And we deserve every bit of that celebration.

But sometimes, celebration and growth cannot share the same room. Sometimes, the most loving thing we can do for ourselves, and for the women who will come after us, is to sit with an uncomfortable question:

Are we truly building the future we say we want for Nigerian women?

Because if we are honest, and I mean the kind of honest that does not perform well on a panel stage, the answer is not always a confident yes.

The Competition That Quietly Costs Us

Let us say plainly what many Nigerian women already sense but rarely say out loud: there is a particular kind of rivalry that moves through female spaces in this country, and it does not look like ambition. It looks like something else entirely.

It shows up in the subtle undermining of a colleague’s idea before she can take credit for it. In the discomfort when another woman gets the promotion, the speaking slot, the spotlight. In the unspoken calculation of whether her success somehow reduces your own.

This is not unique to Nigeria. But the shape it takes here, the way competition can quietly revolve around male attention, social proximity, and material validation rather than innovation or excellence — has a specific cost.

The World Economic Forum’s 2023 Global Gender Gap Report ranked Nigeria 129th out of 146 countries on gender parity. Despite some board-level progress — women now hold approximately 25% of board seats at listed Nigerian companies according to IFC 2023 data, the highest on record — they remain almost entirely absent from the chair and CEO roles where strategy is actually set. And across sub-Saharan Africa, women hold under 30% of senior management roles despite making up nearly half of the labour force.

Those numbers do not shift on their own. They shift when the women who get in start deliberately making room.

Women hold under 30% of senior management roles in sub-Saharan Africa, despite making up nearly half the workforce. (ILO/ILOSTAT, 2022)

When rivalry is built around things that ultimately shrink collective power, women end up fighting battles that exhaust us. And the real work — building industries, shaping policy, mentoring the next generation, remains unfinished.

The Narrative We Challenge But Have Not Yet Replaced

There is a story that Nigerian women rightly push back against. The idea that a woman’s worth is tied to the man she is connected to. That her access, her status, her legitimacy come through him rather than through herself.

We challenge this narrative. We call it out at conferences and in comment sections. We post about it and pass the mic to women who agree.

But rejection is not replacement. And if the structures we are building with each other quietly mirror the same hierarchies we say we oppose, where access still flows through proximity, where women gatekeep rather than unlock, where solidarity is performed rather than practiced, then we have not actually moved.

We have just changed the aesthetic.

Nigeria has approximately 23 million female entrepreneurs, one of the highest concentrations of women-owned businesses in the world, according to the World Bank. Yet businesses led entirely by women received just 1.5% of all startup funding raised across Africa between 2019 and 2023, according to data tracked by the World Economic Forum and Africanews. In Nigeria specifically, only one in ten female-founded startups secured any funding at all during that period. The ideas exist. The ambition exists. What remains underdeveloped is the infrastructure of women supporting women at the level that actually changes outcomes.

Nigeria has ~23 million female entrepreneurs, yet all-female led startups received just 1.5% of total African startup funding between 2019–2023. Only 1 in 10 female-founded Nigerian startups secured any funding at all. (WEF, 2024)

Give to Gain: A Strategy, Not a Slogan

The phrase ‘give to gain’ sounds like the kind of thing that belongs on a motivational canvas print. But strip away the aesthetics and what it describes is actually a documented economic strategy.

The evidence on what actually moves the needle is clear, and more nuanced than the usual advice. Mentored employees are consistently five times more likely to be promoted than those without mentors.

But Catalyst’s landmark research adds a sharper edge: for women specifically, mentorship alone is not enough.

Their studies found women are often over-mentored and under-sponsored, meaning they receive plenty of guidance, but rarely have a senior colleague who uses their own political capital to actively advocate for them in the rooms that matter.

McKinsey’s Women in the Workplace data, tracked annually for nearly a decade, confirms the same pattern: women with sponsors, not just mentors, advance at significantly higher rates across industries.

When Ngozi Okonjo-Iweala became Director-General of the World Trade Organization in 2021, she was the first African and the first woman to hold the role. That is history. But what is equally important, and far less discussed, is that her path was shaped by a network of women who recommended her, publicly backed her, and used their platforms to normalize the idea that she belonged there.

That is give to gain. Not charity. Not self-sacrifice. Strategic, intentional investment in people whose success expands the ecosystem for everyone.

Mentored employees are 5x more likely to be promoted, but Catalyst research shows women are over-mentored and under-sponsored. Sponsorship, not just mentorship, is what actually drives women’s advancement. (Catalyst / McKinsey WitW)

When women collaborate instead of compete destructively, opportunities multiply. When knowledge is shared instead of hoarded, the whole field moves faster. This is not idealism, it is what the data shows in sector after sector, from tech to finance to public service.

Paving the Way, Not Just Climbing the Ladder

There is a specific kind of success that changes nothing except the biography of the person who achieves it. They make it in. They do well. And the door closes behind them because it never occurred to them to hold it open,  or because the culture they entered made holding it open feel dangerous.

Nigeria has produced extraordinary women. Amina Mohammed. Ngozi Okonjo-Iweala. Chimamanda Ngozi Adichie. Mo Abudu.

Ibukun Awosika. These are not just individual achievers, they are reference points. They are proof that Nigerian women can lead on the world stage. But proof of possibility and structural change are two very different things.

Structural change happens when enough women in enough rooms ask not just ‘what is my next move?’ but ‘what systems am I leaving behind?’

What industries are we entering and reshaping? What doors are we leaving open? What younger woman is watching us and calibrating her own sense of what is possible based on what she observes?

UNICEF estimates that 7.6 million girls in Nigeria are currently out of school — the largest out-of-school girl population in sub-Saharan Africa. That is not a pipeline problem. That is a pipeline collapse. It will not be solved by speeches. It will be solved by women in positions of influence who treat mentorship not as an optional generosity but as part of the job.

7.6 million girls in Nigeria are currently out of school, the largest out-of-school girl population in sub-Saharan Africa. (UNICEF Nigeria Girls Education Factsheet, June 2022)

Respect Is Built, Not Requested

There is a version of the gender equality conversation that is almost entirely reactive. It catalogues what has been done to women, the discrimination, the glass ceilings, the casual dismissals, and asks society to do better. That conversation is necessary. But it is incomplete.

Respect, particularly in societies where it is heavily tied to visible contribution, does not expand primarily through demand. It expands through presence and undeniable track record.

It grows when women are seen leading the companies that employ thousands. It grows when women are known for building institutions that outlast them. It grows through the accumulation of contribution that makes exclusion increasingly illogical, increasingly costly, increasingly embarrassing for those who practice it.

The African Development Bank estimates that closing the gender gap in agricultural productivity alone, a sector where Nigerian women do the majority of the work but hold the minority of land rights, could increase total agricultural output by 20 to 30 percent. The economic argument for women’s full participation is not a soft one. It is structural. It is foundational.

But it requires women to build visibly. To lead openly. To stop apologising for occupying space and start filling it completely.

Closing Nigeria’s gender gap in agriculture alone could boost total output by 20–30%. The economic case for women’s leadership is structural, not sentimental. (AfDB)

The Nigerian Woman’s Next Chapter

The next phase of the Nigerian woman’s story cannot be built on rivalry dressed up as ambition. It cannot be built on classism masquerading as discernment. It cannot be built on a scarcity mindset that treats every other woman’s success as a threat to our own.

It must be built on something older and more durable than any of that.

It must be built on the understanding that competence is not diminished by sharing it. That influence does not decrease when you use it to open a door for someone else. That the women who shape the trajectory of societies are not simply the ones who rise, they are the ones who rise and, without losing a step, extend a hand.

The numbers make the case. The lived experience confirms it. And somewhere in this country, right now, there is a 22-year-old woman watching what we do with the room we are in and deciding whether it is worth fighting to get into a room of her own.

What are we showing her?

The Real Meaning of Give to Gain

Giving, in this context, is not charity.

It is the mentor who takes the call even when her schedule says no. It is the executive who champions a woman’s idea in the meeting where that woman is not present.

It is the collaborator who shares credit because she understands that shared wins compound. It is the woman who has made it choosing, deliberately and repeatedly, to make the path more visible for those still finding their way.

It is choosing legacy over ego. Substance over status. Long game over short one.

The future of Nigerian women will not be determined solely by how many of us make it into the room. It will be determined by what we do once we get there.

That is the real power of giving to gain.

*Tofunmi Akinseye is the founder/CEO of Savvy Media

The recognition comes as part of Marketing Edge’s 23rd Anniversary celebrations and its 13th annual Summit and Awards, held at the Balmoral Event Hall of Lagos Sheraton Hotel.

This award is a testament to Savvy Media Africa’s rising influence and sterling performance within Nigeria’s marketing communications industry, particularly in the digital sub-sector.

Over the past year, the agency has consistently demonstrated innovation, creativity, and strategic excellence, positioning itself as one of the leading voices shaping modern media and public relations in Africa.

Speaking on the recognition, Tofunmi Akinseye, CEO/founder of Savvy Media Africa, said:

“We are deeply honored by this award. It reflects the hard work, creativity, and passion of our team, as well as the trust our clients and partners continue to place in us. At Savvy Media Africa, our mission is to transform ideas into impactful stories that connect brands with their audiences in meaningful ways. This recognition fuels our commitment to keep raising the bar.”

The Marketing Edge EDGE Awards celebrates outstanding contributions within the integrated marketing communications industry, recognizing brands, agencies, and personalities that have redefined excellence.

Savvy Media Africa extends heartfelt gratitude to Marketing Edge for this honour, as well as to its clients, partners, and dedicated team members whose support has been integral to achieving this milestone.

It’s easy to get swept up in the headlines about polarization, mistrust, and conflicts tearing societies apart. But spend an afternoon listening to Afrobeats, scroll through TikTok clips from Lagos, Nigeria, or watch a Nollywood blockbuster on Netflix, and you’ll see something different.

You’ll see connection. You’ll see laughter. You’ll see creativity refusing to be caged by borders or politics.

I believe Africa’s young people are quietly (and sometimes loudly) healing global rifts through the sheer power of culture. It’s not just entertainment, it’s soft power in action.

Music is one of our strongest bridges. Afrobeats, born in Nigeria, is no longer just “our thing.” It’s the world’s soundtrack. You hear it in clubs in New York, rooftop bars in London, even at parties in Seoul.

Artists like Burna Boy, Wizkid, Tems, Rema, they’re not simply making hits; they’re reshaping how the world perceives Africa. They’re turning a continent that was once a monolithic headline into a mosaic of sound, style, and innovation.

Then there’s Nollywood. It’s not just about telling African stories, it’s about telling human stories through an African lens.

There’s a familiarity in the humour, the family dynamics, the hustle. It’s how we remind the world that while our cultures are unique, our humanity is shared. That’s a subtle, powerful antidote to polarization.

Fashion, too, has become a language of unity. African designers are merging traditional textiles with contemporary designs, strutting runways from Paris to Johannesburg.

A single Ankara jacket can speak volumes, about identity, heritage, and modern style. It’s a statement that says: I’m proud of where I come from, and I belong anywhere.

And then there’s sports. Football, especially, doesn’t know tribe or religion. When the Super Eagles score, Nigerians celebrate as one. Across Africa, young people pour their passion into sports, creating moments that unite not only countries but an entire continent.

But this cultural bridge isn’t one-way. Africa is showing up in places you’d least expect.

During my recent trip to China—a trip that started as a planned group tour but somehow turned into a solo adventure, I found myself walking into restaurants built specifically for Africans.

Places where menus catered to African tastes, staff spoke a few words of Igbo or Yoruba, and familiar music played softly in the background.

It was surreal and comforting at the same time. Thousands of miles from home, there was a piece of Africa waiting for me.

It made me realize that we’re not just exporting culture; we’re planting roots. Africans are becoming part of the social and economic fabric of communities around the world. We’re represented in business, cuisine, fashion, music, and so much more. We’re shaping how the world eats, dances, shops, and thinks.

As a PR professional and cultural catalyst, I see youth culture as more than a trend. It’s a tool. It’s a way for brands, governments, and communities to communicate hope instead of fear, connection instead of division.

African youth are leveraging social media to tell their stories, share their art, and build communities that transcend the usual fault lines.

Local influencers, some with just a smartphone and a dream, are bridging global divides. They’re speaking the language of Gen Z and Millennials everywhere: authenticity.

When they dance to a new Afrobeats hit, showcase Nigerian street food, or wear Ghanaian Kente with pride, they’re not just influencing trends; they’re stitching a global tapestry where Africa is at the center, not the periphery.

The role of youth-led narratives in healing polarization cannot be overstated. Because here’s the thing: polarization feeds on ignorance and unfamiliarity. But culture introduces people to each other. It humanizes “the other.” It makes a distant place feel like home.

So on this World PR Day, under the theme of building bridges and navigating polarization, I’m choosing to celebrate Africa’s young creators, artists, and dreamers.

They remind me, and all of us, that even in a world pulling apart at the seams, there’s still music, fashion, film, and sports to tie us back together.

The bridge is already being built. And it’s alive with the beat of Afrobeats, the colours of Ankara, the drama of Nollywood, the roar of football fans, and yes, even a little corner of an African restaurant in the middle of China.

Here’s to the hope that Africa’s youth will keep reminding the world: there’s far more that connects us than divides us.

To truly stand out in 2025, personal brands and businesses alike must embrace contrarian branding—finding that fresh, disruptive angle that not only commands attention but also reshapes the narrative in their space.

This approach requires boldness, creativity, and a willingness to defy norms. Let’s explore why novelty is the game-changer in personal branding, using Funke Akindele and Rosalind Umar as inspiring case studies.

Why Novelty is Key to Disruption

In crowded markets, sameness is the enemy. Consumers are constantly bombarded with similar offerings, messages, and ideas. Novelty cuts through the noise, offering something unexpected and memorable.

Novelty doesn’t just mean being different for the sake of it—it’s about strategically challenging norms to present fresh perspectives or experiences. By doing so, you:

1. Capture Attention: People are naturally drawn to the unconventional.
2. Spark Conversations: Novel ideas invite discussions and debates.
3. Create Emotional Connections: Uniqueness often resonates on a deeper level, making your brand unforgettable.

Now, let’s see how Funke Akindele and Rosalind Umar have mastered this art.

Funke Akindele: Disrupting Nollywood with Innovation

Funke Akindele has become synonymous with blockbuster success in Nollywood, thanks to her unparalleled ability to disrupt the market.

Case Study: A Tribe Called Judah

The movie shattered box office records, becoming the first Nollywood film to gross over a billion Naira. Funke’s secret? A bold marketing campaign that merged storytelling with community-building.

• Innovative Campaigns: She created a tribe-like community around the movie, encouraging fans to identify with the characters and themes.
• Engaging Content: Through viral TikTok challenges, star-studded cast reveals, and creative teasers, Funke Akindele built anticipation and hype.

Case Study: Everybody Loves Jenifa

Her most recent success is another testament to her disruptive genius, crossing the billion Naira mark in just a few weeks.

• Seasonal Themes: A Christmas-themed song featuring the cast and crew added a festive twist, making the campaign feel timely and relatable.
• Star Quality: A star-studded cast brought credibility and mass appeal.
• Social Media Domination: Funke used TikTok challenges to encourage user-generated content, amplifying the movie’s reach organically.

Rosalind Umar: Redefining Fitness in Nigeria

At 73, Rosalind Umar has turned heads and captured hearts as a fitness enthusiast redefining aging in Nigeria. Her journey exemplifies the power of authenticity and novelty in personal branding.

Case Study: From Viral Sensation to Fitness Icon

Rosalind’s story broke the internet when videos of her energetic gym sessions went viral.

• Authentic Storytelling: She leaned into her unique identity—a 73-year-old woman breaking stereotypes about fitness and aging.
• Media Spotlight: Rosalind leveraged interviews and features on platforms like BBC and Channels TV to tell her story, inspiring a generation.
• Breaking the Mold: Rosalind’s unconventional takes on life and marriage catapulted her from just 100 followers to an incredible 99,000 in only five months, making her a viral sensation.

Key Takeaway:

Rosalind didn’t just join the fitness space; she disrupted it by embodying a persona that was fresh, inspiring, real and deeply relatable. Her story challenged societal norms about age and physical activity, creating a niche that was uniquely hers.

How to Embrace Contrarian Branding in 2025

1. Find Your Angle: What makes you different? What can you offer that no one else is doing in your niche?
2. Challenge the Norms: Identify outdated assumptions in your space and flip the script.
3. Leverage Novelty: Create campaigns, products, or messages that surprise and delight your audience.
4. Embrace Collaboration: Partner with others in your space to amplify your reach while staying true to your unique identity.
5. Use Digital Tools: Platforms like TikTok, Instagram Reels, and YouTube are perfect for creating and sharing disruptive campaigns.

Conclusion: Disrupt to Thrive

Funke Akindele and Rosalind Umar are living proofs that disruptive, contrarian branding isn’t just a strategy—it’s a mindset. By daring to be different and finding innovative ways to connect with their audiences, they’ve turned their brands into cultural phenomena.

In 2025, the challenge isn’t to compete; it’s to redefine the game entirely. Be bold, be innovative, and most importantly, be unforgettable.

Today, public relations is no longer the domain of a select few with formal training. Instead, it has become an open arena where individuals build personal brands and establish authority in various fields. This transformation underscores the importance of ethical practices in the digital era.

Social media’s impact on public relations is profound. Platforms like Twitter, Instagram, and LinkedIn have allowed anyone with an internet connection to share content and voice opinions, effectively creating citizen journalists.

This shift has broadened the definition of journalism and birthed powerful influencers and niche communities within the social media landscape.

The traditional levels of communication, once governed by editorial oversight and professional standards, have been flattened. This direct connection between individuals and their audiences, while empowering, has also led to the unchecked spread of information.

As the internet remains a free and open space, the responsibility of ethical communication falls heavily on those who wield influence.

The Ethical Dilemma in Personal Branding

Building a personal brand online presents a significant ethical dilemma. On one hand, there’s the allure of popularity—garnering clicks, likes, and headlines by any means necessary. On the other, there is the imperative to maintain integrity, authenticity, and responsibility.

This dichotomy often places everyday people in a challenging position, torn between ethical practices and the temptation to sensationalize.

Social media’s rise has indeed given a platform to those without traditional journalism backgrounds. However, this democratization also means that many dive into topics beyond their expertise, spreading misinformation and sometimes, unintentionally, contributing to the noise rather than clarity.

The Responsibility of Influence

As ordinary citizens find their voices amplified, the potential impact of their statements grows. This influence can shape opinions, incite actions, and even affect public policy. Hence, the ethical use of these platforms becomes crucial, especially when addressing sensitive or polarizing issues. It’s essential for individuals to recognize the power they hold and wield it responsibly.

Promoting Ethical Practices in the Digital Era 

• Fact-Checking and Verification: Before sharing information, it’s vital to verify its accuracy. This prevents the spread of false information and upholds the integrity of one’s personal brand.
• Transparency and Accountability: Be transparent about sources and motivations. If a mistake is made, acknowledge it and correct it promptly.
• Respecting Privacy: Ethical PR involves respecting the privacy and dignity of others. Avoid sharing unverified personal information or engaging in harmful gossip.
• Constructive Engagement: Foster a culture of constructive dialogue rather than inflammatory rhetoric. Encourage respectful discussions and be open to differing viewpoints.
• Educational Responsibility: Use your platform to educate and inform. Share knowledge within your expertise and direct followers to credible sources for topics beyond your scope.

As we celebrate World PR Day 2024, it’s imperative to recognize the evolving role of citizens in public relations.

The power to influence has never been more accessible, but with this power comes the responsibility to act ethically.

By committing to ethical practices, individuals can build personal brands that are not only influential but also respected and trusted.

In a world where information flows freely, let’s be the gatekeepers of truth and integrity, shaping a digital landscape that values ethical PR practices for the greater good.

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Tofunmi Akinseye, CEO and Publisher of Savvy Media Africa, is a highly accomplished professional in the media and communications field.

Despite the strides made in the formal sector, the respect and value afforded to Nigerian women often fail to extend beyond the confines of the workplace.

Many women continue to face systemic discrimination and unfair treatment in the family unit, the informal sector, and on the streets of Nigeria.

It raises the question: are we championing Nigerian women’s rights because it aligns with global standards, or do we genuinely believe in their intrinsic worth and value?

It’s disheartening when women are lauded in professional settings but encounter disrespect and bias elsewhere, perpetuating a cycle of inequality.

In Lagos, for instance, the existence of restaurants that bar unaccompanied women from entering underscores the stark contradiction between progress in the workplace and persistent societal biases.

Are Nigerian women truly seen as deserving of respect, or are they merely riding the wave of global trends?

To effect real change, we must delve deeper into our cultural values and societal norms, particularly regarding the perception and treatment of women.

Meaningful progress requires grassroots initiatives, legal protections, and social reforms that address gender disparities at their core.

It’s time for Nigeria to move beyond token gestures of inclusivity and enact tangible measures to empower women in all aspects of life. Only then can we truly celebrate International Women’s Day with authenticity and purpose.

Steps to Solve the Problem:

Education and Awareness: Promote gender equality education from grassroots levels to raise awareness of women’s rights and challenge harmful stereotypes.

Legal Reforms:

Enact and enforce laws that protect women’s rights and prohibit discrimination in all spheres of life.

Economic Empowerment:

Provide opportunities for women’s economic participation, including access to education, training, and entrepreneurship support.

Social Inclusion:

Foster a culture of inclusivity and respect for women in both public and private spaces, challenging discriminatory practices.

Leadership and Representation:

Encourage women’s leadership and representation in decision-making roles across sectors, promoting diverse perspectives and experiences.

Cultural Shift:

Promote a cultural shift that values and respects women’s contributions to society, challenging traditional gender roles and stereotypes.

Media Representation:

Ensure that the media portrays women in a positive and empowering light, promoting gender equality and challenging stereotypes.

Corporate Responsibility:

Encourage businesses to adopt gender-inclusive policies and practices, promoting diversity and inclusion in the workplace

Support Networks:

Establish support networks for women, providing them with access to resources, mentorship, and opportunities for personal and professional development.

It’s time for Nigeria to move beyond superficial gestures and take concrete action to empower women. Only then can we celebrate International Women’s Day (IWD) with sincerity and purpose.

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Tofunmi Akinseye, CEO and Publisher of Savvy Media Africa, is a highly accomplished professional in the media and communications field.

Yet, amidst the chaos that surrounds us, there is a glimmer of understanding – albeit tenuous.

Understandably, the average Nigerian youth is preoccupied with grappling with their basic needs, leaving little room for contemplation on the deeper issues plaguing our country.

However, Maya Angelou’s words ring true: “The root cause of all the problems we have in the world today is ignorance, of course. But most of all, polarization.”

Our steadfast refusal to acknowledge grey areas and our entrenched polarization are corrosive forces, eroding the very fabric of our nationhood.

This polarization is exacerbated daily by the Nigerian media, which thrives on our chaos. From sensationalized headlines to unverified information and clickbait tactics, the media’s modus operandi seems more aligned with profiting from discord than fostering unity.

In an era dominated by social media, where snackable content reigns supreme, substantive journalism often takes a backseat.

The media landscape, for the most part, is dominated by negativity. As Peter McWilliams astutely observed, “Bad news gets higher ratings and sells more than good news.”

Yet, while this may explain the media’s penchant for sensationalism, it does not absolve them of their responsibility to uphold ethical standards.

As a media professional myself, I am acutely aware of the dilemma faced: conform to popular narratives or champion truth and integrity.

However, it is imperative to recognize that within the realm of media ethics lies the duty to promote patriotism, advocate for peace, and foster national unity – values that are indispensable for our country’s progress.

Every day, our nation’s image is tarnished, perpetuating a cycle of negativity that only serves to deepen our woes. The media, complicit in perpetuating ignorance among the youth, capitalizes on their susceptibility to misinformation and sensationalism.

It is incumbent upon young Nigerians to realize that ignorance is no longer a viable excuse; we must arm ourselves with knowledge and engage in the discourse surrounding governance and politics if we are to fulfill our potential as future leaders.

However, our current approach – merely skimming the surface of our problems – is akin to pruning a tree’s branches without addressing its root.

It offers no lasting solutions, only temporary respite from our collective anguish. This is an exposé on how the Nigerian media perpetuates chaos and how the youth must resist being mere pawns in their game for clicks and ratings.

In conclusion, the onus is on us, the youth of Nigeria, to rise above the fray and reclaim our narrative. We must demand accountability from the media, empower ourselves with knowledge, and actively participate in shaping the future of our nation.

Only then can we hope to transcend the chaos and build a Nigeria we can all be proud of.

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Tofunmi Akinseye, CEO and Publisher of Savvy Media Africa, is a highly accomplished professional in the media and communications field.

As the curtains draw on this chapter, a disconcerting narrative unfolds—one where brands, in their relentless pursuit of popularity, risk losing their very essence, succumbing to the siren call of trends, be they controversial or lacking enduring significance.

The dance between popularity and authenticity became increasingly intricate, with brands opting for clout over impact.

A fervor to be at the forefront of the latest trends, regardless of their long-term implications, left a palpable void—a chasm that, at times, seemed insurmountable.

Within the media landscape, the struggle for attention reached new heights, and as the cacophony of voices vied for the spotlight, brands found themselves at a crossroads.

The essence of their identity teetered on the precipice, caught between the gravitational pull of new media’s allure and the anchor of their brand’s foundational values.

The pursuit of popularity, though a tempting endeavor in the age of metrics and clicks, saw many brands lose themselves in the vortex of trends – often controversial, seldom carrying the weight of long-term impact.

It became a numbers game, where the instant gratification of virality overshadowed the enduring resonance of authenticity.

In the quest for clout, the echoes of brand essence began to fade into the background, drowned out by the cacophony of what’s trending.

The fine line between maintaining a brand’s unique identity and succumbing to the magnetic pull of new media started to blur perilously.

As we stand on the cusp of 2024, it’s imperative for brands to reevaluate their strategies and recalibrate their compasses.

The allure of numbers should not supersede the profound impact that authenticity and purpose can impart. So, what lessons can we glean from this narrative, and how can brands redefine their trajectory in the uncharted territory of 2024?

1. Rediscovering Authenticity in the Age of Clout

In the pursuit of likes, shares, and trending hashtags, brands must pause and reflect on their core values.

Authenticity remains an unrivalled currency in the digital age. In 2024, a strategic return to the roots of brand identity can set the stage for a genuine connection with audiences.

2. Substance Over Sensation

It’s time for brands to ask the crucial question—what legacy are they building? Substance trumps sensation in the long run. Crafting content and campaigns that resonate on a deeper level, leaving a lasting impact, should take precedence over fleeting moments of online applause.

3. Embracing Impactful Narratives

The power of storytelling cannot be overstated. Brands should shift their focus from fleeting controversies to narratives that stand the test of time. Impactful storytelling not only captures attention but also engrains brand messages in the collective consciousness.

4. Striking a Balance with New Media

While the allure of new media is undeniable, brands must tread carefully. Embrace the platforms that align with your values and goals, rather than succumbing to a one-size-fits-all approach. Thoughtful curation over indiscriminate participation is key.

As the curtain rises on 2024, the call-to-action echoes loud and clear. It’s time for brands to navigate the abyss with purpose, steering away from the perilous dance between popularity and authenticity.

The new year beckons as a canvas for brands to redefine their narrative, reclaim their identity, and weave a story that transcends the fleeting trends of today, resonating with the hearts and minds of tomorrow.

*Tofunmi Akinseye, CEO and Publisher of Savvy Media Africa, is a highly accomplished professional in the media and communications field.

In the wake of the tragic passing of the talented artist Mohbad, the underbelly of the entertainment industry in Nigeria has been laid bare. Yet, this is not a solitary instance. Rather, it’s a symptom of a larger ailment pervasive across every echelon of leadership in the country.

From the music industry to political spheres, religious bodies, godfatherism, nepotism, exploitation, and intimidation have woven their roots deeply.

This phenomenon raises a critical question: How are leaders appointed, and what metrics underpin these appointments? The absence of clear, transparent processes opens the door to abuse of power.

This issue extends beyond the entertainment industry. It seeps into our schools, corporate realms, and even houses of worship. Negative power dynamics are allowed to flourish, fueled by a culture of silence, cultural and religious dogmas, economic disparities, and failing institutional frameworks.

The recent tragic incident involving the late Nigerian singer, Ilerioluwa Oladimeji Aloba, popularly known as Mohbad has shed light on a pervasive issue not limited to the entertainment industry but prevalent in every facet of leadership within Nigeria.

The dynamics of Godfatherism, nepotism, exploitation, and intimidation that played a part in Mohbad ‘s story are symptomatic of a deeper malaise that plagues our nation’s leadership structures.

A Systemic Problem

Negative power play is not exclusive to the music industry; it permeates various sectors of our society. From politics to corporate organizations, from educational institutions to religious bodies, the stench of exploitation and intimidation often hangs in the air. To understand this issue better, we must delve into the factors that allow it to thrive.

1. Silence Culture

Nigeria has, for too long, been entrenched in a culture of silence. The fear of retribution for speaking out against injustices has crippled our ability to challenge authority. In the case of Mohbad, many remained silent out of fear for their careers or personal safety. Breaking this culture of silence is paramount to exposing and eradicating negative power play.

2. Cultural and Religious Dogma**

Our rich cultural and religious traditions can sometimes be wielded as tools of control. These traditions, when misinterpreted or misapplied, can lead to a climate where exploitation goes unchallenged. It is essential to strike a balance between respecting tradition and ensuring that these norms do not infringe upon the rights and dignity of individuals.

3. Poverty and Failed Institutions

Poverty and a lack of opportunities exacerbate negative power play. When people are desperate for livelihoods and success, they become more susceptible to manipulation and exploitation. Additionally, the failure of institutions designed to protect citizens from such abuses further perpetuates the problem.

4. Economic Disparities: The Fertile Ground for Exploitation

In a nation grappling with economic disparities, individuals in positions of power hold significant sway. Desperation for opportunities or livelihoods often leads to compliance, even in the face of exploitation. This power imbalance perpetuates a cycle of abuse.

Taking Leadership Seriously

Addressing negative power play requires a multi-faceted approach:

1. Transparent Leadership Appointments

We must scrutinize how leadership roles are appointed. Meritocracy should be the guiding principle, not nepotism or political influence. The process should be transparent and based on competence, experience, and vision.

2. Accountability and Checks

Institutions need robust mechanisms for accountability. Leaders, whether in politics, business, or entertainment, must be held accountable for their actions. Whistleblower protection and judicial independence are essential components of such checks.

3. Empowering the Silent Majority

We need to empower individuals to speak out against exploitation and intimidation. This involves creating a safe environment for whistleblowers and nurturing a culture where voicing concerns is seen as an act of bravery, not betrayal.

4. Reforming Cultural Norms

While respecting our cultural and religious norms, we must also reform those that perpetuate negative power dynamics. This requires open dialogue and a willingness to reinterpret traditions in a way that aligns with modern values of equality and justice.

5 Education and Advocacy

Empowering individuals with knowledge about their rights and avenues for reporting exploitation is a critical step.

6. Youth Empowerment

Fostering a new generation of leaders with a commitment to transparency, accountability, and ethical conduct is essential.

The Mohbad incident is a tragic reminder that negative power play thrives in Nigeria. To combat this deeply rooted issue, we must collectively challenge the status quo.

By breaking the culture of silence, reevaluating cultural norms, and demanding transparency and accountability, we can begin to dismantle the systems that enable exploitation and intimidation. It’s time to take leadership seriously in Nigeria and build a nation where every citizen can thrive without fear of oppression.

In the face of challenges and struggles, hope has always served as a beacon of light, guiding nations towards progress and transformation. Nigeria, a vibrant nation with a youthful population, is now embarking on a journey of #RenewedHope—a new dispensation that holds immense promise for its youth.

In Nigeria, where the youth population comprises a significant portion of the nation, there is a palpable sense of hope and aspiration for a new democratic era.

The average Nigerian youth, armed with dreams and ambitions, seeks meaningful changes that will positively impact their lives and shape a brighter future.

With renewed hope, they yearn for specific transformations in various aspects of their lives and society at large. Let’s delve into what the average Nigerian youth seeks from this new democratic era.

1. A Time of Transformation:

The concept of #RenewedHope represents a significant shift in the political, economic, and social landscape of Nigeria.

With a focus on good governance, transparency, and inclusivity, this new dispensation must create an environment conducive to growth and development, especially for the youth—the backbone of the nation.

2. Empowering the Youth:

At the heart of #RenewedHope is the empowerment of Nigerian youth. Recognizing their immense potential, the new dispensation must provide access to quality education, vocational training, and skill development opportunities.

This investment in the youth is crucial for fostering innovation, entrepreneurship, and economic advancement.

3. Unleashing Potential:

Nigeria’s youth population is a dynamic force brimming with talent, creativity, and ambition. The #RenewedHope must offer them a platform to thrive, encouraging them to pursue their dreams, unleash their potential, and contribute meaningfully to the nation’s growth. This, in turn, can fuel a positive cycle of progress and prosperity.

4. Employment and Entrepreneurship:

One of the pressing concerns for Nigerian youth is the lack of employment opportunities. The new dispensation must underline the importance of job creation, promoting a conducive business environment and supporting entrepreneurship. By fostering a culture of innovation and providing necessary resources, the youth can become drivers of economic growth and job creators themselves.

5. Youth Involvement in Governance:

#RenewedHope recognizes the critical role of youth in shaping the nation’s future. It emphasizes their inclusion and participation in decision-making processes, policy formulation, and governance. By giving the youth a voice and enabling their active involvement, the new dispensation must ensure their perspectives are heard and their aspirations are addressed.

6. Harnessing Technology and Innovation:

In an increasingly digital world, #RenewedHope acknowledges the power of technology and innovation. It encourages the youth to embrace digital literacy, explore emerging technologies, and leverage them to drive societal progress. This emphasis on technology creates avenues for the youth to access information, engage in online entrepreneurship, and contribute to Nigeria’s digital transformation.

7 Quality Education and Skills Development:

The average Nigerian youth desires a revamped educational system that provides quality education, equips them with relevant skills, and prepares them for the challenges of the modern world. They hope for improved infrastructure, well-trained teachers, updated curricula, and increased access to educational opportunities, ensuring that every youth has a fair chance to succeed.

8 Good Governance and Accountability:

The average Nigerian youth seeks transparent, accountable, and participatory governance. They desire leaders who prioritize the welfare of the people, embrace inclusivity, and demonstrate integrity.

They yearn for effective institutions that tackle corruption, ensure equal opportunities, and protect human rights. By fostering good governance practices, the new democratic era can restore the faith of Nigerian youth in the system and empower them to actively engage in nation-building.

9 Social Justice and Equality:

Nigerian youth aspire to live in a society that upholds social justice and equality for all. They seek an end to discrimination based on ethnicity, religion, or socioeconomic status.

They yearn for an inclusive society where everyone has equal access to resources, opportunities, and social services. By promoting inclusivity and addressing systemic inequalities, the new democratic era can create a fair and just society that embraces diversity and empowers every Nigerian youth.

10 Improved Infrastructure and Basic Amenities:

The average Nigerian youth hopes for improved infrastructure that enhances their quality of life. Access to reliable electricity, clean water, affordable housing, efficient transportation systems, and modern healthcare facilities are among their priorities. Adequate infrastructure investment will not only improve living conditions but also foster economic growth and development, creating a conducive environment for Nigerian youth to thrive.

11 Civic Participation and Youth Empowerment:

Nigerian youth are eager to actively participate in decision-making processes and have their voices heard. They seek platforms for civic engagement, where their ideas, concerns, and aspirations can shape policies and influence change. Youth empowerment programs that provide training, mentorship, and funding for entrepreneurship are also crucial in nurturing the potential of Nigerian youth and fostering a culture of innovation and creativity.

In a country as vibrant and diverse as Nigeria, the youth population holds tremendous potential for driving positive change and shaping the future. However, to fully harness this potential, it is crucial to provide them with a renewed sense of hope and create an environment that fosters their development.

The #RenewedHope movement has emerged as a catalyst, igniting optimism and generating opportunities for Nigeria’s youth, and as Nigeria enters a new democratic era, it is essential to address the expectations and aspirations of its youth. By actively engaging the youth in the democratic process, fostering transparency and accountability, creating economic opportunities, prioritizing quality education and skills development, and ensuring security and social welfare, Nigeria can renew hope and trust in its governance among its youth population.

The #RenewedHope campaign must be committed to building a brighter future for Nigerian youths, where their voices are heard, their dreams are nurtured, and their potential is unleashed. Together, let us work towards a democratic era that empowers and uplifts the aspirations of Nigerian youth.

About the writer

Tofunmi Akinseye, CEO and Publisher of Savvy Media Africa, is a highly accomplished professional in the media and communications field. With a strong background in copywriting and digital marketing, she brings valuable expertise to her role. Despite establishing her PR company just a year ago, Tofunmi has already achieved remarkable success by working with renowned brands such as Filmhouse Cinemas, leading a highly successful campaign for the West African Premiere of Black Panther.

Beyond her professional achievements, Tofunmi is deeply committed to empowering young people and creating opportunities for their success. Through the Savvy Media Edtech Initiative, she has empowered over 500 youths by equipping them with essential digital skills needed in today’s world. Collaborating with influential organizations like Google, Facebook, and StartWebAfrica, Tofunmi actively pursues her vision of fostering growth and development.

Under Tofunmi’s leadership, Savvy Media Africa’s magazine has become a platform that features notable personalities, including renowned figures from the entertainment industry. By showcasing their stories and talents, Tofunmi aims to highlight the immense potential that exists within individuals. With her unwavering belief in investing in human potential, Tofunmi Akinseye continues to empower young individuals and drive positive change in the media industry. Her remarkable journey serves as an inspiration to aspiring entrepreneurs, illustrating the transformative power of passion and dedication.