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Building a Sustainable Brand for People, Planet and Profit

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By Ever Obi

It’s been half a year since the first signs of COVID-19 surfaced. It has taken away hundreds of thousands of lives and destroyed the livelihood of millions, but we’re finally beginning to recover.

But as the pandemic slowly and painfully subsides, it is worth noting that we cannot return to business as usual.

Where it began

The black swan had flown into the economic and health waters in China, and with one giant splash, it had caused ripples that would disrupt lives and businesses all over the world. China had been struggling with this for months and it only needed time to spread all over the world, becoming a full-blown pandemic.

The domino effect took different times to get to different countries, sparking widespread panic and disorientation that crippled businesses all over the world, from East Asia, to the West, then to other regions including sub-Saharan Africa.

The devastation and the rising fatalities in the developed world left emerging markets embracing the conclusion that they were not immune. Nobody was; the world had become too open, too interconnected, that a virus that emanated from Asia could have all of us, from all corners of the planet, washing our hands.

The fight against COVID-19 was a World War, because it was everyone’s fight and the playbook was largely similar, all over the globe: close boarders and shut down airports, enforce compulsory lockdowns, let people stay home while health workers battle to carter to the sick, as the efforts to develop a vaccine continue; just shut down everything and reduce human-to-human contact as much as possible in order to contain the spread of the virus.

Compound nouns like ‘machine learning’ and ‘trade wars’ were quickly replaced by new ones such as ‘social distancing’ and ‘hand sanitizers’. It was a World War and we all needed to fight together.

COVID-19 in Nigeria

In Nigeria, the fear gradually trickled in as we registered our first cases of the virus. We adopted what seemed like it was the accepted approach worldwide: force people to stay in their homes, then shut down airports and businesses while the Nigeria Centre for Disease Control (NCDC) and other essential workers attempt to contain the spread of the novel virus.

However, this was not enough the quench the air of pessimism amongst Nigerians. It was not enough because the circumstances had shone a blacklight over our failures as a Nation, causing our faults to glow with different colours before our faces.

First, our health sector, through years of neglect and underfunding, was not adequately armed to handle a pandemic of this magnitude. Then, with a shutdown of economies around the world, the demand of crude slumped significantly, leading to an oil glut around the world.

The resulting effect of this drop in demand, combined with the Organization of the Petroleum Exporting Countries (OPEC) Plus disagreement and the consequent price war between Saudi Arabia and Russia, was a sharp decline in oil prices.

Brent Crude Oil prices, at some point, traded at $16 per barrel while West Texas Intermediate (WTI) plunged into the negative. This kind of shock in the international oil market, as expected for Nigeria, would always be a nightmare for both our reserves and the real sector. It also meant that the Central Bank of Nigeria (CBN) would no longer sustain the use of external buffers to support the value of the Naira.

In the face of declining oil prices, depleting reserves and seemingly inevitable Naira depreciation, Nigerians believed that the doomsday was closer than we had thought. Also, there was pressure on the Government to support the citizenry that it had ordered to stay indoors as a result of the pandemic. This support was expected to come in the form of security of lives, financial handouts or transparent and nationwide distribution of staples and items with intrinsic value to its poor masses.

Despite the Federal Government’s claims that the needed palliatives were being distributed to the ‘poorest of the poor’, a high percentage of the population still harboured a lot of misgivings as they had neither received any support directly from the Government nor had they come across someone who had.

With these unwavering challenges, well-meaning individuals and corporate bodies stepped in to make contributions to support the NCDC and the Federal Government in combating the virus and supporting Nigerians.

Our We Reacted to the Pandemic

For us at Zedcrest Group, it was a time for us to put our 2020 plans, all the business growth projections, all the technological plans, aside and focus on this important task: to be responsible to the communities we do business in. Yes, businesses were being affected, including ours.

Yes, our expectations for the year are being hindered. But it just appeared that the most important task at this moment was to support as many lives as possible, to contribute to this monumental fight against the coronavirus outbreak and its impact on lives and safety. It was a journey we needed to embark on, a call of duty we needed to answer; a responsibility we needed to be alive to.

This journey began on the streets of Lagos, with our Management Team, through our Employee Volunteer Scheme (EVS) initiative, taking the risk to reach out to as many people as possible in the slums of Lagos, donating over 10,000 food boxes to the less privileged, as well as some of our frontline medical personnel.

When it mattered the most, during the lockdown, leaders of the Zedcrest Capital Group led by example, armed with only facemasks and hand gloves, driving through Lagos, visiting inner-city slums, distributing essentials to the poor whose meagre income streams have been further strained by the national lockdown.

Our trip to Kano during the lockdown

During the lockdown, cases of COVID-19 infections and deaths continued to rise all over the world, especially in Italy and the United States. The pandemic had become the only news worth reporting for both domestic and foreign media.

For Nigerians, we became used to people posting daily NCDC updates on their WhatsApp statuses and social media platforms. One thing that was gradually becoming obvious from the updates was the alarming rate with which the Kano cases were rising.

Kano was gradually becoming a national hotspot for COVID-19. We, at Zedcrest Capital Group, found ourselves needing to do something about it. The journey had not ended, far from it.

We decided to reach out to the Kano State Government to understand what their most dire needs were. We ended up importing 10 ventilators and 1,500 face masks. But the big question remained: How do we get these items to Kano State? With the airports still closed, it was obvious to us that the only possible option at the time was to make the long road journey to Kano.

Therefore, we geared up to embark on this trip. I, in the company of Lukmon Oloyede, our Head of Marketing & Communications, and Ibrahim Ibitade, head of the Group’s global payments business left Lagos on Monday, May 18, 2020. We were being conveyed by an experienced driver simply known as Wiseman, in control of the steering wheel of a Jet Mover loaded with us and our COVID materials.

Now, apart from Wiseman, none of us could remember the last time we crossed geo-political zones by road. We were in for a difficult couple of days. The plan was to get to Abuja by Monday night and settle in for a virtual board meeting scheduled for the next day.

But even getting to Abuja was a problem; the number of checkpoints was overwhelming. If we had kept count, we must have gotten to hundred.

At every stop, we had to explain to policemen and soldiers where we were headed, what our mission was, brandishing a letter from the Kano State liaison office. We only reached our destination in Abuja after midnight, way past the FCT curfew (We had begun this journey by 9am).

After our board meeting the next day, we got news that the Kano State Governor was expecting us on Thursday, so we continued our journey the next day. The journey from Abuja to Kano was unexpectedly endless, with all the checkpoints and with the drive through Kaduna seeming like a circumnavigation of the earth. It eventually took us about 9 hours to go from Abuja to our destination in Kano.

The next day, we were received by the Kano State Governor to present our ventilators. It felt good, somewhat satisfying, to hear the Governor, the Kano State Commissioner for Health and the Chairman of the COVID-19 Task Force stress that we have helped to meet a pressing need. That was the point of the whole journey: to meet a pressing need.

The most difficult thing about long and strenuous journeys is when you have to do them all the way back. Having accomplished our mission, we needed to return to Lagos. That night, we made it back to Abuja, after midnight, against Wiseman’s warnings that it was not safe.

And the next morning, we motored back south, back to Lagos. This time around, we missed our way at some point, and had to pass through the inner village routes in Ondo. We are stopped numerous times by the police and vigilantes, spending time to explain ourselves over and over again. We even got to a checkpoint where we had to alight from the vehicle to have our body temperatures checked and our details recorded.

At the end of it all, we were spent and exasperated. But it had all been in the spirit of social responsibility, one of the values that drive us at the Zedcrest Group, a direct channel through which we give back to the society. As we strive to achieve the required growth in our business, we are also committed to improving the wellbeing of the individuals in the communities we do business in.

Preparing for the New Normal

As countries begin to open up and the lockdown restrictions get relaxed and lifted all over the world, we can only continue to move forward and attempt to cover lost grounds.

For that which we have no control over, we learn from. There are so many debates regarding how Nigeria has handled the crisis so far. While some believe that the Government and NCDC did a great job and took the right steps at the right time, others refute this and point to their handling of lockdown and not being able to test enough people.

A particular group, with the benefit of hindsight, believe that it was a mistake to even mandate a lockdown, disrupting economic activities within the country. This group believe that COVID-19, for some reasons, is not as deadly in Africa as it is the other continents. But we all need to move past these debates and ensure that we truly learn from 2020.

For the Federal Government, we should deliberately pass policies that would ensure we fund and prepare our health sector for events like this. Efforts to diversify our revenue and foreign exchange sources away from oil should be heightened.

Businesses should focus on building their strategies around more sustainable processes. It is a time to adjust and modify risk management frameworks, to make provisions that would address the kind of disruption COVID-19 came with.

For us at the Zedcrest Capital Group, it is time for us to go back to our plans for 2020, providing customer-centric financial solutions in the most convenient and efficient ways possible. Our ambitions are still fat and we would still strive to grow significantly, ahead of our 2019 performances. And whenever our communities need us, we will be there; together we shall all “execute brilliantly, and win decisively”.

Ever Obi is the Acting Managing Director of Zedvance Finance Limited

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In Praise of Nigeria’s Elite Memory Loss Clinic

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By Busayo Cole

There’s an unacknowledged marvel in Nigeria, a national institution so revered and influential that its very mention invokes awe; and not a small dose of amnesia. I’m speaking, of course, about the glorious Memory Loss Clinic for the Elite, a facility where unsolved corruption cases go to receive a lifetime membership in our collective oblivion.

Take a walk down the memory lane of scandals past, and you’ll encounter a magical fog. Who remembers the details of the N2.5 billion pension fund scam? Anyone? No? Good. That’s exactly how the clinic works. Through a combination of political gymnastics, endless court adjournments, and public desensitisation, these cases are carefully wrapped in a blanket of vagueness. Brilliant, isn’t it?

The beauty of this clinic lies in its inclusivity. From the infamous Dasukigate, which popularised the phrase “arms deal” in Nigeria without actually arming anything, to the less publicised but equally mystifying NDDC palliative fund saga, the clinic accepts all cases with the same efficiency. Once enrolled, each scandal receives a standard treatment: strategic denial, temporary outrage, and finally, oblivion.

Not to be overlooked are the esteemed practitioners at this clinic: our very own politicians and public officials. Their commitment to forgetting is nothing short of Nobel-worthy. Have you noticed how effortlessly some officials transition from answering allegations one week to delivering keynote speeches on accountability the next? It’s an art form.

Then there’s the media, always ready to lend a hand. Investigative journalists dig up cases, splash them across headlines for a week or two, and then move on to the next crisis, leaving the current scandal to the skilled hands of the clinic’s erasure team. No one does closure better than us. Or rather, the lack thereof.

And let’s not forget the loyal citizens, the true heroes of this operation. We rant on social media, organise a protest or two, and then poof! Our collective short attention span is the lifeblood of the Memory Loss Clinic. Why insist on justice when you can unlook?

Take, for example, the Halliburton Scandal. In 2009, a Board of Inquiry was established under the leadership of Inspector-General of Police, Mike Okiro, to investigate allegations of a $182 million bribery scheme involving the American company Halliburton and some former Nigerian Heads of State. Despite Halliburton admitting to paying the bribes to secure a $6 billion contract for a natural gas plant, the case remains unresolved. The United States fined the companies involved, but in Nigeria, the victims of the corruption: ordinary citizens, received no compensation, and no one was brought to justice. The investigation, it seems, was yet another patient admitted to the clinic.

Or consider the Petroleum Trust Fund Probe, which unraveled in the late 1990s. Established during General Sani Abacha’s regime and managed by Major-General Muhammadu Buhari, the PTF’s operations were scrutinised when Chief Olusegun Obasanjo assumed office in 1999. The winding-down process uncovered allegations of mismanagement, dubious dealings, and a sudden, dramatic death of a key figure, Salihijo Ahmad, the head of the PTF’s sole management consultant. Despite the drama and the revelations, the case quietly faded into obscurity, leaving Nigerians with more questions than answers.

Then there is the colossal case of under-remittance of oil and gas royalties and taxes. The Federal Government, through the Special Presidential Investigatory Panel (SPIP), accused oil giants like Shell, Agip, and the NNPC of diverting billions of dollars meant for public coffers. Allegations ranged from falsified production figures to outright embezzlement. Despite detailed accusations and court proceedings, the cases were abandoned after the SPIP’s disbandment in 2019. As usual, the trail of accountability disappeared into thin air, leaving the funds unaccounted for and the public betrayed yet again.

Of course, this institution isn’t without its critics. Some stubborn Nigerians still insist on remembering. Creating spreadsheets, tracking cases, and daring to demand accountability. To these radicals, I say: why fight the tide? Embrace the convenience of selective amnesia. Life is easier when you don’t worry about where billions disappeared to or why someone’s cousin’s uncle’s housemaid’s driver has an oil block.

As World Anti-Corruption Day comes and goes, let us celebrate the true innovation of our time. While other nations are busy prosecuting offenders and recovering stolen funds, we have mastered the fine art of forgetting. Who needs convictions when you have a clinic this efficient? Oh, I almost forgot the anti-corruption day as I sent my draft to a correspondent very late. Don’t blame me, I am just a regular at the clinic.

So, here’s to Nigeria’s Memory Loss Clinic, a shining beacon of how to “move on” without actually moving forward. May it continue to thrive, because let’s face it: without it, what would we do with all these unsolved corruption cases? Demand justice? That’s asking a lot. Better to forget and focus on the next election season. Who knows? We might even re-elect a client of the clinic. Wouldn’t that be poetic?

Now, if you’ll excuse me, I have a new scandal to ignore.

Busayo Cole is a Branding and Communications Manager who transforms abstract corporate goals into actionable, sparkling messaging. It’s rumored that 90% of his strategic clarity is powered by triple-shot espresso, and the remaining 10% is sheer panic. He can be reached via busayo@busayocole.com. 

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How Nigerian Companies are Leading More Responsible Digital Transformation

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By Kehinde Ogundare

Artificial intelligence is everywhere–in polished social media posts, in the recommendations that guide our viewing habits, and in the bots that handle customer queries before a human agent steps in. On LinkedIn, AI-assisted writing has become standard practice.

A year ago, more than half of English long-form posts that went viral were estimated to have been written by or assisted by AI. If that’s the norm on the world’s biggest business network, it’s no surprise that AI is driving conversations in Nigerian boardrooms as companies move from experimentation to embedding AI into their daily operations.

Part of the package

The Nigeria Data Protection Act (NDPA), modelled on the European Union’s General Data Protection Regulation, together with the Nigeria Data Protection Commission, requires companies to build privacy into their systems from the outset rather than adding it later. This clear regulatory framework has evolved alongside a rapid rise in AI adoption.

New research from Zoho on responsible AI adoption highlights the impact of the regulations. As per the report, 93% of Nigerian companies have already started using AI in their daily operations; 84% have tightened their privacy controls after adoption, and 94% now have a dedicated privacy officer or team, which is well above global averages.

The survey, conducted by Arion Research LLC among 386 senior executives, shows just how deeply embedded AI has become in Nigeria. One in four companies already uses it across several departments, and nearly a third report advanced integration. Financial services firms are pioneers in this sector, using AI to automate client interactions, streamline operations and sharpen their marketing, while staying compliant with data protection rules.

The NDPA has helped make privacy part of business planning. Four in ten companies now spend more than 30% of their IT budgets on privacy. Regular audits, privacy impact assessments and explainability checks are becoming standard practice.

Skills, compliance and capacity

Rapid adoption brings challenges. More than a third of businesses say that their biggest obstacle is a lack of technical skills, and another 35% cite privacy and security risks. Instead of outsourcing, most are building capacity in-house: nearly 70% of companies are training staff in data analysis, more than half are improving general AI literacy, and 40% are investing in prompt engineering for generative tools.

The understanding of the NDPA regulation, which came into force in 2023, has also improved. 65% of organisations see compliance as essential. Many voluntarily apply data-minimisation and transparency standards even when not required to do so, aligning more closely with international norms and easing collaboration with global partners.

Privacy is increasingly influencing business decisions — from investment priorities to system design. Companies are asking tougher questions: is specific data essential? How can exposure be limited? How can fairness and transparency be proven?

Trusted systems

As privacy becomes part of how technology is built, companies are being more cautious about the tools they use because they now want systems that protect customer data, with clear boundaries between data and model training, straightforward controls, and reliable records for compliance teams.

Demand for business software that balances productivity with privacy is also growing. Zoho, among others, has seen strong customer growth as more organisations are looking for platforms that support responsible data handling.

The study identifies three main reasons behind AI adoption: to make work more efficient by automating routine tasks, to support better decision-making by identifying patterns sooner, and to improve customer engagement through faster, more relevant interactions. But none of this can succeed without trust. Nigeria’s experience shows that privacy and innovation can reinforce each other when they’re built together.

There’s still work to do because some industries are moving faster than others, and smaller businesses often face the biggest hurdles in time, cost and skills. Enforcement is also patchy; while the law is clear, application across sectors and geographies is a work in progress.

The next steps are more practical, requiring investment in skills – from data analysis and AI literacy to sector-specific training – and for governance to be put in place, with clear responsibilities, written policies, and a plan for managing errors or breaches. Privacy impact assessments should become part of every new system rollout, enabled by technology.

As AI becomes fundamental to doing business, Nigerian companies that build it carefully and responsibly will be better able to compete at home and abroad.

Kehinde Ogundare is the Country Head for Zoho Nigeria

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Nigeria’s Schools Closure and the Disease of Rhotacism

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By Prince Charles Dickson, PhD

The inability to pronounce the letter r is called rhotacism—a quiet irony in speech pathology, where sufferers lack the tongue to name their condition. Nigeria today appears afflicted by a similar policy disorder: an incapacity to articulate the real threats to learning, safety, and development, while endlessly announcing their symptoms. The reflexive closure of schools across states, often with the Federal Government’s blessing, is not merely a security response; it is a linguistic failure of governance. We cannot pronounce the problem, so we silence the classroom.

At surface level, school closures masquerade as prudence. No leader wants abducted children, grieving parents, viral outrage. But development practice teaches us to distrust surface logic. If classrooms are unsafe, what calculus deems campuses secure? If primary schools are closed in the name of vulnerability, why do lecture halls hum, convocation grounds fill, churches and mosques swell, markets bustle, and political rallies roar? The policy geometry is incoherent. Risk does not dissolve with age brackets or academic levels; it migrates along opportunity lines. Violence, like water, flows where barriers are weakest—not where regulations are loudest.

The headline figures tell a damning story. Over 42,000 schools categorized as vulnerable. A $30 million Safe School Initiative announced, lauded, and then largely evaporated into PowerPoint memory. What exactly has closure achieved in this arithmetic? If risk prompted closure, closure must prompt mitigation. Yet what we witness is substitution, not solution. Strategy is replaced by symbolism. Doors are shut to demonstrate action while the engines of threat, the logistics, financing, intelligence gaps, and ungoverned spaces remain scandalously intact.

The first ethical question is not poetic distrust; it is arithmetic ethics. How many days of learning are lost per closure? How many children drift permanently out of school into child labor, early marriage, recruitment pipelines, or migration traps? Empirical evidence across fragile contexts, from the Sahel to Northeast Nigeria, shows that prolonged closures fracture educational trajectories irreversibly. A classroom shut today becomes a livelihood foreclosed tomorrow. When education systems stall, insecurity does not retreat; it recruits.

Development is not administered by press statements. It is built through boring, relentless infrastructure—data infrastructure, trust infrastructure, and response infrastructure. Consider Community Early Warning Systems (CEWS). Where they exist and function, attacks are anticipated, routes mapped, and escalation interrupted. Where they are absent, closure becomes the blunt instrument of last resort. Yet how many states have meaningfully integrated CEWS into school security architecture? How many have empowered bodies to convene multi-actor protection coalitions that include women, youth, traditional leaders, transport unions, and faith networks? The chalk does not hold risk; the cheque does. And the cheque has been shamefully mute.

Security is not the absence of pupils; it is the presence of intelligence. Closing schools without opening data is policy rhotacism. We cannot pronounce “threat mapping,” so we mouth “shutdown.” We cannot say “transport node vulnerability,” so we say “holiday.” We cannot articulate “perimeter hardening and community interception routes,” so we declare “postponement.” The oxygen of risk—enrolment points, travel corridors, marketplaces abutting school fences requires monitoring in real time. If threat mapping did not intensify the moment schools closed, then the threat merely changed address, not behavior.

The contradiction deepens when worship spaces remain open. Christian Association of Nigeria congregations gather. Nigeria Supreme Council for Islamic Affairs convenes faithful. If the doctrine is crowd risk, the exemptions are indefensible. If the doctrine is youth vulnerability, then universities must not be exempt. If the doctrine is intelligence deficit, then closure is an admission of systemic failure. You cannot claim safety by relocating learning into chaos. Faith spaces recognize a truth policy forgets: protection flows from relationship density. The congregation knows its strangers. Does the school gate?

Globally, contexts plagued by school-related violence have moved in the opposite direction—not toward retreat, but toward smart hardening. Drone reconnaissance over school corridors. AI-assisted risk scoring that fuses incident data, weather, market days, and movement patterns. Platforms to defuse land, grazing, and community disputes before they metastasize into school-adjacent violence. Psychosocial resilience units embedded in schools. Community rangers trained, insured, and supervised, not as vigilantes but as guardians accountable to law. Transparent pilots with public dashboards. Sanctions for local leaders who ignore warning signals. None of this is theoretical.

Because closure is administratively convenient. It transfers responsibility from execution to explanation. Once schools are shut, failure becomes abstract. Metrics blur. When exactly did the risk reduce? Who measures it? At what threshold does reopening occur? Without benchmarks, closure becomes the chief KPI of insecurity governance. That is not security architecture; it is security bureaucracy—forms without force, memos without muscle.

Local Government Areas on volatile frontiers—whether in Niger State or Kogi are living laboratories of conciliation culture. Traditional dispute resolution, faith mediation, women-led early warning, youth intelligence networks; these are not weaknesses to be ignored until Abuja’s biro approves boots on the ground. They are strengths to be funded, trained, and supervised. Development practice demands co-design. Are LGA leaders co-authoring protection protocols, or passively awaiting circulars? Centralization kills time; time kills children’s futures.

The opportunity costs of closure are staggering and gendered. Girls pay first and longest. Distance learning fantasies collapse where electricity, devices, and safety at home are uneven. Boys drift into non-state labor or armed networks promising income and belonging. Teachers disengage. Trust between communities and state frays further. When schools finally reopen—if they do—the damage is cumulative. Closure does not pause risk; it compounds it.

There is also a moral hazard. Normalizing closure teaches adversaries what works. Disrupt learning to extract concessions. Threaten the symbol to paralyze the system. Deterrence requires resilience. A state that keeps schools open while hardening them sends a different signal: intimidation will not erase futures.

To be clear, this is not romantic defiance. There are moments when temporary closure is warranted. But temporary requires temporality: timelines, triggers, alternatives. Closure without an accompanying surge in intelligence, infrastructure, and accountability is futility dressed as care. It is rhotacism—the inability to name and thus cure the disease.

So, the unperfumed questions must persist. What exactly is being done differently today that was not urgent yesterday? Where are the transparent pilots funded by the Safe School Initiative? Who owns the dashboards? Which perimeters were hardened, which routes monitored, which sanctions enforced? Who measures risk reduction, and when is bureaucracy upgraded into architecture?

Shutting schools may shelter minds briefly. But without strategy that attacks the root—financing of violence, data blindness, local exclusion, and accountability gaps—it only shelters the conscience of policy. Until answers arrive with evidence of execution, Nigeria’s schools are not closed for safety. They are closed for convenience. And convenience, like rhotacism, leaves us unable to pronounce the truth. May Nigeria win.

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