Reshaping Consumer Culture: Key Takeaways From Verdant Zeal’s Innovention Roundtable
Leading Marketing and Communications Firm, Verdant Zeal Group Limited, hosted the 14th edition of its flagship ‘Innovention Series’ to examine how trust, relevance, and cultural resonance defines brand success.
The virtual round table event, themed ” The Business of Influence: Brands, Storytelling & Consumer Culture,” brought together leading voices in marketing, storytelling, and consumer culture to explore how influence is reshaping Nigeria’s brand economy.
Since its inception in 2012, the Innovention Series has served as a trusted thought-leadership platform for challenging conventional thinking, interrogating Africa’s development trajectory, and uncovering transformative ideas that drive progress.
Delivering his keynote address, The Executive Vice Chairman, Verdant Zeal Group, Dr. Tunji Olugbodi noted that “influence is not just a marketing outcome; it is a catalyst for business expansion.”
“In today’s marketplace, attention has become currency, and brands that thrive are those that tell authentic, and human-centered stories. Beyond likes, impressions, and hashtags lies a deeper promise: the ability of brands to shape and be shaped by everyday consumer culture.
“Authenticity building narratives hand-in-hand with communities; Storytelling over selling creating genuine conversations rather than promotional noise; Local innovation embedding campaigns in uniquely Nigerian contexts, from Owambe culture to the resilience of the hustle; Consistency and character ensuring brands remain true to their promises and identities.” Dr. Olugbodi Stated.
Dr. Olugbodi further stressed that influence is smart business, citing industry reports that show brands with strong narrative identities outperform peers in loyalty and pricing power. He urged Nigerian brands to balance influence with integrity, ensuring consumer culture remains a mirror of society rather than a distortion of it.
In his closing remarks, Dr. Olugbodi reaffirmed Verdant Zeal’s commitment to fostering dialogue and innovation through the Innovention Series, which for over a decade has served as a platform for thought leadership across Africa.
