Marketing to Nigeria’s Silent Majority: Insights from Non-Digital Consumers Every brand chases the same customer. Young. Urban. Smartphone in hand. Scrolling Instagram. Clicking ads. Buying online. But here is what most brands miss. That customer is not the majority. Not even close. Sixty to seventy percent of Nigerians live outside the digital economy. Over 80 million people in rural areas…

M&A Intelligence: What Drives Successful Acquisitions in Nigeria Nigeria’s mergers and acquisitions market is on fire. Transaction values exceeded $3.8 billion in 2024. Capital importation jumped 198 percent year-over-year in the first quarter alone. The country is now Africa’s second-largest M&A market. Banking recapitalization is driving deals. Indigenous companies are buying assets from international oil majors. Technology and fintech acquisitions…

Local Content Laws: Compliance Burden or Competitive Advantage? For multinational corporations, local content requirements often look like a headache. Complicated procurement. Inflated expenses. Operational headaches. Regulatory checkboxes that add cost without adding value. For domestic businesses, the same regulations look like opportunity. Contracts previously dominated by foreign firms. A chance to compete. A path to growth. The truth is more…