The early months of 2026 opened with a gathering of Nigeria’s sharpest business minds, marketing strategists, and corporate decision-makers at TopTrends2026, a premier marketing and business intelligence forum designed not just to discuss trends, but to dissect the forces reshaping markets, consumer behavior, and strategic engagement in real time.

Held on January 29, the event combined physical participation in Lagos with a virtual audience via Zoom, offering a hybrid platform for cross-sector dialogue and forward-planning that reflected the increasingly fluid nature of integrated marketing communications.

Now in its fifth year, TopTrends has grown beyond its origins as a thought-leadership platform, transforming into a strategic compass for organizations and brand custodians navigating economic volatility, fragmented media landscapes, and rapidly evolving consumption patterns.

This year’s edition, orchestrated by MediaReach OMD as usual,  in collaboration with Lagos Business School, the National Institute of Marketing of Nigeria (NIMN), and GeoPoll, with support from ARCON, Alpha & Jam, and Tolaram Group, provided early-year intelligence that will guide marketing executives, brand managers, and corporate strategists in planning, prioritizing, and innovating for 2026.

According to Stephen Onaivi, Managing Director of MediaReach OMD, TopTrends is no longer merely a forum for dialogue, it is outcome-oriented, equipping participants with actionable intelligence that converts market signals into tangible competitive advantage in a landscape where information is democratized, and the speed of insight-driven execution defines market leadership.

The annual event, now regarded as one of the most anticipated platforms for market intelligence, guides businesses in aligning strategy, innovation, and consumer engagement for the year ahead.

Prof. Uchenna Uzor Highlights Market Contradictions

Speaking at the forum, Prof. Uchenna Uzor, Deputy Vice-Chancellor (Academic), Pan-Atlantic University, framed the conversation around the tension between optimism and reality in Nigeria’s economy.

He emphasised that while optimism remains high, strategic business planning must be grounded in empirical data, actionable frameworks, and disciplined execution. “Do not expect the Nigerian market to operate in conventional patterns consistently,” he advised, stressing that anticipation and adaptability are critical to achieving success.

Consumer Loyalty: Experience Trumps Price

A central insight from the forum was that experience, rather than price or brand equity alone, now drives loyalty in Nigeria. Surveys revealed that five in ten consumers are likely to switch brands, demonstrating high disloyalty despite assumed brand fidelity.

The marketing expert highlighted that quality, availability, and customer satisfaction remain top priorities, and that frontline staff or point-of-sale personnel often shape loyalty more than the brand itself.

When these individuals leave, consumer allegiance frequently follows, underscoring the importance of experience-centric workforce engagement as a strategic driver.

Technology and AI in Consumer Interactions

The forum also addressed artificial intelligence adoption in customer engagement. While some consumers display conditional trust in AI, over-reliance on automation may alienate audiences, highlighting the importance of blending technological innovation with human touchpoints to preserve trust and relational equity.

Nuances of Price Sensitivity

Insights into pricing revealed complex patterns:

• Middle-income consumers are highly price-conscious, evaluating alternatives meticulously.
• Low-income segments demonstrate flexibility through “satchatization,” purchasing products in smaller, affordable units.
• High-income earners exhibit unpredictable behavior influenced by taxation and income disclosure concerns.

He also noted that B2B clients are twice as price-sensitive as B2C, driven by input cost pressures and supply chain volatility, and highlighted regional variations: the Southeast shows highly vigilant buyers, the Southwest reflects aspirational consumption, and North Central prioritizes trust in sellers over price alone.

Evolving Consumer Mindsets

Attention at the point of purchase remains moderate, but focus is expected to rise across regions, driven by ethics, experiential value, and service excellence. Brands failing to deliver on promised experiences risk churn, while those demonstrating consistency, reliability, and ethical conduct are likely to cultivate loyalty.

 

Strategic Takeaways for 2026

The marketing strategist concluded that experience-led loyalty, adaptable pricing, and ethical practices will define competitive advantage in the year ahead. Organizations must:

• Rethink pricing models to reflect income segmentation, regional diversity, and market shifts.
• Empower frontline personnel as strategic drivers of consumer loyalty.
• Integrate ethical, sustainable, and responsible practices across products, services, and communications.
• Act decisively on actionable intelligence, converting insights into market-leading decisions.

“Price alone no longer sustains consumer allegiance,” he emphasized. “Consistency, engagement, and empowered teams are key to driving loyalty and trust.”

 

Setting the Tone for 2026

TopTrends2026 provided a comprehensive, actionable roadmap of Nigeria’s consumer landscape, blending data, insight, and foresight to guide strategic decision-making. Its hybrid format, expert-led sessions, and outcome-driven focus reinforced TopTrends’ status as a must-attend forum for marketing and business leaders navigating Nigeria’s dynamic and complex ecosystem.