Chain Reactions says institutions, brands will become obsolete if they ignore creative youths

By Abubakar Yunusa

Chain Reactions Africa has warned that institutions and brands risk becoming obsolete if they fail to align with the evolving realities of Nigeria’s youth population.

The organisation announced during the launch of its third Youth Trends and Culture Report at The George Hotel, Ikoyi, Lagos.

The event was themed “Decoding the Next Wave of Culture, Business, and Influence”.

In the report, Chain Reactions described Nigeria’s youth as a generation no longer content with waiting for change, but actively building new systems, markets, and cultural codes from the ground up.

“With over 70 million young Nigerians rapidly shaping markets, culture, and governance, the forum unpacked the energy, contradictions, and ambitions defining Africa’s boldest youth generation,” the statement reads.

“While youth continue to innovate across fashion, finance, technology, and the creative economy, the report made one thing clear: there’s a disconnect. Many young Nigerians feel unheard by legacy systems and institutions.

“Though they are hyperconnected and globally aware, they are too often reduced to static demographics — age, gender, location — in decision-making and brand strategies.”

The forum featured participation from both public and private sector leaders, reflecting the urgency of the report’s findings.

Gbenga Omotoso, Lagos state commissioner for information and strategy, said institutions must act with agility.

“Young people are no longer just leaders of tomorrow; they are already shaping the present,” he said.

“Any government that fails to listen will be left behind.”

The report also highlighted key macro-trends reshaping influence, including AI-native creativity, the passion economy, micro-community-led trust, and an embrace of imperfection as authenticity.

The event, tagged Aramanda 3.0, was closed with a joint call from Chain Reactions and its creative studio, Maskvrade, urging leaders across sectors to “unlearn outdated models, listen more deeply, and lead with cultural intelligence”.