Strategic communications firm Chain Reactions Africa has unveiled its third Youth Trends and Culture Report, offering a bold new look into the shifting dynamics of Nigerian youth and their growing influence on culture, governance and business.
The report was launched at a cultural intelligence forum themed “Decoding the Next Wave of Culture, Business, and Influence”, held at The George, Ikoyi, Lagos.
Titled Youth Trends Report 2025, the publication provides what the organisers describe as a cultural map of Nigeria’s youth, a demographic over 70 million strong, who are reshaping markets, identities and systems from the ground up.
In his keynote address, Israel Opeyemi, lead strategist at Chain Reactions Africa, set the tone for the forum.
He was followed by cultural strategists Franklin Ozekhome and Eyo, who presented insights into emerging patterns of youth behaviour and influence.
Moderated by Ayoola Ogunyomi, group strategy director at Chain Reactions Africa, a panel session featured strategic voices such as Anita Nwaezeapu, Adaobi Nwabuisi, Vincent Anani and Oluwadamilola Olujide.
The conversation positioned Nigerian youth not merely as a demographic, but as a driving force defined by hustle, digital fluency, creativity and social awareness.
The report highlighted a growing disconnect between young people and traditional institutions.
Despite their global outlook and constant innovation in tech, fashion, finance and the creative economy, many young Nigerians feel overlooked in decision-making and brand strategy.
“Many institutions are still treating youth as static demographics, by age, gender, location, when in reality, this generation is dynamic, value-driven, and building new systems on their own terms,” the report noted.
Government officials at the event echoed the report’s urgency.
Lagos State commissioner for information and strategy, Gbenga Omotoso, acknowledged the need for government adaptability, saying, “Young people are no longer just leaders of tomorrow; they are already shaping the present. Any government that fails to listen will be left behind.”
Gboyega Akosile, senior special adviser to the Lagos State Governor, described the report as “a roadmap for relevance,” citing its importance for policymaking in education, job creation, and digital rights.
Corporate affairs director at Guinness Nigeria, Rotimi Odusola, said the company is aligning with the cultural shifts highlighted in the report.
“We’re leaning into co-creation,” he said.
“This report gives us the clarity to stay connected to youth culture.”
Kenechukwu Okonkwo, marketing director at 9mobile, added, “The forum reaffirmed that success today means thinking with the culture, not just about the consumer.”
Among the macro-trends explored in the report are AI-native creativity, the rise of the passion economy, trust within micro-communities and authenticity over perfection.
The report positions these as defining markers of influence in youth culture today.
The event, known as Aramanda 3.0, concluded with a call for institutions and brands to adopt cultural intelligence as a core strategy for relevance and growth.
“The youth are not waiting for change, they’re building it,” Ogunyomi said.
“If we’re not evolving with them, we’re already behind.”
The full Youth Trends Report 2025 is now available on Chain Reactions Africa’s official platforms.
