By Daphne Uduneje
As economic pressures, shifting consumer expectations and accelerating digital adoption continue to reshape Africa’s marketplace, business leaders and marketing experts are set to converge in Lagos to examine how companies can remain competitive in an increasingly consumer-driven economy.
The conversation will take centre stage at the MediaConsortium Annual Conference & Awards, scheduled for September 18, 2026, where senior executives and industry practitioners will examine the strategic, operational and communication changes required to respond to a market in which consumers increasingly determine the value equation.
With the theme, “The Value Shift: Strategies for the New Market Reality in the Age of the Empowered Consumer,” the conference is expected to provide a platform for business executives, corporate strategists, media practitioners and entrepreneurs to explore practical approaches to sustaining brand relevance, strengthening consumer trust and building resilience in a rapidly changing commercial environment.
At the heart of the conference will be a high-level panel bringing together practitioners from financial services, sustainability, media and digital strategy, reflecting the cross-sector nature of the challenges confronting businesses today.
Among the confirmed panelists is Adewole Lawal, Group Sustainability Lead at Evercorp Industries, who is expected to examine the growing importance of sustainable business models, long-term value creation and corporate responsibility as consumers become more discerning about the social and environmental impact of the brands they patronise.
Also on the panel is Olusesan Ogunyooye, Head of Marketing at AXA Mansard, who will provide insights into changing consumer expectations in the financial services and risk management ecosystem, with emphasis on transparency, trust and more sophisticated customer engagement strategies.
Okey Umurhowho, Director of Marketing at StarTimes, will bring perspectives from the increasingly competitive media and entertainment industry, particularly around subscriber retention, content accessibility and the delivery of compelling value in a market where consumers have greater choice.
Joining the panel is Mrs. Olabisi Shonibare, Director of Partnership, Grant Management and Innovations at LASEPA, who will contribute her experience to discussions around partnerships, innovation and institutional approaches to creating sustainable value.
The organisers said the diversity of the panel was deliberate, stressing that the changing consumer landscape requires businesses to look beyond conventional marketing and adopt more integrated strategies that connect customer expectations with operational delivery.
According to the organisers, the modern consumer is increasingly informed, discerning and vocal, making traditional one-way brand communication insufficient for businesses seeking sustainable market relevance.
They noted that the ongoing shift in the value equation requires corporate leaders to rethink their engagement models, align business offerings with authentic consumer priorities and develop operational frameworks capable of responding to rapidly changing market conditions.
The conference’s focus comes against the backdrop of a marketplace where digital platforms have significantly altered the relationship between brands and consumers. Increased access to information, online reviews, social media conversations and alternative products and services has given consumers greater influence over purchasing decisions, forcing companies to compete not only on price and product quality but also on trust, experience, responsiveness and corporate values.
The interactive panel discussion will build on the keynote presentation by Dr. By Bolajoko Bayo-Ajayi, President of the National Institute of Marketing of Nigeria (NIMN), who is expected to provide a broader perspective on the evolving marketing environment and the implications.