A public relations firm, Chain Reactions Africa, has advised Nigerian politicians and government to pay attention to the evolving behaviour of youths, as their electoral decisions will significantly impact the 2027 election outcome. The firm presented a report, Youth Futures 2026: A Culture Intelligence Report on African Youth, highlighting the growing importance of understanding the youth as a key segment of the population. The report was presented at the Sheraton Hotel, Ikeja, and brought together young Nigerians, creatives, and thought leaders.
The Managing Director and Chief Strategist of Chain Reactions Africa, Israel Opayemi, emphasized that young Nigerians are no longer a constituency to be courted only at election time. He urged political leaders and government institutions to study the report and understand the youth, citing data from the Independent National Electoral Commission (INEC). According to INEC, Nigerians aged 18 to 34 accounted for 39.65 per cent of registered voters in the 2023 General Election, a significant number that can determine the 2027 election outcome.
Opayemi referenced the #EndSARS uprising, which permanently altered the terms on which a generation of young Nigerians related to the Nigerian state. He warned that the scepticism of young Nigerians can only be answered by demonstrable change. The firm cautioned the Nigerian government and businesses about the widening mismatch between the speed of evolution and institutional response, emphasizing the need for cultural intelligence in business decisions and public policymaking.
The Executive Vice President, Strategy and Innovation at Chain Reactions Africa, Franklin Ozekhome, disclosed that one of the bright spots of the report was that trust could be rebuilt. He cited examples of the Federal Inland Revenue Service (FIRS) and state governments that delivered visible infrastructure, which can help rebuild trust with young Nigerians.
Ozekhome emphasized that young people are not simply participants in the economy; they actively shape how industries evolve, how communities form, and how culture travels. He described the paradoxes that define this generation's relationship with authority as "Intimacy Without Trust, Visibility Without Safety, Belief Without Institutions and Mobility Without Arrival."
The report highlighted the need for Nigerian politicians and government to understand the youth as a key segment of the population. The firm underscored that the youth's lived experience sets the terms on which power is judged. Opayemi urged politicians and government to act now, citing the urgency of the situation ahead of the 2027 elections.
The event brought together stakeholders to discuss the report's findings and implications. The firm's recommendations aim to help Nigerian politicians and government understand and engage with young Nigerians effectively. Key points from the report include the need for cultural intelligence, rebuilding trust, and understanding the youth's role in shaping the country's future.
Key points
- Youths aged 18-34 account for 39.65% of registered voters in Nigeria.
- The #EndSARS uprising changed the terms on which young Nigerians relate to the state.
- Trust can be rebuilt through demonstrable change and cultural intelligence.
