As conversations around value, trust, and service delivery grow louder in Nigeria’s evolving marketplace, the spotlight is shifting from boardroom-driven recognition to consumer-led accountability. At the centre of this shift is the Consumers Value Awards (CVA), an initiative designed to give everyday users, not corporate panels, the power to evaluate brands and public institutions based on real experience. In this interview, Akonte Ekine, convener of the 2026 edition of the Consumers Value Awards, speaks on the philosophy behind the initiative, among other issues. Excerpts…
What inspired the Consumers Value Awards?
The idea came from a simple observation of the market, personal experience of brands every day. Also, seeing that other consumers are going through same situation. I have attended award programmes with questions about and seen that decisions on the qualifiers for the awards were reached in the boardrooms. The Consumers Value Awards is decided by the people who actually use the products and services.
How do you define “consumer value”?
Consumer value goes beyond price. It’s about reliability, respect, responsiveness and consistency of experience. In today’s economy, consumers are not just asking “Is it affordable?” They’re asking, “Is it worth it?”
Are consumers getting fair value today?
There are pockets of excellence, but also clear gaps. In many cases, consumers have had to adjust their expectations downward, and that’s a concern. What we’re trying to do is reverse that trend by spotlighting brands that are getting it right.
What makes this award different?
Two things: First, it is 100 per cent consumer-driven, from nomination to voting. Second, it includes both private brands and public institutions. That combination makes it not just an award, but a national feedback mechanism.
How do you ensure credibility and transparency?
Credibility is everything for us. We’ve built a process that is open to public participation, structured to prevent manipulation and guided by clear methodology. Every nomination and vote is a data point reflecting consumer sentiment.
Why include public institutions (Citizens Scorecard)?
Consumers are citizens and they interact with government services just as much as they interact with brands and sometimes even more. If we can evaluate private sector performance, we should also evaluate public service delivery.
What kind of response have you seen so far?
The response has been encouraging; we’re seeing strong engagement across key sectors, consumers sharing real experiences and interesting patterns emerging early It shows that people are ready to speak, they just need the right platform.
Who can nominate, and how easy is it?
Anyone can nominate. The process is simple and takes just a few minutes. It’s designed to remove barriers and encourage participation. The more voices we have, the more accurate the outcome.
Why should Consumers take this seriously?
Honestly, it is about influence. Every nomination is a statement about what we value and what we reject as consumers and citizens. If we don’t actively participate, we lose the opportunity to shape the market. If we don’t speak up as consumers we are giving up our power
Can this initiative really influence brands?
Well, that’s absolutely one of the very things we set out to achieve, and I know that bands pay attention to perception, reputation, and recognition. When consumers collectively signal what matters, brands respond, because their growth depends on it.
What trends are you seeing from nominations?
We’re beginning to see patterns around responsiveness, service consistency, and customer experience. Consumers are clearly rewarding brands that make their lives easier.
What message does this send to brands?
The message is simple: consumers are watching, and they are now organised. It’s an opportunity for brands to listen more closely and engage more intentionally.
How long will nominations last, and what should people do now?
Nominations are currently open, and this is the most important stage. We encourage everyone to think about their real experiences, identify brands or institutions that stood out and take a moment to nominate
What happens after nominations?
We shortlist based on consumer entries and open up voting. Each stage is designed to deepen consumer participation.
What is your long-term vision for this initiative?
The vision is to build a culture where consumers are heard, brands are accountable, and service excellence is consistently rewarded. Over time, we want this to become a benchmark for trust and performance.
