CVA 2026: The average consumer is looking for more than just a product that works says Sanwo-Olu

By Amechi Obiakpu

Any brand that must be seen to be relevant to the present day consumers must be ready to offer value, as the average consumer is looking for more than just a product that works, says the Executive Governor of Lagos State, Babajide Olusola Sanwo-Olu.

Sanwo-Olu, who was represented by Afolabi Solebo, General Manager, Lagos State Consumer Protection Agency (LASCOPA), made the statement at the 5th edition of Consumers Value Awards ceremony held September 23, 2026 in Ikeja, Lagos.

Speaking during his goodwill message, Sanwo-Olu said consumers are looking for value that last”, stressing that in this new economy, value was no longer just about price, but about trust and empathy.

“For decades, the golden standard of business was customer satisfaction. We were taught that if a customer’s expectation was not met, the job was not done, but in the new economy, an economy defined by volatility, digital disruption, and a highly descending populace, meeting expectations is merely the entry fee. It is no longer enough to satisfy, but to provide lasting value,” Sanwo-Olu said

Sanwo-Olu pointed that, the reality of the Nigerian consumer today revealed that they are not just buyers of goods; they are curators of experiences. They are harmed with information, empowered by social media, and burdened by economic pressure.

“The theme beyond satisfaction is a challenge to all of us, government and private sectors alike. It is a challenge to love the consumer, to respect the consumer, and to serve the consumer with integrity,” the governor asserted.
Organised annually by BrandXchange, the CVA is a platform which places the power of recognition on consumers and citizens to vote organisations and brands they believe deliver value.

This year’s event, the 5th was themed: “Beyond Satisfaction: Redefining Consumer Value in a New Economy.”

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