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Chain Reactions explians ‘Youth Trends Report’



Leading public relations consultancy firm, Chain Reactions Nigeria has unwrapped its youth trends report in collaboration with a United Kingdom-based company, TrendWatching in Lagos, reports ITRealms.

According to the Executive Director, Strategic Communications at Chain Reactions Nigeria, Mr. Lere Ojedokun, the report is an in-depth study of emerging trends amongst members of the Nigerian youth class aimed at helping both government and businesses understand the new cultural and behavioral patterns amongst Nigerian youth and how to engage with them.

The launch which held recently in Lagos was attended by a rich galaxy of industry leaders from across the music, media, sports, fashion, technology sectors as well as government and indeed from other sectors with need to engage with the Nigerian youth segment.

The event dubbed, “Naija Decoded” under the inspiring theme, “Unwrapping The Nu Natives”, had an impressive panel of discussants comprising Head, Youth Market Segment, Etisalat Nigeria, Elvis Ogiemwanye; Nigeria’s pace setting Pop Culture Strategist; Franklin Ozekhome; multiple award winning Nollywood Actor and Producer, Kunle Afolayan, EbonyTV Presenter, Lamide Akintobi, Brilla FM Sports Presenter, Babafemi Raji, Fashion Designer, George Tailor with a robust debate on emerging trends coordinated by leading On Air Personality, Toke Makinwa.

Speaking about the youth report initiative, Israel Jaiye Opayemi, Managing Director/Chief Strategist, Chain Reactions Nigeria, said the intent of the initiative is to change the way governments at all levels and indeed businesses in Nigeria see and engage with the Nigerian youth segment by offering them deep insights into the mindset and behavioural trends amongst Nigerian youth.

Explaining his company’s motivation for the partnership with TrendWatching UK, Opayemi said, it was based on “a consuming passion to contribute to the broader development of knowledge about the Nigerian youth market and indeed the youth segment in Nigeria. The intent is to help public and private sector organizations gain a deep understanding of how best to speak to members of the youth class.”

“The report is focused on the trends that are currently hip amongst those we now refer to as ‘NU Natives’, a new class of Nigerian youth that is not defined by geography, finance or society. The new native defines himself or herself and celebrates his or her afro-centric roots but he or she is still very technology savvy and worldly. The trends are illustrated with cross-industry innovations, insights from Trend Watching’s global spotters, and relevant statistics.”

Equally speaking the Africa Regional Director, Trend Watching, Lola Pedro expressed excitement about its first creative partnership in Nigeria saying, “ as Africa’s giant, Nigeria has always represented a market of great interest to us, both in the light of tracking the relentless stream of innovations stemming from the continent’s most populous country but also due to the vast strategic opportunities we believe we can uncover for forward-thinking organisations.”

She commended Chain Reactions Nigeria, saying “it has thus been inspiring to be able to conduct this first of its kind, Nigeria-specific youth trends research in collaboration with such a progressive, PR firm. Chain Reactions Nigeria epitomizes the future-focused mindset required to truly disrupt Nigeria’s consumer landscape by understanding today’s consumers and subsequently bringing about compelling profitable innovation opportunities.”

“As Trend Watching constantly seeks to maintain its global reputation for thought leadership, connecting with local, early adopters like Chain Reactions remains a thoroughly rewarding endeavour,” she further said.   


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Pix: L-R: Nollywood Actor/Producer, Kunle Afolayan; EbonyLive TV Presenter, Lamide Akintobi, Fashion Designer, Tayo Gabriels; Brilla FM Sports Presenter, Babafemi Raji and Head, Youth Segment, Etisalat Nigeria, Elvis Daniels at the unveiling of The Nigerian Youth Trends Report, themed “Unwrapping The Nu Natives” undertaken by Chain Reactions Nigeria and TrendWatching, United Kingdom in Lagos recently.

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