Dr. Tunji Olugbodi, Executive Vice Chairman of Verdant Zeal Communications Group and the Asiwaju of Ara Kingdom, has declared that storytelling is inseparable from business, stressing that compelling narratives have the power to shape consumer choices, cultural perceptions, and even national identity.
Speaking ahead of the 2026 Innovention Roundtable, Olugbodi emphasized that every strong brand tells a story—about identity, aspiration, belonging, or possibility—and when those stories connect deeply, they influence consumer behavior and shape culture.
“A compelling story can change what people buy, where they travel, and how they see themselves. But influence also brings responsibility,” he said.
This year’s Innovention Roundtable, themed “The Business of Influence: Brands, Storytelling and Consumer Culture”, will explore how influence can be harnessed to create responsible brands, sustainable creative businesses, and greater economic value for Africa.
Olugbodi will be joined by Ayodeji Razaq, CEO of RED|For Africa, and Oluwatosin Ajibade, founder of OloriSuperGal, with Sarah Ofonedu moderating the conversation.
Olugbodi posed critical questions about the role of influence in today’s digital age:
What ideas are we normalising?
Whose interests are being served?
Are we building genuine communities around shared value, or merely competing for attention?
He noted that individuals, creators, and digital communities now wield as much influence as traditional media institutions, making it imperative to examine how influence can be converted into lasting value rather than fleeting attention.
A Call to Action
The roundtable will hold on Thursday, August 27, 2026, from 11:00 a.m. to 1:00 p.m., with registration details provided by Verdant Zeal.
Olugbodi concluded with a challenge to African brands and storytellers:
“The greater opportunity is to make attention economically productive and culturally meaningful. What separates influence that merely attracts attention from influence that creates lasting value?”
