Goddie Ofose, Editor-in-Chief of The Industry Newspaper chats with Mr. Akonte Ekine the Convener of Consumer Value Awards on wide range of consumer issues and the upcoming Consumer Value Awards. He spoke about Nigerian consumers being shortchanged and why this issue persists. Ekine also dived into the theme, date, and venue of the CVA and more. Excerpts…….
What makes the Consumers Value Awards (CVA) different from other consumer-related platforms?
Thank you, Goddie, for this opportunity. I am curious about the interest in the difference between the CVA and other awards. CVA is based on consumer-centered measurement. It is based on the consumers, casting votes. It is not based on PR expertise and actions but on the consumers voting independently. Over a period of one month, consumers nominated the brands to be listed and voted for. Everything about the CVA revolves around the consumers, and it is verifiable; hence, you can visit the site to cast a vote and see for yourself.
The other thing is that it benchmarks brands and agencies across industries using access, value, after-sales, and even market experiences. We are in our fourth year. Eventually, you will see other aspects of the initiative, such as public accountability, with which we can speak to power and regulatory agencies.
READ ALSO: Nestlé Nigeria calls for entries for the 2025 Media Awards
Besides trophies, the company BrandXchange is evolving into a bigger platform to sustain long-term conversation in the market. And above, the Consumer Value Awards is our proud initiative. The categorization and judgment are by consumers in the country, not by any imported template.
What is lacking among Nigerian organizations in addressing consumer issues?
We have a primary issue, as a result of deprivation, we are too status-conscious, such that we tend to be obsessed with position and title in everything we do. As such, we do not respond to poor services appropriately. Therefore, there is a firefighting mentality to complaints rather than learning input. There are issues of hidden fees, unexplained charges, and unjustifiable increases in fees. Additionally, opaque contracts and surprise charges are prevalent. It is almost an endless list
For example, landlords sometimes triple the rent of their tenants, overnight, and most tenants cannot seek redress. What of the transport sector, where transport fares increase routinely, sometimes even daily. And sellers hardly fulfill warranty agreements.
Why do many Nigerian brand owners seem unconcerned about consumers’ complaints?
It is not that they are not concerned about the consumers’ complaints. It is that they are accustomed to the lassitude of the regulators, which, in turn, influences their responses to the concerns of the consumer. For instance, if you report a telecom brand for poor services, the report will not be attended to in, timely manner by the telecom company because it is aware that its regulators will not say anything or do anything. That knowledge alone is both disadvantageous and advantageous, in one bag, to the company. So, they do things their way, so long as they are sure of their continued quick profit.
Secondly, there are very few products in the market, with the right level of alternatives, as competition. This is why we are doing the Consumers Value Awards: to let consumers know about other brands, through consumer nominations and voting. There are brands that are claiming leadership in this market because they have been in the market for a long time. However, there are more recent brands that are better, and nominating them on the CVA platform means they are good enough for the badge; and then, the consumers validate it through. Another thing is logistics, and switching seems expensive for an average consumer. These seem to encourage the indifference of brand owner towards the consumers. However, that era is gradually coming to an end, with the advent of CVA.
Which sector in Nigeria treats consumers most shabbily — and why?
Two sectors commonly stand out. The CVA voting pattern reveals that, in general terms, government agencies seem to be wired to treat consumers poorly. Interestingly, those at the government agencies are also consumers in other sectors. Ironically, they offer poor services and then expect good services from others.
READ ALSO: Women occupy 31% of top Nigerian firms’ board seats
Other agencies that stand out in offering poor services include the electric and telecom sectors because they enjoy something of a monopoly, a commodity market where there is no clear differentiation between their products and services. Data bundles bought to last you one month, sometimes, may not last one week. That is, in addition to very slow complaint resolution, there is inconsistent billing.
What should we expect from the 2025 Consumers Value Awards?
We are presently canvassing for consumers to visit the site and vote. We expect more people to vote across the country, which is why we are doing this interview to increase awareness levels across age and state. This is the first time we are coming out with a categorization of the public sector. Therefore, we are expecting some very good representation from federal agencies beyond the traditional Consumer Protection Commission’s presence. It is going to be a good consumer conversation for us, organizers, and we do hope that the consumers will be happier at the end of the night. We have written letters to nine government agencies listed for voting during the nomination stages, and we are seeing positive feedback on the portal.
Can you provide this year’s event details?
The event will be held at the Radisson Blu Hotel on 26th November 2025 with the theme – Beyond Prices: Consumer Trust, Digital Experience and Brand Accountability. It is a night to celebrate brands for keeping the promise.
“You are referred to as the father of consumers.” How does that make you feel?
I’m honored. Titles like that are not about one person — they reflect the work of many consumers, civil society partners, journalists, and colleagues, who’ve refused to accept poor services. It’s a reminder of responsibility: to keep holding brands and regulators to account, to protect consumer dignity, and to make sure those words translate into concrete improvements.”
Let me add that it also reminds me this work isn’t about accolades — it’s about justice. We’ll use CVA to turn public voice into policies and practices that will deliver real value to us all.
Discover more from The Industry
Subscribe to get the latest posts sent to your email.
