General News
Path to Purchase: The Power of Children in Determining Household Buying Decisions

By: Solafunmi Oyeneye, Senior Channels Manager, & Giuliana Dias, Senior Director, Research & Insight, VIACOMCBS Networks Africa (VCNA),
The collaborative process of purchase decisions within homes can no longer be denied. Long gone are the days when there was a top-down hierarchy in households, and the decision making was the sole preserve of parents. These days, especially in homes with millennial parent’s aged 25 to 35, children are more actively involved and have more influence on decisions made in households.
The research revealed four key drivers behind the shift to a more inclusive, collaborative decision making in households.

Giuliana Dias, Senior Director, Research & Insight, VIACOMCBS Networks Africa
Unprecedented Tech Access – In recent times, with nearly 12 devices per household, kids have unprecedented access to information and parents are no longer the gatekeepers of information in the home. In fact, parents are more likely to leverage their children’s knowledge in making more informed purchase decisions for the family; as children are likely to be more aware of brands and are able to filter that information into whether or not they want to purchase products from these brands.
Millennial Upbringing – This second key driver is attributed to the shift to a more inclusive, collaborative decision making within the home. Majority of millennials attended daycare, participated in playgroups, played organized sports, making them more accustomed to collaboration and teamwork. They infuse this into their style of parenting in their willingness to see their children as teammates in the success of the family. Young parents have reimagined the roles of kids in the family; as a result, decisions are made as a family, with kids playing a significant role in the outcome.
Financial Awareness – Millennial parents have also made it a priority to teach their kids about financial awareness, informing them on the financial situation of the family. Children are no longer shielded from the economic realities of their family. Research conducted by ViacomCBS on families with children aged 6 – 14 revealed that over 60% of the kids were aware of household budgets, and about 45% were aware of how much things cost.
With this knowledge, kids can balance the information they have of brands with the economic realities of their family in order to manage their expectations. With a collaborative effort of parents and kids, decisions can be made more easily acceptable by every member of the household.
Family Closeness – This last driver identified in the study indicates 78% of Nigerian parents saying they want to be best friends with their kids. Families are closer than ever, kids are no longer looking up to just athletes and celebrities, they’re also beginning to look up to their parents. Parents are able to better connect with their children, by having more conversations that are open and sharing more amongst themselves.
Sharing ranges from health, financial and even household purchase decisions. Family sharing has become automatic and unconscious. Do children however have opinions on all categories of purchase? Out of 25 categories tested in Nigeria, most kids are involved in at least 14 out of these 25 categories. Their greatest influence being over entertainment, food and groceries, restaurants, electronics, vacation and telecommunication. This means that in households with kids, they play a significant role in the final purchasing decisions that concern any of these six categories.
The path to purchase in households has become a collaborative process of negotiations between parents and children, who are influenced more by emotional than rational factors.

Solafunmi Oyeneye, Senior Channels Manager, VIACOMCBS Networks Africa
Parents are influenced by how happy a purchase makes their kids, while kids are influenced by how happy they will be with a product. Both parents and kids consider if a product will enable the family to spend more time together. Parents are also likely to spend 60% more when their kids are involved in decision making within the household.
Understanding these paths to purchase will enable brands to engage and provide for different members of the family. Therefore, brands in creating their messages must reach both parents and kids, as they both play critical roles in purchase decisions. Within the TV environment we know that the best place to find parents and kids simultaneously is children’s television.
Interestingly, for every one child watching any Nickelodeon channel, there are at least four females aged 25 and above watching at the same time. With over 245,000 kids (aged 7-14) on the Nickelodeon channels monthly, the majority of viewers per month are mums 25+ which are over a million viewers monthly.
Though parents (Mums) usually make the final purchase decisions within households, the role that children play in these decisions cannot be denied. These influential members of the home should be treated as important by brands in determining and communicating their message to target families.
General News
FG Plans N50m STEEM Grant to Support Student Innovation in August

In a giant stride to support innovation, entrepreneurship and economic transformation, the Federal Government is set to unveil a N50 million grant for Science, Technology, Engineering, Mathematics and Medical Sciences (STEEM) students in Nigeria’s tertiary institutions.
The project, which is referred to as the Student Venture Capital Grant (S-VCG), is a pioneering initiative designed to empower the students towards building the next generation of scalable, job-creating ventures.
According to a statement by the Director of Press and Public Relations in the Ministry of Education, Folashade Boriowo, Friday, the initiative will be formally unveiled in August by the Minister of Education, Dr. Tunji Alausa.
Boriowo stated that the minister made the disclosure during a stakeholders’ engagement session held in Abuja in the presence of vice-chancellors, provosts, rectors, student leaders, academic staff, and development partners, and will chart a collective course for nurturing student-led innovation.
The statement noted that the grant targets full-time undergraduate students in STEMM disciplines (Science, Technology, Engineering, Mathematics and Medical Sciences), specifically those in 300 level and above.
“Each selected student-led project will be eligible to receive startup funding of up to N50 million, along with access to mentorship, incubation services and business development support.
“The initiative will be implemented in partnership with the Bank of Industry (BoI) to ensure financial transparency, impact measurement and effective project execution.
“S-VCG is not just a grant. It’s a launchpad for bold, young innovators to lead Nigeria’s industrial and technological transformation,” said Alausa.
Speaking at the session, the Minister of State for Education, Prof. Suwaiba Sa’id Ahmad, described the grant as a strategic investment in Nigeria’s knowledge economy.
“We’re building a stronger, more competitive future by supporting innovation from the ground up,” she said, adding that the programme’s design was informed by months of consultation with students, faculty and institutional leaders.
Participants at the event welcomed the STEMM-Up Grant as a timely, strategic and high-impact initiative that will drive youth innovation, tackle graduate unemployment, and position Nigeria as a hub for student-led entrepreneurship in Africa.
General News
UK Businesses Look to Africa As Strategic Growth Partners

New research by UK-based Strategy Management Partners reveals that a growing number of British businesses are identifying Africa as a key strategic growth region – drawn by structural reforms, demographic momentum, and rapid digital transformation across the continent.
The research, based on a survey of senior decision-makers from 250 large UK-based companies, finds that 50% are already active in African markets and planning to expand further.
An additional 28% are considering entry, signalling a clear uptick in long-term interest from international businesses with the resources to scale regionally.
The findings challenge outdated perceptions of Africa as a high-risk or secondary market. Instead, they highlight key drivers behind renewed commercial interest: • 61 per cent of UK leaders cited Africa’s large and growing consumer markets as a major draw. • 61 per cent pointed to the continent’s rapid pace of digital and technological adoption. • 50 per cent highlighted the potential of Africa’s young, skilled, and digitally native population.
The study also suggests that Africa is no longer viewed simply as a market for philanthropic initiatives or shortterm gain. Only 20 per cent of respondents cited philanthropic motives, while most are focused on building commercially viable, long-term operations.
Initiatives like the African Continental Free Trade Area (AfCFTA), are also laying the groundwork for significant economic growth.
With 23 countries already implementing preferential tariffs, the framework is expected to facilitate smoother intra-regional trade, enable market scale, and support more efficient supply chains.
These structural improvements are making Africa more attractive to global firms with the ambition to operate at scale.
However, despite rising optimism, significant operational and policy challenges remain. The top four barriers to investment cited by UK business leaders were: political and country risk (68%); safety and security issues 66.4%); regulatory barriers and tariffs (60.4%); and the complexity of cross-border transactions (60%).
Addressing these issues will be crucial to unlocking Africa’s full potential for UK investment. UK companies are showing the most interest in sectors that align with Africa’s core strengths, such as natural resources, agriculture, a young and expanding population, and infrastructure development.
These areas are seen as the backbone for long-term commercial growth, offering opportunities to build local supply chains, expand digital services, scale manufacturing, and meet rising consumer demand.
However, for companies looking to invest or expand into Africa, success also depends on key enabling conditions. According to business leaders surveyed, the top factors supporting investment are: • The size of market and consumer demand (49.6%) • Reliable and consistent energy supply (48.4%) • Access to affordable, educated and capable talent (44.8%) • Efficient transportation networks, such as roads, ports, airports (38%) • A favourable macroeconomic environment: low interest rates, low inflation, stable exchange rates, and seamless cross-border transactions and repatriation of earnings(38%).
“UK businesses are increasingly seeing Africa as a strategic growth market, driven by structural reforms, digital adoption, and the momentum behind the African Continental Free Trade Area (AfCFTA),” says Muibat Ijaiya, Partner at Strategy Management Partners.
“But real progress will depend on practical cooperation with African governments. The AfCFTAis a pivotal step forward – what’s needed now is a deeper alignment between public policy and private investment to address trade, regulatory and infrastructure barriers, and unlock long-term, sustainable growth.”
General News
Experts Champion Sustainability at Lagos Green Economy Forum

Lagos State’s transition to a greener economy is gaining momentum, with female leaders from top corporations taking the lead and the state government beginning to record early wins from its plastic bag policy.
At the Lagos Green Economy Forum held on July 23, senior executives from MTN Nigeria, IHS Towers, TechnoServe, and other large organisations highlighted the role of corporate innovation in advancing sustainability.
The all-female panel also emphasised the urgent need to integrate Nigeria’s thousands of small and medium enterprises (SMEs) into the country’s green transition.
“We’re not just here to share strategies,” said Temilade Olabanji, Senior Manager, Sustainability and Shared Value, MTN Nigeria. “We are here to build local resilience. Our Project Zero is not only helping us cut emissions but also equipping our suppliers with the knowledge to do the same.”
MTN’s Project Zero aims for net-zero emissions by 2040, with a 50% reduction target by 2030. The company is already powering base stations and data centres with renewables, while training suppliers to understand carbon footprints and adopt circular practices. MTN has pledged that by 2026, 80% of its top suppliers will align with its sustainability goals.
Titilope Oguntuga, Director of Sustainability, IHS Towers, reinforced this approach, noting that the company’s Project Green is decarbonising its over 16,000 tower sites across Nigeria by switching to renewable energy. “Project Green is enabling all sites to run effectively with more renewable sources of energy rather than the typical fossil fuels,” she said. IHS also runs Clinic Without Walls, a free micro-health insurance scheme for underserved communities.
From the nonprofit sector, Juliet Ezeani, Senior Business Advisor of TechnoServe, explained how the organisation supports vendors through environmental impact assessments, sustainability training, and responsible procurement.“For all our projects, we look at how the project runs and especially how it affects the environment,” she said.
Meanwhile, the Lagos State Government provided an update on its green policy efforts, especially the plastic bag ban introduced two months ago.
“All of what we have done so far is towards making the economy of Lagos or the quality of life of the average Lagosian much better,” said Dr. Babatunde Ajayi, General Manager of the Lagos Environmental Protection Agency (LASEPA), who represented the Honourable Commissioner, Mr. Tokunbo Wahab.
On the plastic bag ban, he added: “What that [the ban] has also done is to free up our drainage from the plastic waste. In some way, we have reduced flooding, reduced pollution, and reduced the headache and the cost of maintaining drainages and labourers.”
Dr. Ajayi emphasised that green transition is not just a compliance issue for SMEs but an economic opportunity. “It helps them drive their engines, their entire businesses in a more sustainable manner.”
As Lagos accounts for nearly 30% of Nigeria’s GDP, the increasing alignment between corporate leaders and public policy towards a greener economy is positioning the state as a model for inclusive, environmentally responsible development.
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