In today’s economic landscape, uncertainty and volatility have become the norm. Businesses and consumers find themselves trying to navigate uncharted waters, particularly in Nigeria, which is grappling with economic instability, fluctuating inflation rates, and shifting consumer Navigating these challenges requires a strategic approach that addresses immediate concerns while building long-term resilience. Many are encountering the true meaning of VUCA for …

Introduction The consumer is the nucleus of all production and marketing activities. It is therefore important for brands to observe the consumer closely and pay particular attention to the consumer’s journey if sustainable growth is the object. In this digital age, experts argue that the consumer journey is more dynamic and interconnected than ever before. Brands that adapt to these …