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Understanding the Psychology of Marketing as Regard Nigerians

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Psychology of Marketing

By Kenneth Horsfall

I tell you this with a great fact Nigerians are peculiar people, Nigerians are not like every African, they are a very different breed of people. They think differently, not like every African. So, today I am going to be teaching you how to really understand the psychology of marketing when dealing with Nigerians so you can take advantage of it and sell anything to a Nigerian and he or she will buy. To begin our class, let’s define what Marketing Psychology is.

What Is Marketing Psychology

Marketing psychology attempts to understand the way that consumers think, feel, reason, and make decisions. The goal of marketing is to convince people and making a calculated emotional appeal can be just what you need to land a lasting customer.

You may be asking what is the relationship between psychology and marketing?

Marketing is building relationships between brands and consumers, which includes stoking loyalty and awareness in consumers. Psychology, on the other hand, is the study of the human mind and human behaviour.

Let’s just go further to explain how this truly works. Marketing psychology closely relates to consumer behaviour: the study of how and why we purchase goods or services. Borrowing insights from behavioural sciences, such as neuroscience and cognitive sciences, marketing psychology looks at how people’s feelings and perceptions influence their buying habits. So, now you get the point abi?

Psychological tactics that influence how Nigerian consumer’s behaviour

Good news! You don’t have to be a psychologist to stage a successful emotional appeal to your potential customers in Nigeria. Many successful marketers use these strategies to great effect. With a bit of research and experimentation – you can too.

An important component of successful marketing is understanding how and why people think and act in certain ways. All of your marketing efforts should stem from this understanding. If, for example, you’re a content marketer creating an infographic, your efforts will be far more successful if you begin with your end consumer in mind. Who are they and why should they care about your infographic? What action(s) do you want them to take as a result of the infographic? Is progress measurable?

Reverse engineering, this process can be illuminating. At this point, you may be thinking that this is all very obvious. But how well do you truly understand your customer? Are they a two-dimensional idea or a three-dimensional person? What motivates them to make a decision?

Understanding how people operate can be the difference between good marketing and great marketing.

To help you further I’m going to share with you 6 psychological tips for marketing to Nigerians

  1. Nigerians Are Very Impulsive

Have you ever been waiting in line at the grocery store only to grab a few “last minute” items before your transaction? Those items weren’t placed there on accident. It’s quite intentional and has been enabling impulse buys for decades. Flash sales in email marketing campaigns are another way this psychological marketing tactic is applied. How can you use people’s impulsive nature to satisfy their needs?

  1. A Picture Is Worth A Thousand Words

Our brains can process images a whole lot faster than they can comprehend the written word. This is for good reason. Long before Harry Potter, people needed the ability to quickly assess the lay of the land in order to survive. Play into this. We live in a visual world. Spend some time pondering your use of visuals. People will form an instant impression based on visual appearance.

 

  1. Colour Psychology

Colours have an enormous impact on our moods and emotions – possessing the profound ability to influence our perceptions. We associate certain colours with whimsy, others with trust, and others with sensuality. Depending on what you’re selling, be aware of your use of colour. It is important to send a consistent message on all fronts. Appeal to the subconscious mind first, and logic later.

  1. The Pen Is Mightier Than The Sword

Certain words or phrases, while cliched, evoke an emotional response. Organic. Gluten-free. Certified. Testimonial. Authentic. There is a perfectly good reason that words like these are plastered all over products: it works. People continue to go for it. Think about the products and services you’re marketing and try to find the words that have the potential to elicit an emotional response. Use them when talking about your products.

  1. The Power of “Yes”

Yes, is a powerful word. It is the green light that gets you in the door. Getting people to say yes to little things before going for the win is a time-honoured sales strategy. It creates a sense of connection and agreeability. This is as popular today as ever. Many businesses use social media in this way: warm an audience up with social ads, get them to take a small action (watch a video or sign up for an email list), create trust, and convert. This whole process is a series of small agreements that gradually open the door to a sale.

  1. Nigerians love to make Decisions Emotional

The decision-making process is emotionally driven. Even people that pride themselves on being rational aren’t immune. We all make decisions based on two things: what satisfies our needs and what aligns with how we are. Marketers would be wise to try to elicit an emotional response from potential customers.

To conclude our class today on understanding the psychology of marketing to Nigerians, we will check out why will Nigerians buy your product or service.

Nigerians don’t care about you, how much success you’ve achieved or even what you have to sell.

Nigerians care about themselves first, second, third and up to infinity.

Nigerians are naturally selfish; including me, including you, that is reading this article is a Nigerian!

If you want Nigerians to buy what you have to sell, here is what you need to do;

Forget about what you want or don’t want and focus on giving them what they want and getting rid of what they don’t want!

The 40/40/20 Rule of Marketing – Here is a fact that explains why Nigerian customers will buy. The “40/40/20 rule” explains what constitutes the response for a marketing campaign.  It breaks down like this: 40% of the success of your marketing is dependent on the target audience; 40% of the success of your marketing is dependent on what you’re offering [product or service]; 20% of the success of your marketing is dependent on creativity. That’s just it.

Why will Nigerians buy your product or service? – Nigerians buy for the following reasons. Provide these reasons and the sale becomes natural.

Utility – why should I buy this? Nigerians buy because they are interested in two things. These two things they are interested in are the same two things you and I are interested in. Because all of us are only interested in the following two things: Getting rid of a PROBLEM you have and don’t want and/or Creating a RESULT that you want and don’t have.

The utility they said is the satisfaction derived from the consumption of a particular product or service. In other words, utility = satisfaction derived = value. Products or services sell not because you have bills to pay, or because you have needs to be met. In fact, if you ever hope of selling anything, you have to get ‘YOU’ out of the equation and focus on ‘THEM’. Products or services sell because your Nigerian customers want utility.

Credibility – why should I buy from you? The second reason why Nigerians will buy from you is credibility. Nigerians buy from people they trust. After a Nigerian sees the utility in what you are offering for sale, the next thing they want to see is credibility. Are you for real? Can you really deliver this utility? Are you capable of delivering on your promise? This is very crucial for making the sale.

Relevance – why should I buy NOW? I see the value in your offering, I trust your ability to deliver, but is what you are selling relevant to my current situation? I am interested in what you are offering for sale, based on a certain track record, I think I trust your brand, but how well is your solution –product/service suitable for my current needs? This is the most crucial phase of the three reasons why Nigerians buy. To successfully get over this phase, two key skills are required; The ability to question skillfully and the ability to listen carefully

To uncover the relevance of your product/service to the current needs of the customer, you’ve got to dig deep beyond the surface. Nigerians find it naturally difficult to express their deep desires until skillfully led. The more you skillfully ask questions and listen carefully and patiently to the answers, the more the customer will open up and talk to you.

Takeaway: As an entrepreneur, you are trying to sell to Nigerians the best way to do it is to create the kind of environment where the Nigerians feel comfortable expressing themselves openly and honestly. Your goal is to see things like a Nigerian, see things from their perspective and make them trust you then see how they will run to you with their money.

Kenneth Horsfall is the creative director and founder of K.S. Kennysoft Studios Production Ltd, fondly called Kennysoft STUDIOs, a Nigerian Video and Animation Production Studio. Horsfall is also the founder and lead instructor at Kennysoft Film Academy and can be reached via [email protected]

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When Stability Matters: Gauging Gusau’s Quiet Wins for Nigerian Football

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NFF President Ibrahim Musa Gusau

By Barr. Adefila Kamal

Football in Nigeria has never been just a sport. It is emotion, argument, nationalism, and sometimes heartbreak wrapped into ninety minutes. That passion is a gift, but it often comes with a tendency to shout down progress before it has the chance to grow. In the middle of this noise sits the Nigeria Football Federation under the leadership of Ibrahim Musa Gusau, a man who has chosen steady hands over loud speeches, structure over drama, and long-term rebuilding over chasing instant applause.

When Gusau took office in 2022, he understood one thing clearly: the only way to fix Nigerian football is to repair its foundations. He said it openly during the 2025 NNL monthly awards ceremony — you cannot build an edifice from the rooftop. And true to that conviction, his tenure has taken shape quietly through structural investments that don’t trend on social media but matter where the future of the game is built. The construction of a players’ hostel and modern training pitches at the Moshood Abiola Stadium is one of the clearest signs of this shift. Nigeria has gone decades without basic infrastructure for its national teams, especially youth and age-grade squads. Gusau’s administration broke that pattern by delivering the first dedicated national-team hostel in our history, a project that signals an understanding that success is not luck — it is preparation.

The same thread runs through grassroots football. The maiden edition of the FCT FA Women’s Inter-Area Councils Football Tournament emerged under this administration, giving young female players a structured platform instead of the token attention they usually receive. These initiatives are not flashy. They do not dominate headlines. But they form the bedrock of any footballing nation that wants to be taken seriously.

Gusau’s leadership has also focused on lifting the domestic leagues out of years of decline. The NFF has revamped professional and semi-professional competitions, working to create consistent scheduling, fair officiating, and marketable competition structures. The growing number of global broadcasting partnerships — something unheard of in the old NPFL era — has brought more eyes, more credibility and more opportunities for clubs and players. Monthly awards for players, coaches and referees have introduced a culture of performance and merit, something our domestic game has needed for years. These are reforms that reshape the culture of football far beyond one season.

Internationally, Nigeria regained a powerful seat at the table when Gusau was elected President of the West African Football Union (WAFU B). This is not a ceremonial achievement. In football politics, influence determines opportunities, hosting rights, development grants, international appointments and the respect with which nations are treated. For too long, Nigeria’s voice in the region was inconsistent. Gusau’s emergence changes that, and it places Nigeria in a position where its administrative competence cannot be dismissed.

His administration has also made it clear that women’s football, youth development and academy systems are no longer side projects. There is a renewed intention to repair the broken pathways that once produced global stars with almost predictable frequency. If Nigeria is going to remain a powerhouse, development must become a machine, not an afterthought.

Still, for many observers, none of this seems to matter because the yardstick is always a single match, a single tournament or a single disappointing moment. Public criticism often grows louder than the facts. Fans want instant results, and when they don’t come, the instinct is to blame whoever is in office at the moment. But this approach has repeatedly sabotaged Nigerian football. Constant leadership changes wipe out institutional memory and scatter reform efforts before they mature. No nation becomes great by resetting its football house every time tempers flare.

Gusau’s leadership is unfolding at a time when FIFA and CAF are tightening their expectations for professionalism, financial transparency and infrastructure. Nigeria cannot afford scandals, disarray or combative politics. We need the kind of administrative consistency that global football bodies can trust — and this is exactly the lane Gusau has chosen. He has not been perfect; no administrator is. But he has been consistent, measured and focused. In an ecosystem that often rewards noise, this is rare.

For progress to hold, Nigeria must shift from the culture of outrage to a culture of constructive contribution. The media, civil society, ex-players, club owners, fan groups — everyone has a role. The truth is that Nigerian football’s biggest enemy has never been the NFF president, whoever he might be at the time. The real enemies are impatience, instability and emotional decision-making. They derail strategy. They kill reforms. They weaken institutions. And they turn football — our greatest cultural asset — into a battlefield of blame.

Gusau’s effort to reposition the NFF is a reminder that real development is rarely glamorous. It is slow, disciplined and often misunderstood. But it is the only route that leads to the future we claim to want: a football system built on structure, modern governance, infrastructure, youth development and global influence. Nigeria will flourish when we start protecting our institutions instead of tearing them down after every misstep.

If we truly want Nigerian football to rise, we must recognise genuine work when we see it. We must support continuity when it is clearly producing a roadmap. And we must resist the temptation to substitute outrage for analysis. Ibrahim Musa Gusau’s tenure is not defined by noise. It is defined by groundwork — the kind that elevates nations long after the shouting stops.

Barr. Adefila Kamal is a legal practitioner and development specialist. He serves as the National President of the Civil Society Network for Good Governance (CSNGG), with a long-standing commitment to transparency, institutional reform and sports governance in Nigeria

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Unlocking Capital for Infrastructure: The Case for Project Bonds in Nigeria

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Taiwo Olatunji Project Bonds in Nigeria

By Taiwo Olatunji, CFA

Nigeria’s infrastructure ambition is not constrained by vision, but by the financing architecture. The public sector balance sheet, which has been the primary source of financing, has become very tight, while financing from the private sector is available and increasing, with a focus on long-term, naira-denominated assets. Hence, the challenge lies in effectively connecting this capital to bankable projects at scale and with discipline. Project bonds, created, structured and distributed by investment banks, are the instruments required to bridge the country’s infrastructure needs.

The scale of the need is clear. Nigeria’s Revised NIIMP (2020–2043) estimates ~US$2.3 trillion, about US$100bn, a year is required annually for the next 30 years to lift infrastructure to 70% of GDP. Africa’s pensions, insurers and sovereign funds already hold over US$1.1 trillion that can be mobilised for this purpose, but they require new and innovative approaches to enhance their participation in addressing this challenge.

What is broken with the status quo?

Nigeria continues to finance inherently long-dated assets through the issuance of local currency public bonds, Sukuk and Eurobonds. This approach creates a heavy burden on the government’s balance sheet while sometimes causing refinancing risk and FX exposures, where naira cash flows service dollar liabilities. It has also led to the slow conversion of the pipeline of identified projects because many infrastructure projects have not been prepared, appraised and structured to attract the private sector.

Why project bonds and where they sit in the stack

Project bonds are debt securities issued by project SPVs and serviced from project cash flows, typically secured by concessions, offtake agreements, or availability payments. Unlike typical bonds (corporate or government), which are backed by the sponsor’s balance sheets, project bonds are backed by the cash flow generated by the financed project. They often have longer duration, are tradeable, aligned with the long operating life of infrastructure projects and best suited for pension and insurance investors.

Globally, this type of instrument has been used to finance major projects such as toll roads, power plants, and social infrastructure. For example, in Latin America, transportation and energy projects have been financed through project bonds from local and international investors, through the 144A market, a U.S. framework that allows companies to access large institutional investors without going through a full public offering. Similarly, in India, rupee-denominated project bonds have benefited from partial credit guarantees provided by institutions like Crédit Agricole Corporate and Investment Bank, which help lower investment risk and attract more investors.

In practice, project bonds can be structured in two ways: (i) as a take-out instrument, refinancing bank or DFI construction loans once an asset has reached operational stability; or (ii) as a bond issued from day one for brownfield or late-stage greenfield projects where revenue visibility is high, often supported by credit enhancements such as guarantees.

In both cases, the instrument achieves the same outcome: aligning long-term, project cash flows with the long-term liabilities of domestic institutional investors.

The enabling ecosystem is already emerging

1. Nigeria is not starting from zero. Regulatory infrastructure is already in place. The Securities and Exchange Commission (SEC) has issued detailed rules governing Project Bonds and Infrastructure Funds, creating standardized issuance structures aligned with global best practice and familiar to institutional investors. The SEC is also mulling the inclusion of the proposed rules on Credit Enhancement Service Providers in the existing rules of the Commission.

2. Market benchmarks are already available. The sovereign yield curve, published by the Debt Management Office (DMO) through its regular monthly auctions, provides a transparent reference point for pricing. This curve serves as the base risk-free rate, against which project bond spreads can be calibrated to reflect construction, operating, and sector-specific risks.

3. The National Pension Commission (PenCom) has revised its Regulation on the investment of Pension Fund Assets, increasing the amount of the country’s N25.9 trillion pension assets to be allocated to infrastructure.

4. InfraCredit has established a robust local-currency guarantee framework, supporting an aggregate guaranteed portfolio of approximately ₦270 billion. The portfolio carries a weighted average tenor of ~8 years, with demonstrated capacity to extend maturities up to 20 years. (InfraCredit 2025)

Why merchant banks should lead

Merchant banks sit at the nexus of origination, structuring, underwriting, and distribution, and they need to work with projects sponsors, financiers and government to develop a pipeline of bankable infrastructure projects. A pipeline of bankable infrastructure projects is important to attract investors as they prefer to invest in an economy with a recognizable pipeline. A pipeline also suggests that a structured and well-thought-out approach was adopted, and the projects would have identified all the major risks and the proposed mitigants to address the identified risks.

This “banks-as-catalysts” model, an economic framework that states banks can play an active and creative role in promoting industrialization and economic development, particularly in emerging markets, can be adopted to structure and mobilise domestic private finance into Infrastructure projects.

Coronation Merchant Bank’s role and vision

At Coronation, we believe the identification, structuring and testing of bankable infrastructure projects are the constraints to mobilization of private capital into the infrastructure space. We bring an integrated platform across Financial Advisory, Capital Mobilization, Commercial Debt, Private Debt and Alternative Financing to identify, structure, underwrite and distribute infrastructure debt into domestic institutions. The Bank works with DFIs, guarantee providers and other banks to scale issuance. Our franchise has supported infrastructure debt issuances via the capital markets, likewise Nigerian corporates and the Government.

From Insight to Execution

If you are considering the issuance of a project bond or you want to discuss pipeline readiness, kindly contact [email protected] or call 020-01279760.

Taiwo Olatunji, CFA is the Group Head of  Investment Banking at Coronation Merchant Bank

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Nigeria’s “Era of Renewed Stability” and the Truths the CBN Chooses to Overlook

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CBN Building Governor Yemi Cardoso

By Blaise Udunze

At the Annual Bankers’ Dinner, when the Governor of the Central Bank of Nigeria, Yemi Cardoso, recently stated that Nigeria had “turned a decisive corner,” his remark aimed to convey assurance that inflation was decelerating with headline inflation eased to 16.05percent and food inflation retreating to 13.12 percent, the exchange rate was stabilizing, and foreign reserves ($46.7 billion) had climbed to a seven-year peak. However, beneath this announcement, a grimmer and conflicting economic situation challenges households, businesses, and investors daily.

Stability is not announced; it is felt. For millions of Nigerians, however, what they are facing instead are increasing difficulties, declining abilities, diminished buying power, and susceptibilities that dispute any assertion of a steady macroeconomic path.

The 303rd MPC gathering was the most significant in recent times, revealing policies and statements that prompt more questions than clarifications. It highlighted an economy striving to appear stable, in theory, while the actual sector struggles to breathe.

This narrative explores why Cardoso’s assertion of “restored stability” is based on a delicate and partial foundation, and why Nigeria continues to be distant from attaining economic robustness.

Manufacturing: The Core of Genuine Stability Remains Struggling to Survive

A strong economy is characterized by growth in production, increased investment, and competitive industries. Nigeria lacks all of these elements.

The Manufacturers Association of Nigeria (MAN) expressed this clearly in its response to the MPC’s choice to keep the Monetary Policy Rate at 27 percent. MAN stated that elevated interest rates are now” hindering production, deterring investment, and weakening competitiveness.

Producers are presently taking loans at rates between 30-37 percent, an environment that renders growth unfeasible and survival challenging. MAN’s Director-General, Segun Ajayi-Kadir, emphasized that although stable exchange rates matter, no genuine industry can endure borrowing expenses to those charged by loan sharks.

The CBN’s choice to maintain elevated interest rates is based on drawing foreign portfolio investors (FPIs) to support the naira’s stability. However, FPIs are well-known for being short-term, speculative, and reactive to disturbances. They do not signify long-term stability. Do they represent genuine economic development?

Genuine stability demands assurance, in manufacturing beyond financial tightening. Manufacturers are expressing, clearly and persistently, that no progress has been made.

Oil Output and Revenue: The Engine Behind Nigeria’s Stability Is Misfiring

Nigeria’s oil sector, which is the backbone of its fiscal stability, is underperforming. The 2025 budget presumed:

  • $75 per barrel oil price
  • 2.06 million barrels per day production

Both objectives have fallen apart. Brent crude lingers near $62.56 under the benchmark. Contrary to the usual explanations, experts attribute the decline not mainly to external shocks but to poor reservoir management, outdated models, weak oversight, and delayed technical decisions.

Engineer Charles Deigh, a regarded expert in reservoir engineering, clearly expressed that Nigeria is experiencing production losses due to inadequate well monitoring, obsolete reservoir models, and technical choices lacking fundamental engineering precision.  These shortcomings result directly in decreased revenue. By September 2025:

–       Nigeria had accumulated N62.15 trillion from oil revenue

–       instead of the N84.67 trillion budgeted.

–       In September, the Federal Inland Revenue Service reported a startling 49.60 percent deficit in revenue from oil taxes.

A nation falling short of its main revenue goals by 50 percent cannot assert stability. Instead, it will take loans. Nigeria has taken loans.

A Stability Built on Debt, Not Productivity

Nigeria is now Africa’s largest borrower, and the world’s third-biggest borrower from the World Bank’s IDA, with $18.5 billion in commitments. By mid-2025, the total public debt amounts to N152.4 trillion, marking a 348.6 percent rise since 2023.

From July to October 2025, the government secured contracts for: $24.79 billion, €4 billion, ¥15 billion, N757 billion, and $500 million Sukuk loans. Nevertheless, in spite of these acquisitions, infrastructure continues to be manufacturing remains limited, and social welfare is still insufficient.

Uche Uwaleke, a finance and capital markets professor, cautions that Nigeria’s debt service ratio is “detrimental to growth.” Currently, the government spends one out of every four naira it earns on servicing debts. Taking on debt is not harmful in itself, provided it finances projects that pay for themselves. In Nigeria, it supports subsistence.  A country funding today, through the labour of the future, cannot assert restored stability.

The Naira: A Currency Supported by Fragile Pillars

The CBN contends that elevated interest rates and enhanced market confidence have contributed to the naira’s stabilisation. However, this steadiness is based on grounds that cannot endure even the slightest global disturbance. The pillars of a stable currency are:

–       Rising domestic production

–       Expanding exports

–       Reliable energy supply

–       Strong security

–       A thriving manufacturing base

None of these is Nigeria’s current reality. What Nigeria actually receives is capital from portfolio investors, and past events (2014, 2018, 2020, 2022) have demonstrated how rapidly these funds disappear.

Unemployment: “Stable” Figures Mask a Rising Youth Crisis 

The CBN touts a reported unemployment rate of 4.3 percent. However, the International Labour Organisation (ILO), along with economists, cautions that the approach conceals more serious issues in the labour market.

Youth joblessness has increased to 6.5 percent, and the Nigerian Economic Summit Group cautions that Nigeria needs to generate 27 million formal employment opportunities by 2030 or else confront a disastrous labour crisis. The employment crisis is a ticking time bomb. A country cannot maintain stability when its youth are inactive, disheartened, and financially marginalized.

FDI Continues to Lag Despite CBN’s Positive Outlook

During the 2025 Nigerian Economic Summit, NESG Chairman, Niyi Yusuf stated that Nigeria’s efforts to attract direct investment (FDI) continue to be sluggish despite the implementation of reforms. FDI genuinely reflects investor trust, not portfolio inflows. FDI signifies enduring dedication, manufacturing plants, employment, and generating value. Nigeria does not have any of this as of now. An economy unable to draw long-term investments lacks stability.

139 Million Nigerians in Poverty: What Stability?

The recent development report from the World Bank estimates that 139 million Nigerians are living in poverty, and more than half of the population faces daily struggles. This is not stability. It is a humanitarian and economic crisis.

Food inflation continues to stay structurally high. The cost of a food basket has risen five times since 2019. Low-income families currently allocate much, as 70 percent of their earnings to food. A government cannot claim stability when its citizens go hungry.

A Fragile, Failing Power Sector

The power sector, another cornerstone of economic stability, is failing. Over 90 million Nigerians are without access to electricity, which is one of the highest figures globally. Even homes linked to the grid get 6.6 hours of electricity daily. Companies allocate funds to generators rather than to technology, innovation, or growth. Nigeria has now emerged as the biggest importer of solar panels in Africa, not due to environmental goals but because the national power grid is unreliable.

A country cannot achieve stability if it is unable to supply electricity to its residences, industrial plants, or medical centers.

Insecurity: The Silent Pillar Undermining All Economic Policy

Banditry, terrorism, abduction, and militant attacks persist in agriculture, manufacturing, logistics, and investment. Nigeria forfeits $15 billion each year due to insecurity and resources that might have fueled industrial development.

Food price increases are mainly caused by instability, and farmers are unable to cultivate, gather, or deliver their products. Nevertheless, the MPC approaches inflation predominantly as an issue of policy. In a country where insecurity fundamentally hinders the economy tightening policy cannot ensure stability.

Inflation Figures Under Suspicion

Questions have also emerged regarding the reliability of inflation data. Dr. Tilewa Adebajo, an economist, affirmed that the CBN might not entirely rely on the NBS inflation figures, highlighting increasing apprehension. A sharp decrease to 16 percent inflation clashes with market conditions.

Families are facing the food costs in two decades. Costs, for transport, housing rent, education fees, and necessary items keep increasing. Food prices cannot decline when farmers are abandoning their farmlands and fleeing for safety. If inflation figures are manipulated or partial, the stability story based on them becomes deceptive. There is, quite frankly, a significant disconnect between governance and the lived experience of ordinary Nigerians.

Foreign Reserves: A Story of Headlines vs Reality

Even Nigeria’s celebrated foreign reserves require scrutiny. The CBN reported $46.7 billion in reserves. However, a closer examination shows:

–       Net usable reserves are only $23.11 billion

–       The remainder is connected to commitments, swaps, and debts

Gross reserves make the news. Net reserves protect the currency. The difference is too large to assert that the naira is stable.

Nigeria’s Economic Contradiction: Stability at the Top, Volatility at the Bottom

In reality, Nigeria is caught between official proclamations of stability and lived experiences of volatility. The disparity between the CBN’s account and the actual experiences of Nigerians highlights a reality:

–       Macroeconomic changes have failed to convert into improvements in human well-being.

–       Nigeria might appear stable officially. Its citizens are experiencing instability in truth.

–       Taking on debt is increasing

–       Poverty is worsening

–       Manufacturing is contracting

–       Jobs are scarce

–       Authority is breaking down

–       Feelings of insecurity are growing stronger

–       Inflation is undermining dignity

–       Companies are struggling to breathe

–       Capital is escaping

–       Misery, among humans, is expanding

A strong economy is one where advancement is experienced, not announced.

What Genuine Stability Demands 

To move from paper stability to real stability, Nigeria must:

  1. Support domestic production.  Cut interest rates for manufacturers, reduce borrowing costs, and provide targeted credit.
  2. Fix oil production technically. Revamp reservoir engineering, implement surveillance. Allocate resources to adequate technical oversight.
  3. Prioritize security. Secure farmlands, highways, and industrial corridors.
  4. Reform the power sector. Invest in grid reliability, renewable integration, and private-sector-led transmission.
  5. Attract real FDI. Streamline rules, enhance the framework, and maintain consistent policy guidance.
  6. Anchor debt on productive projects. Take loans exclusively for infrastructure projects that produce income.
  7. Prioritize reforms in welfare. Adopt crisis-responsive, domestically funded safety nets.
  8. Improve transparency. Ensure inflation, employment, and reserve data reflect reality.

Stability Is Not Given; It Has to Be Achieved

The CBN Governor’s statement of “renewed stability” is hopeful. It remains unproven. The inconsistencies are glaring, the statistics too. The real-world experiences are too harsh. Nigerians require outcomes, not slogans. Stability is gauged not through statements on policy but by whether:

–       Manufacturing plants are creating (factories operate at full capacity),

–       Food is affordable,

–       Young people have jobs

–       The naira is strong without artificial props,

–       Electricity is reliable,

–       Security is assured,

–       Poverty rates are decreasing.

Unless these conditions are met, Nigeria is not experiencing a period of restored stability. Instead, it is going through a phase of recovery, one that will collapse if the actual economy keeps worsening while decision-makers prematurely applaud their successes. The CBN must rethink its approach. Nigeria needs productive stability, not statistical stability.

Blaise, a journalist and PR professional, writes from Lagos, can be reached via: [email protected]

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