Culture Must Drive Modern Marketing – Fasakin

Executive Chairman of CMRG Limited and former President of the Nigeria Market Research Association (NIMRA), Lanre Fasakin, has emphasized that culture is inseparable from marketing, especially in the evolving landscape of consumer engagement.

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Fasakin made this assertion on Friday while delivering a paper titled "How Brands Can Co-create with Consumers: The Human-Centric Design Approach" at the maiden edition of the NIMRA International Conference 2025, held in Lagos. The four-day hybrid summit was themed "Beyond the Horizons: AI and the New Frontiers."

According to him, understanding the cultural context of consumers is essential to developing marketing strategies that resonate and drive behavioral change.

"Culture is a reflection of who you are. No one is more of an expert on your affairs than you. For a marketing strategy to influence behavior, it must align with a person's identity and environment. That's why culture and marketing are inseparable," Fasakin said.