Dr. Tunji Olugbodi, Executive Vice Chairman and Group Chief Executive Officer of Verdant Zeal Group, has declared that the era of one-way brand communication is officially over.
“For years, companies created the message, bought the media space, and told consumers what to think,” Olugbodi said. “Today, people can respond instantly — questioning claims, sharing experiences, recommending brands, or even reshaping the meaning of a campaign.”
This shift, he explained, has transformed the relationship between brands and consumers. Influence can no longer be manufactured in isolation; it must be built on genuine understanding of people’s language, humour, concerns, values, and aspirations.
“When people feel spoken at, they may hear the message,” Olugbodi noted. “But when they feel spoken with, they are more likely to trust it, participate in it, and remember it.”
In a statement seen by Veracity Desk (veracitydesk.com), Olugbodi urged brands to embrace communication that creates room for listening, response, and shared meaning — stressing that consumer engagement should not be an afterthought but part of shaping the story from the very beginning.
