed into action to ensure that the physical fitness of its employees are a top priority (as it affects productivity) by launching a nationwide physical fitness programme to make sure their employees are always in the perfect mindset to obtain excellence in the office.

It is even more exciting to see some brands taking this further by providing a platform for knowledgeable employees to mentor younger people on key leadership skills. Samsung Electronics West Africa’s “Launching People” initiative, through its Employee Volunteer Programme, inspires students to succeed in the global economy, through the application of their skills, experience and resources.

Now we see ‘traditional’ workplaces in Nigeria continuously changing and evolving from a hierarchical environment of hard-copy files, typewriters, monitors and CPUs to a digital, connected and more collaborative environment; thanks to availability of enabling technologies and social collaboration tools. Workers are demanding more flexibility than ever. The rise of smartphones and WiFi now mean people can now work from anywhere.

However, as the traditional workplace changes, traditional styles of leadership will also need to adapt to remain effective and achieve the best results. The Nigerian millennial generation is more about “the network” than “the hierarchy”, therefore future leaders will need to mirror this open, accessible and collaborative approach as traditional hierarchies slowly shift and breakdown.   

Check back next week for a view of INSIDER TRADING from Brazil, when spotter Luiz explains how the divisions and regions in Brazil play a huge role in how successful a brand is with this trend.


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