Peer Trust Now Stronger Than Traditional Advertising, Says NIMN Consumer Report

Peer Trust Now Stronger Than Traditional Advertising, Says NIMN Consumer Report

R-L: Thelma Okoh, Registrar and Secretary to Council NIMN, Adajine Josaiah Omeiza (winner), Bolaji Junaid, Newman Nwachinemere Isaac (2nd position), President and Chairman of Council, NIMN, Dr. Bolajoko Bayo-Ajayi; Nzuruike Uchechi Jennifer (3rd position), representative of Tolaram Group, and Oluwafemi Adeniba, Chairman of the students conference.

PORT HARCOURT, Nigeria – A landmark consumer insight report unveiled at the 2026 Annual Marketing Conference of the National Institute of Marketing of Nigeria (NIMN) has revealed that peer trust, community influencers and faith-based leaders now have greater influence on consumers' purchasing decisions than traditional advertising, signaling a major shift in how brands engage with the market.

The report, jointly developed by the Nigerian Institute of Marketing of Nigeria and the Lagos Business School, was presented during the conference held in Port Harcourt under the theme, "Community, Culture and Connection: Reimagining the New Market." The gathering brought together leading business executives, policymakers and academics to examine emerging trends shaping consumer behavior and brand engagement in Nigeria's increasingly digital and fragmented marketplace.

Presenting the report, Prof. Uchenna Uzo, Deputy Vice-Chancellor (Academic) of Pan-Atlantic University, disclosed that despite prevailing economic challenges, Nigerian consumers remain highly aspirational, recording an average score of 7.5 out of 10 on the aspiration index.

According to him, the findings show that consumers now place greater trust in recommendations from peers, community influencers and faith leaders than in conventional advertising channels. He urged organizations to prioritize consistency and authenticity in their engagement strategies, describing them as critical factors for long-term success.

Speaking at the conference, NIMN President and Chairman of Council, Dr. Bolajoko Bayo-Ajayi, stressed the importance of professionalism and ethical conduct in adapting to the evolving marketplace.

She announced that the Institute would intensify enforcement of its statutory mandate by requiring all marketing practitioners operating in Nigeria to register with NIMN. According to her, the move is aimed at eliminating unqualified practitioners, strengthening professional standards and ensuring accountability across the industry.

L-R: Council Members Adejoke Ishola, 2nd Vice President Dr Chidi Nwankpa, Mrs Benita Adelore,  Immediate Past 2nd Vice President,  Mr Walter Okafor, Mr Hope Gbagi, Dr Bolajoko Bayo-Ajayi President and Chairman of Council, Immediate Past President, President, Mr Idy Enang, Thelma Okoh, Registrar and Secretary to Council,  Mrs Gloria Otakagu, Mr Ayoola Akomolafe and Ms Sandra Amachree at  the National Institute of Marketing of Nigeria(NIMN) Annual Marketing Conference in Port Harcourt, Rivers State.

Industry experts at the conference also highlighted the growing importance of culture and community engagement in building successful brands.

Commercial Director of UAC Foods Limited, Dr. Ayo Awosika, argued that brands that successfully integrate themselves into communities would enjoy a competitive advantage in the coming decade.

Similarly, Director-General of the Delta State Capital Territory Development Agency, Chief Patrick Ukah, emphasized the need for stronger engagement between organizations and their stakeholders, stating that "the missing link is not knowledge — it is connection."

Also speaking, Dr. Ike Neliaku, President of the Nigerian Institute of Public Relations, noted that consumers increasingly identify with the values, purpose and stories represented by brands rather than the products alone.

As part of efforts to bridge the gap between academic learning and industry practice, the conference featured the Tolaram Group-sponsored Student Marketing Conference themed "From Classroom to Marketplace." Students from tertiary institutions across the country participated in strategic marketing competitions designed to test their practical skills.

At the end of the contest, Adajine Josiah Omeiza, a 300-level student of the University of Port Harcourt, emerged winner and was crowned the 2026 NIMN Market-Ready Marketer. He received a cash prize of ₦150,000 and a fast-tracked employment opportunity with the Tolaram Group.

The conference concluded with the Institute's 2026 Council Elections held during its Annual General Meeting, resulting in the emergence of new leaders tasked with advancing reforms and strengthening collaboration between academia and industry.

Among those elected were Dr. Yakasai Ibrahim Yusuf as First Vice President and Dr. Chidi Nwankpa Sylvanus as Second Vice President, alongside seven newly elected council representatives.

The new leadership is expected to drive NIMN's strategic vision, deepen professional standards and position the Institute for greater impact in Nigeria's evolving economic and business environment.