Trust, Not Transactions, Will Define the Future Market, Says NIPR President

• Jun 21, 2026

President and Chairman of Council of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, has called on marketing professionals to embrace community building, cultural relevance and authentic connections as the new pillars of business growth in an increasingly complex marketplace.

Speaking at the Annual Marketing Conference and Annual General Meeting of the Nigerian Institute of Marketing of Nigeria (NIMN), themed “Community, Culture and Connection: Re-imagining the New Market,” Dr. Neliaku said the traditional understanding of markets has evolved significantly, requiring brands and organisations to rethink how they engage consumers.

According to him, markets were once defined largely by physical locations, products and pricing, but are now increasingly shaped by people, platforms, purpose and participation.

“There was a time when markets were defined largely by places, locations, products and prices. Today, markets are increasingly defined by people, platforms, purpose and participation,” he said.

Drawing from contemporary consumer behaviour trends, Neliaku noted that today's consumers are no longer interested in merely purchasing products and services but are increasingly buying into the stories, values and purpose behind brands.

“The modern consumer does not simply buy a product anymore; they buy into the story behind the brand. Consumers no longer merely support brands; they identify with values. They do not seek transactions alone; they seek belonging, relevance and meaningful experiences,” he stated.

The NIPR President described community as one of the most valuable assets in contemporary marketing, noting that brands that successfully build and nurture communities are more likely to earn trust, inspire loyalty and generate sustained advocacy.

According to him, communities create trust, amplify advocacy and transform customers into strategic partners in the growth journey of organisations. However, he cautioned that communities can also become destructive when poorly managed or taken for granted.

Neliaku further highlighted the critical role of culture in shaping consumer perceptions and behaviour, stressing that organisations that understand cultural dynamics are better positioned to communicate authentically and connect more deeply with their audiences.

“Culture influences perception, shapes behaviour and determines what resonates with people. Organisations that understand the power of culture communicate with authenticity and connect with their audiences at a much deeper level,” he said.

Speaking on the theme of connection, he described it as the currency of the digital age, especially in a world saturated with information, misinformation and disinformation.

“In an era overflowing with information, disinformation and misinformation, genuine human connection has become a distinguishing advantage. Brands that build authentic relationships will always stand out in crowded markets,” he noted.

Neliaku urged marketing professionals to rethink conventional approaches to customer engagement and focus on building lasting relationships anchored on trust and shared value.

As businesses seek to navigate evolving consumer expectations and market realities, he emphasized that sustainable growth would not come merely from attracting attention but from earning credibility and trust.

“As we reimagine the new market, let us remember that sustainable growth will not come merely from capturing attention; it will come from earning trust. It will not come solely from visibility; it will come from combining visibility with credibility. It will not come from transactions alone; it will come from relationships that create shared value for businesses, communities, cultures and society,” he said.

His remarks resonated strongly with participants at the conference, reinforcing the growing consensus that the future of marketing lies in fostering meaningful human connections, building vibrant communities and creating culturally relevant experiences that inspire long-term loyalty and impact.