Akonte Ekine is the Chief Executive, BrandXchange, organiser of the Consumers Value Award, an online platform that allows consumers to share their honest feedback and affirm their satisfaction base on the brand experience. In this interview with Amechi Obiakpu, Akonte talked about what we should expect at the 2025 Consumers Value Award, slated for Wednesday, November 26 in Lagos and sundry issues, Excerpt:
Congratulations on the forthcoming Season 4 of the Consumers Value Awards (CVA). How has the journey been so far?
Thank you very much. The journey has been both rewarding and enlightening. When we started CVA, our goal was simple — to create a credible consumer-centric platform where citizens could express their satisfaction with brands they trust.
Over the years, we have seen increasing engagement, greater awareness, and more recognition of the power consumers truly have. Each edition has deepened our understanding of how important it is for brands to listen actively and for consumers to speak up confidently.
What are the takeaways so far, and how are such helping to improve this year’s edition?
One of the biggest takeaways is that consumers want transparency and fairness in how brands treat them. We’ve also learned that data-driven consumer engagement builds credibility — both for the process and the results.
For this 4th edition, we have refined our voting and validation systems to make them even more inclusive and representative. We are also paying more attention to feedback from past participants — both brands and consumers — to ensure a better experience overall.
What specifically will make this 4th edition unique, and what should people look forward to?
Every edition builds on the last, but this year is particularly special because we are focusing on “Sustaining Consumer Trust in a Challenging Economy.”
People can expect broader sectoral representation and stronger collaboration with regulatory agencies.
As a consumer advocate, why do you think brands need validation from consumers, which is part of what CVA stands for?
Validation from consumers is the highest form of endorsement any brand can get. It is not about publicity — it is about trust.
In a market like Nigeria’s, where consumers are becoming more discerning, validation from real users reinforces credibility and loyalty. The CVA is designed to provide that independent platform where the voice of the consumer genuinely counts.
How has CVA helped bring to the consciousness of consumers the rights they possess, knowing that brands’ survival depends on them and in your opinion, on the part of brand owners, what learnings have they received?
CVA has created awareness that the power truly rests with the consumer. Through our campaigns, social conversations, and partnerships, we have reminded people that every purchase is a vote — and that they have the right to demand value, respect, and quality service. Again, many brands have come to appreciate that consumer loyalty isn’t automatic. They now see that respect for the consumer’s experience is directly tied to brand reputation and survival.
From your experience with consumers and brand owners, what is the disconnect between both sides — and how can it be bridged?
The biggest disconnect is often communication and empathy. Brands sometimes assume they understand consumer needs, while consumers feel brands don’t listen enough. Bridging that gap requires authentic dialogue — not just marketing messages, but real feedback loops that translate into action.
When brands listen more and consumers engage constructively, trust naturally follows.
As a PR man turned consumer advocate, what personal learnings have made you a better player in the industry?
My journey from public relations to consumer advocacy has reinforced one truth — reputation begins and ends with the consumer. I have learned that advocacy is not about confrontation but collaboration. It’s about aligning interests — helping brands see that protecting consumer rights is good business. It has also deepened my appreciation of ethics, transparency, and long-term relationship building in the IMC industry.
As a stakeholder in the IMC space, what concerns do you have for consumers, brand owners/manufacturers and, the economy/government?
My main concern is that consumers must continue to be vigilant, informed, and assertive. They need to know their rights and exercise them responsibly. For the brands, they must invest more in genuine consumer research and after-sales engagement. Understanding the consumer journey is no longer optional — it’s essential for survival. Finally, government needs to create stronger consumer protection frameworks and ensure enforcement. A fair marketplace where consumers are protected and businesses thrive is critical for sustainable economic growth.
