BRENTT Consulting takes a look at the top trends that will drive the Nigerian consumer for 2012.

1. 10 CONSUMER TRENDS
THAT WILL SHAPE
2012
A BRENTT Report
NIGERIA

2. HOW TO
USE THIS STUDY
• Connect. Reach your consumers
at the point that matters most to
them. This trend study can inspire
brand architects to create marketing
communications that is relevant &
organic to the brand user’s lifestyle
by identifying symbols, signals,
images language that connect with
today’s consumer.
• Engage. Social/new media &
brand activations are becoming more
effective in reaching consumers than
traditional advertising. Use this study
to guide twitter/facebook/online
communications, marketing
promotions, & activation strategy
throughout the year.
• Research. Deep dive into trend
points to find out extent of adoption
within your own target audience and
specific meaning for your brand.

3. • Trends are never static. They are continuously evolving. Indeed, many of last years trends
will flow into this year, and this year will inform the following year.
• This study focuses on the consumer and his/her experiences and interactions with life in
general. It is qualitative in nature and does not simultaneously, with one fell swoop apply to ALL
consumers.
• Yes, there are more than 10 trends. Shocking, we know. But these are 10 really REALLY good
ones you should watch out for. Here in no specific order…

4. 1. MOBILITY
It’s no longer just about convenience. On-the-go is the name of the game and
consumers want information, entertainment, services at the tip of their fingers,
wherever they are. Forget reaching them at home or at work, they are everywhere
and expect you to keep up. Mobile apps & mobile browsing services that bring make
information easily accessible and those boring waiting room moment more bearable
will take the cake!

5. 2. TOUCHY-FEELY
Touch and motion now guides status and aspiration amongst consumers. IPads and
IPhones may not be accessible to everyone yet but it’s a key symbol of coolness and
social “arrival” that can’t be ignored. Touch & motion do not have to end with
smartphones and tablets but screen culture can permeate restaurant experiences,
teleconferencing, office presentation, in-store and point-of sale display. Screen
culture will automatically enhance all brand experiences.

6. 3. OLYMPIC FEVER
As with every Olympic year, unless one lives under a rock. In a remote village. With
no outside contact whatsoever, you’re likely going to be influenced by the Olympic
games and the run up to the spectacle. National pride and patriotism are running on
a uber high coupled with nostalgia and strong feelings of community. Consumers
expect to be bombarded with the usual “official sponsor” stamp, but will appreciate
more messages that explore that emotional connection.

7. 4. CITIZEN JOURNALIST/ACTIVIST
When a young lady was assaulted by army officials, it was CNN iReport, a citizen
reporting tool, that brought it into the spotlight. Consumers today are no longer
waiting for permission to speak, they intend to be heard! Social media as well as
other new media have broken down barriers creating a new reality, a 24 hour forum/
newsreel, accessible by all with social & political activism providing the golden key.
Either engage in the platform or get out of the way!

8. 5. CASHLESS
The CBN’s commitment will drive consumers to their ATMs, mobile banking, and debit
cards, making these items even more prominent in daily lifestyle. While 2012 may not
bring about a fully cashless society, increasing familiarity with mobile payments
opens up new avenues for rewards, deals, & data collection. This is the year that
Nigerian consumers will head en-mass online to shop as they become less squeamish
about e-commerce and e-payments.

9. 6. BETTER ON MY OWN
Increasing access to social and new media means there’s more direct access to
consumers and to providing the product/service they want. App developers and
bloggers (Linda Ikeji anyone?) can create value and generate a sustainable income
from the comfort of their homes! With just a bit more austerity projected for 2012,
YOUR consumers are very likely thinking of just quitting their jobs and pitching tent,
so brands that can ease this process or add value to it will come up tops.

10. 7. DEAL OR BUST
Greece is broke. Ireland is bankrupt. Nigerians pay more for fuel. Look, everyone
wants to hold on to the nairas in their pocket…if only we could pay less for the same
things! Redeeming deals via smartphones (QR Codes), tokens, facebook, or other
new media has the double benefits of “coolness”/social status and keeping the bank
balance, shall we say, healthy. In 2012, brands will no longer be able to ignore new and
innovative ways to deliver “deal experiences” to their consumers.

11. 8. RECESSION FATIGUE
Who doesn’t know that 2012 is going to hit the pocket? Okay, we get it. The
proverbial rainy day has come. For middle-class earners, this may mean foregoing
that UK vacation and opting for say, Obudu Cattle ranch instead or doubling down on
that celebration champagne & going for the Heineken Magnum. Low income
consumers know where the shoe pinches but will save all year for that special
birthday meal at KFC. A whole cake or one cupcake = same consumer experience
preserved.

12. 9. CONTROL FREAKS
During times of uncertainty and economic instability, consumers tend to take stock of
what exactly is within their control…and hold on to it tight! They’ve given up too
much already & there had better be a very good reason for anyone to ask them to
give an inch more. For 2012, brands should take extra care to communicate freedom,
choice, and control of decision, emphasizing recognition of ME and MINE.

13. 10. SHOW AND TELL
Facebook, YouTube, Blogspot, and Twitter are in the top 10 websites visited by
Nigerians. Last year Mo’Hits Records saw many Nigerians take to YouTube to upload
their own videos for a new release. There are over 40 million Nigerians online and
half of them access the web via their mobile phones. Comments and reviews have
never been so easy to share. A picture of a bad product or review can be shared
with thousands of consumers in less than a minute. Word of Mouth on steroids!

14. Engage.
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Please contact us for any
questions, or
consumer insight and market
research needs.
info@brenttconsulting.com