Nigeria’s economy is gradually regaining momentum, and experts project stronger performance in the final quarter of the year.

Speaking exclusively with MARKETING EDGE, they noted that after months of turbulence marked by shrinking consumer wallets, reduced corporate spending, and cautious investments, optimism is beginning to return as indicators point toward stability and renewed growth.

Oladosu Highlights Rising Disposable Income

Reacting to current  economic realities, Ademola Oladosu, Director of Media Sales at The Price is Right, observed that many households and businesses are already feeling the shift.

According to him, disposable income, which had been severely constrained in previous months, is beginning to improve as government policies create breathing space for the economy.

“We all felt the pinch when the economy was struggling,” he explained.

“Now, as people have a bit more to spend, the marketing industry will feel the difference.

Brands can once again invest in commercial advertising, which had shrunk because organisations were cutting budgets.

With more resources flowing in, ad spend will rise, and the industry will thrive.”

Olaosun Stresses Role of Media and Technology

Echoing this view, Demilade Olaosun, Founder and Chief Executive of Lohli, stressed that the media and advertising sectors are best positioned to benefit from the rebound.

He argued that with improved consumer confidence, businesses will rely more on marketing, public relations, and advertising strategies to stay visible and competitive.

Olaosun further noted that technology, particularly artificial intelligence, will strengthen this process.

“AI won’t replace people; it will serve as a tool. At Lohli, we are integrating AI to predict consumer patterns, helping brands connect better with their audiences.

Consumers want to feel that brands truly care, and with proper incentivisation and emotional connection, advertising becomes far more powerful,” he said.

Okugbemi Sees Boost in Infrastructure and Services

Alfred Okugbemi, Managing Director of Nigerian Sinotrucks Limited, also painted a positive picture of the months ahead.

He believes the government’s push to close the year strongly through increased spending and infrastructure projects will boost activity in construction and allied industries.

“The economy is more buoyant now, with stability in macroeconomic indicators,” he stated.

“Construction, banking, and services will feel the impact of government-driven projects like coastal roads and bridges.

The rebound is visible, and if sustained, it could set the stage for longer-term growth.

However, the challenge remains ensuring that the gains trickle down to the grassroots.”

Optimism for the Final Quarter

As the final quarter unfolds, analysts agree that the direction of government policy, consumer spending, and corporate strategy will determine whether the recovery momentum can be maintained.

For now, optimism is growing that the last stretch of the year will deliver brighter outcomes than the months before it.

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