Half of all Africans are under the age of 20, with those aged 16-34 accounting for 65% of the entire continent’s trillion-dollar consumer spend.

With Africa being one of the continents with the largest youth populations, Chain Reactions Nigeria, a leading Public Relations Consultancy firm unveiled the first ever bespoke Nigerian Youth Trends Report in Lagos to enable businesses and governments tap into the potentials of the Nigerian youth population.

The report is an in-depth study of emerging trends amongst members of the Nigerian youth aimed at helping both government and businesses understand the new cultural and behavioral patterns amongst Nigerian youth and how to engage with them.

The bespoke youth trends survey, conducted by Trend Watching UK, a world leading consumer trends and insight research firm at the behest of Chain Reactions Nigeria, was conceived as a significant leverage initiative to help public and private sector organization’s get into the heart of the youth.

The launch event for the report held on Thursday 12, November 2015 at the Protea Hotel, Ikeja and 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, “Unwrapping The Nu Natives” under the inspiring theme, “Naija Decoded”, 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, “our interest in partnering with TrendWatching, United Kingdom to put this report together is a consuming passion to contribute to the broader development of knowledge about the Nigerian youth market and indeed the youth segment in Nigeria.” The trends are illustrated with cross-industry innovations, insights from Trend Watching’s global spotters, and relevant statistics.”

Also speaking on significance of the initiative, Lola Pedro, Africa Regional Director for Trend Watching, United Kingdom expressed the company’s excitement about its first creative partnership in Nigeria. She further 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.”

Kolapo Olapoju