The idea that young consumers have short attention spans is one of the most persistent myths in marketing. But according to RED CEO Ayo Razaq, the truth is far more nuanced. In an exclusive conversation with The Brand Colossus, he explained that young Nigerians are not impatient, they are selective.
“I often hear people say that young people have short attention spans and that you need to tell them everything quickly before you lose them,” Razaq said. “That’s not true. Young people still watch long series. Back in the day, shows aired once a week, think of Game of Thrones. Today, they don’t want to wait, not because they lack patience, but because content is available on demand. They want to consume it on their own terms. If a story captivates them, they’ll binge 22 episodes in two days. Consumption hasn’t decreased, it’s evolved. Young people choose which voices to listen to, and only those that matter to them.”
Razaq emphasized that many brands fail because they assume understanding young consumers comes from surface-level social media data. “You can run a campaign for months, but are young people really listening? Does it matter to them? Does the story resonate? That’s the challenge. At RED, we aim for the sweet spot where culture and data intersect, where campaigns truly connect.”
He also highlighted the dangers of relying solely on AI-driven insights. “Brands try to humanize without thinking like humans. AI gives you precision, but it lacks the human factor. Consumers now respond to perception, not just reality. I recently saw a situation where a brand unintentionally came across as disloyal, not because it was, but because perception matters more than reality. Authenticity is the currency today.”
Using the Igbo apprenticeship model as an analogy, Razaq explained, “When someone promises to guide you over ten years, you learn to perceive their character through their actions, not just their words. Brands must do the same, show integrity consistently. If a product claims to make you healthier, consumers want repeated proof.”
On marketing strategy, he added, “Great marketing isn’t about choosing a single channel. Billboards, point-of-sale displays, out-of-home channels, they all build top-of-mind awareness. When combined effectively, they guide consumers to choose your brand at the right moment. Our role at RED is to tell the right stories so consumers not only understand your message but connect with the journey behind it.”
Razaq concluded with a stark reminder: “Consumers today are perceiving brands, not just experiencing them. The real question for brands is simple: how can people perceive you correctly, consistently, and authentically?”
