Dr. Tunji Olugbodi, one of Nigeria’s most successful advertising and public relations entrepreneurs and Executive Vice-Chairman of Verdant Zeal Group, has called for Africa to transform its global cultural influence into sustainable economic value.
Speaking ahead of the 2026 Innovention Roundtable in a statement seen by Veracity Desk (veracitydesk.com), Dr. Olugbodi emphasized that while influence is often equated with visibility, its true power lies in shaping choices—determining the stories people believe, the brands they trust, the products they buy, and even how they perceive a country or culture.
“Influence is more than a communication advantage. It is an economic force,” Olugbodi stated.
He noted that Africa’s music, films, fashion, language, and stories already travel widely across the globe, but questioned whether the continent is building the structures required to convert this cultural reach into enduring value.
Olugbodi posed critical questions:
- Are African storytellers building sustainable businesses?
- Are African brands participating meaningfully in the attention our culture attracts?
- Do the stories traveling around the world strengthen how Africa is understood, or do they leave others to define us?
Innovention Series 2026
Since 2012, the Innovention Series has convened leaders from diverse sectors to examine issues shaping Africa’s development. This year’s focus is Media and Culture, with the theme: “The Business of Influence.”
The roundtable will explore the relationship between brands, storytelling, and consumer culture, highlighting how influence can attract attention but must be harnessed to deliver economic productivity and cultural meaning.
The event is scheduled for Thursday, August 27, 2026, from 11:00 a.m. to 1:00 p.m., with registration available via bit.ly/VZinnoventionRT26.
The Challenge Ahead
Olugbodi concluded by urging Africans to reflect on where the continent’s influence is currently creating the greatest value and where opportunities remain untapped.
“The greater opportunity is to make attention economically productive and culturally meaningful,” he said.
