For the fourth consecutive year, the Consumers Value Awards (CVA) convened regulators, brand managers, and consumers to celebrate excellence at the 2025 edition held on 26th November at the Radisson Blu Hotel, Ikeja. The highlight of this year’s event was the unveiling of the Citizens Score Card (CSC), a new framework reflecting citizens’ perceptions of key government institutions.
Speaking during the unveiling, Akonte Ekine, Chief Executive Officer of BrandXchange and Convener of the Consumers Value Awards, explained that the concept emerged organically during the nominations phase. “Consumers began listing government agencies alongside brands for consideration. This inspired us to examine the public sector closely and introduce a dedicated category,” he said.
The Citizens Score Card provides Nigerians with a unique opportunity to evaluate government agencies through their votes. It benchmarks institutions against one another, offering insight into how each contributes to the broader conversation around Brand Nigeria.
Seven institutions made it to the inaugural nomination list:
• Federal Competition and Consumer Protection Commission (FCCPC)
• National Agency for Food and Drug Administration and Control (NAFDAC)
• National Orientation Agency (NOA)
• Public Complaints Commission (PCC)
• Nigerian Civil Aviation Authority (NCAA)
• Nigerian Electricity Regulatory Commission (NERC)
• Nigerian Communications Commission (NCC)
Highlights of the First Citizens Score Card:
• NAFDAC emerged as Best Agency in Consumer Satisfaction and Engagement with 48% of nationwide votes, and Most Friendly Regulatory Agency with 56 per cent.
• FCCPC was voted Best Complaint Resolution Agency with 47 per cent of nationwide votes.
• NOA received an overwhelming 90 per cent of citizens’ votes as the Most Engaging Government Agency.
• NCC ranked second in the Public Complaint Resolution category with 40 per cent of citizen votes.
• NCAA, with a total of 6 per cent across categories, was rated the lowest-performing agency in the maiden edition of the CSC.
Ekine noted that this is the first time in four years that government agencies have featured in the CVA voting categories. He stated that BrandXchange will continue to encourage citizens to participate annually in the nomination and voting processes as a form of structured feedback for public office holders and custodians of the nation’s sub-brands.
This edition also marked another significant milestone with the introduction of a new standard CVA plaque: The Hand and the Cowry. This symbolic piece represents trust, integrity, and the enduring values shared between consumers and brands.
The cowry shell, one of Africa’s earliest symbols of trade, reflects not only the history of exchange but also the cultural values and human connections that shape commerce. The Hand and the Cowry underscores CVA’s mission to recognise brands that prioritise genuine value, fairness, and respect for consumer voices.
“Our goal is to promote a marketplace where trust and integrity thrive,” Ekine emphasised. “By celebrating brands and institutions that embody these principles, we empower consumers to make choices aligned with their values.”
In addition to the launch of the Citizens Score Card, the event also featured the dedication of the Sola Salako-Ajulo Award for Consumerism Reporting. Raheem Akingboku, the inaugural recipient, was honoured with the Hand and the Cowry plaque for his contributions to consumer advocacy journalism.
The Hand and the Cowry plaque stands as a unique symbol of transparency, trust, and Africa’s rich heritage of exchange, celebrating the dynamic relationship between consumers and manufacturers.
