Consumer Trends That Will Define 2026

Anchor Elizabeth Musa sits down with Olusesan Ogunyooye, Head of Marketing at AXA Mansard PLC, to dissect the consumer trends that will define 2026. From the impact of the new tax laws and the the "necessity-driven" economy of an election year to the rising financial power of the "Woman Market," this interview provides a roadmap for brands, entrepreneurs, and marketers looking to crack the Nigerian market.

[Key Topics Covered]

The shift from emotional buying to logical, value-based decisions.

Why "Necessity" will dominate consumer spending in 2026.

The truth about the Nigerian Insurance industry and fake policies.

How the "Woman Market" is redefining liquidity and home-buying trends.

The 2026 Trust Barometer: Why customers trust people more than brands.

[Timestamps] [00:00] - Introduction to 2026 Consumer Trends with Elizabeth Musa. [01:21] - The Death of Cheap: Why value now beats price in Nigeria. [03:02] - Logic vs. Emotion: How economic reality is changing the buyer's brain. [04:41] - Why 2026 will be a year of "Necessity" (Election & Tax Laws). [06:42] - The "Black Tax" and the evolution of Insurance in Nigeria. [09:58] - How to identify and avoid fake insurance policies. [12:42] - Social Proof: Why your brand needs "Celebrity" or "Social Spoof" status. [14:19] - Using Uncertainty as a trigger for long-term planning. [18:17] - The Rise of the Woman Market: Liquidity and the Gig Economy. [24:06] - The Trust Barometer: Why Nigerians don't trust brands anymore. [27:45] - Final Verdict: The one word to describe the 2026 consumer.

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