How Not to Communicate During an Economic Crisis

For millions of Nigerians, life is getting harder by the day. Food prices are soaring. Electricity tariffs are climbing. Transportation costs have doubled in many areas. The naira keeps losing value, and salaries remain stagnant. The average Nigerian is in survival mode, cutting down expenses just to make it to the next month.

Now, mobile data, the lifeline of modern communication and business has joined the list of essentials slipping out of reach. MTN Nigeria recently announced a 200% price hike on its 15GB digital bundle, sending shockwaves through its customer base.

Under normal circumstances, such an increase would spark outrage. But in today’s Nigeria, where people are already battling a relentless cost-of-living crisis, it feels like another gut punch. Nigerians didn’t just react to the price change; they reacted to the disregard and lack of empathy in how it was communicated.

Instead of addressing the situation with professionalism and respect, MTN opted for a casual, almost playful tone. Their statement included phrases like:

• “We don cast.”
• “Let’s just say na mistake.”
• “All that one na story.”
• “In the spirit of love, e go be.”

At a time when customers expected an explanation, they got slang and banter. When they sought accountability, they got vague excuses.

One LinkedIn user put it succinctly, breaking down exactly where MTN’s statement failed:

1. Tone and Language Misalignment – When announcing a 200% price hike, a brand should not use informal, joking language. Customers want respect, clarity, and professionalism, not to feel like their struggles are being mocked.
2. Lack of Accountability – Saying “We don cast” and “Let’s just say na mistake” makes it seem like the company doesn’t take the issue seriously. Customers deserve to know the real reasons behind the price increase.
3. Manipulative Emotional Appeal – Framing this price hike as part of a “love season” and asking for forgiveness is dismissive. Customers don’t have an emotional relationship with MTN; they pay for a service and expect fairness and transparency.

The backlash against MTN is not just about this one announcement. It reflects a larger frustration with how Nigerian companies communicate especially when making unpopular decisions.

For years, telecom companies, banks, and even government agencies have developed a pattern of poor crisis communication. When prices rise, when policies change, when services decline, customers are often met with vague statements that provide no real information, blame-shifting instead of taking responsibility, jokes and slang to deflect criticism and fake apologies that offer no solutions.

This approach is out of touch with the daily realities of Nigerians. People are not laughing. They are struggling to afford basic needs. A price increase should not feel like an inside joke among executives; it should be handled with seriousness and respect.

So what could MTN have done differently? The LinkedIn user who criticized their approach offered an alternative statement one that prioritizes respect, clarity, and reassurance:

Dear Valued Customers,
We understand that the recent adjustment to our 15GB digital bundle pricing came as a surprise, and we sincerely apologize for any inconvenience it may have caused.

At MTN, we are committed to delivering the best possible service, and sometimes, adjustments are necessary due to evolving costs and industry demands. While we recognize that this change has impacted you, please know that we are actively working on ways to continue offering you the best value for your money.

We appreciate your loyalty and patience. Your trust means everything to us, and we remain dedicated to providing you with seamless connectivity and innovative solutions.

Thank you for staying with us.
Yours sincerely,
MTN Nigeria

This version of the statement achieves what the original did not; respects the customer’s frustration, takes responsibility without making light of the situation, provides a reason for the increase without vague justifications, and reassures customers of continued value.

Nigerians are growing increasingly critical of the brands they support. With social media giving customers a louder voice than ever, companies that fail to communicate with transparency and empathy will face serious backlash.

MTN’s misstep is just one example, but the lesson applies to all businesses: In difficult times, respect your customers. Speak to them like adults. Offer clear explanations, real apologies, and solutions not jokes.

Because in today’s Nigeria, the cost of living keeps rising but patience is running out.