Nigeria’s Informal Economy: The $200B Market Everyone Is Underestimating Everyone talks about Nigeria’s formal economy. Stock market listings. Banking sector recapitalization. Foreign direct investment. Multinational corporations. But here is what most people miss. A massive economic powerhouse operates just beneath the surface of official statistics. Nigeria’s informal economy represents more than half of the nation’s GDP. It employs the vast…

Nigeria Beyond Oil: Mapping the Next $100bn Non-Oil Growth Engines Oil is no longer the story. For decades, Nigeria’s economy rose and fell with crude prices. When oil boomed, the country celebrated. When oil crashed, everyone panicked. That era is ending. Non-oil sectors now account for over 96 percent of Nigeria’s GDP. The economy expanded by 3.9 percent in the…

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…