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…

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…