Your brand must shift from ‘nice-to-have’ to ‘need-to-have’ to thrive in today’s economy, Aromiwura urges
By Zion Rufus
With Nigeria’s economy facing sustained pressure from inflation and declining consumer purchasing power, brands must rethink their positioning to remain competitive. Deola Aromiwura, Head of Commercial Services at Livespot360, argues that brands can no longer afford to be seen as “nice-to-have.” Instead, survival and growth depend on establishing themselves as indispensable in the eyes of consumers.
Speaking on the evolving market landscape, Aromiwura emphasized the importance of strategic positioning at a time when consumers are forced to prioritize spending. “It’s very important that brands position themselves not as a nice-to-have but as a need-to-have in whatever category they operate,” she said. “The economic realities are there, so the key question for businesses is: If someone has just ₦1,000 to spend, how do they choose me over another brand?”
Market trends also indicate a fundamental shift in consumer behavior.
The National Bureau of Statistics (NBS) reported that Nigeria’s inflation rate stood at 34.80% in December 2024, with food inflation soaring even higher. As a result, consumers are cutting back on discretionary spending, focusing primarily on essentials. In this environment, brands that fail to align with consumers’ new priorities risk losing market share.
According to Aromiwura, for brands that naturally fall into the essential goods and services category, the path is clearer—maintaining relevance by reinforcing necessity through product innovation and consistent value delivery. However, for brands traditionally considered discretionary, the challenge is greater.
She noted that these brands must find ways to make themselves the preferred choice in their category, even if they cannot fully transition into the “need-to-have” space.
“If, for whatever reason, you can’t be in the ‘need’ bucket, then the direct question is: If people only have X naira for enjoyment or felicitation, how do I ensure that X naira comes to me?”
Crucially, necessity is not always dictated by affordability or financial constraints. Aromiwura highlighted that what consumers perceive as essential varies widely and is often driven by emotional or aspirational factors. A necessity could be a basic household item or an indulgence such as a luxury handbag, a vacation, or an exclusive experience.
“At certain points, what people consider necessary is not about cost—it’s about value, self-worth, or emotional fulfillment. If a consumer sees a particular item or service as integral to their lifestyle, they will prioritize it despite financial constraints,” she explained.
Further emphasizing the importance of brand positioning beyond traditional definitions of essentiality, Aromiwura urged marketers to identify the underlying motivations behind consumer choices and align their messaging to reflect these drivers. She noted that successful brands embed themselves into consumers’ daily lives by creating an emotional and psychological connection that elevates their offering from a mere option to a necessity.
She explained, “The brands that will thrive in this economy are those that understand consumer decision-making at its core. People are being more mindful about their spending patterns. If your brand doesn’t naturally fall into the essential category, you must create that perception—by integrating into daily routines, making the product feel irreplaceable, and ensuring that when consumers do spend, they see it as a priority or a needed luxury.”
Achieving this requires a strategic shift in marketing and consumer engagement. Brands must craft narratives that go beyond product functionality, tapping into cultural relevance, consumer psychology, and lifestyle integration. Whether through personalized experiences, limited exclusivity, or community-driven brand loyalty, the goal is to redefine what is deemed necessary.
In her concluding remarks, Aromiwura urged brands to proactively shape consumer perceptions by reinforcing their indispensability. This involves continuous value reinforcement, innovative product positioning, and leveraging insights into behavioral economics to ensure that consumers view their offerings as non-negotiable.
“The difference between survival and decline in this economy lies in a brand’s ability to transition from being a ‘nice-to-have’ to a ‘must-have.’ If consumers believe they cannot do without you—whether due to need, aspiration, or identity—you’ve already won,” she concluded.
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