Despite the current precarious economic situation of the country, the 2024 edition of the consumers value awards awards held in Lagos to the surprise of nay-sayers. Gov. Babajide Olushola Sanwo-Olu urges all 50 awardees solely chosen by the tech driven process to see the awards as reminders of works ahead and be challenged to go the extra-mile for the consumer as standard bearers.
The governor of Lagos state, Mr. Babajide Olusola Sanwo-Olu, as Chief Marketing Officer of the state led over 50 brand custodians, marketers and individuals as all shone like a million stars clinching home awards and recognitions across various categories at the 2024 Consumers Value Awards night at the highbrow, Radisson Blue Hotel Ikeja last night.
Delighted that BrandXchange, conveners of the award, recognises “the strides we have made“, as a state, Gov. Sanwo-Olu cautioned winners that the awards are not just recognition of the work we have done; ‘it is a reminder of the work that still lies ahead for every winner’, he said in a speech delivered on his behalf.
The awards, 3rd in the series of this unique, integrity driven, consumer-centric celebration of excellence orchestrated by tech-enabled voting process, underscores the all-important position of the consumers in determining the fate of the brand in the market and the viability and success of the economy. It points to the fact that the consumer is king.
Gov. Sanwo-Olu who took home the 2024 Consumer Rights Advocate Governor of the Year Award, has a sterling record of consumer advocacy initiatives with defining results across different segments of governance and industries in the state.
Afolabi Solebo, GM, Lagos State Consumer Protection Agency (LASCOPA) and representative of the governor while reading the governor’s keynote noted that the theme for CVA 2024 – “Empowering Consumers,” resonates profoundly with the works the Sanwo-Olu’s government has been committed to in Lagos State.
Breaking down the theme, Mr. governor said, “At its core, the concept of empowering consumers is not just about protection or regulation; it is about giving every individual the tools, knowledge, and assurance to make informed decisions and access quality products and services. It is about building trust between the government, businesses, and consumers to foster an environment of fairness and integrity“.
For the governor, consumer protection is a critical aspect of governance. This is the State has always placed the welfare of its citizens at the forefront of policies.
Putting it more direct, Mr. Governor said, “Over the past few years, we have embarked on several initiatives aimed at protecting consumer rights and ensuring that businesses uphold ethical standards. These efforts have been guided by the belief that consumers deserve nothing less than fairness, transparency, and accountability in all their transactions“.
Through institutions like LASCOPA under the Ministry of Commerce, Cooperatives, Trade and Investment, consumer grievances effectively handled. The agency has secured reprieve in excess of N80million in consumers’ complaints against PHCN estimated billing. Similarly, LASCOPA made over 40 million in refunds for consumers in manufacturers’ or sellers’ obnoxious “no refund“ caveats, revealed the LASCOPA GM.
To complement that state and organisations like BrandXchange, the governor’s representative noted the state cannot do it alone hence the private sector, civil society, and individual consumers should work hand in hand to foster an ecosystem where consumer rights are prioritized, and businesses understand the value of trust.
Earlier in his welcome address, Ekine Akonte, Chief Brand Analyst, BrandXchange/Convener, Consumers Value Awards alluding to the two previous editions, noted the 3rd edition equally aims to continue to elevate and celebrate the essence of consumerism in the country; while also recognising the power and voice of the consumer in shaping the marketplace. ‘The theme, “Empowering Consumers,” is a call to action and a reflection of the pivotal role every consumer plays in today’s economy’, Akonte noted.
Delving into the metrics and rationale behind the emergence of the winners which was also corroborated by Believe Odianose, Group Head, Cerebo, Tech Partner on the project for 3 years running, the winners emerged from a 3-month voting exercise on its www.consumersvalueawards.com . The voting and originating data are devoid of human interference whatsoever as every vote has to be authenticated by an OTP to avoid multiple voting or block voting. The data collated and leaders of different packs emerge without any meddling.
Such is the credibility of this uniquely reliable awards, data don’t lie – ‘the consumers—have made your voices heard, endorsing the brands that have stood the test of trust, quality, and value’, he declared.
In the face prevailing economic challenges, the convener saying the obvious noted that ‘consumers are vulnerable’ but he’s quite pleased that they are “yet resilient“. Despite the not too good scenario, he therefore, submits ‘consumer empowerment is more critical now than ever’.
In a somewhat subtle design to feel the pulse of the audience and may be ‘gaslight’ the environment, the convener said in his address, “It’s not just about the right to buy or choose but also the right to be HEARD, TO QUESTION, AND TO DEMAND BETTER. The stories of everyday consumers, like Chioma Okoli, exemplify this. Chioma, and many others like her, have dared to speak truth to power, raising their voices to hold manufacturers accountable for the quality of goods and services they deliver“.
It indeed, reverberated. The case brightened up the hall as it attracted direct responses and innuendos. There were differing opinions in the squabble between Chioma/Erisco on Tomato Paste Issue as its wont to be. Experienced consumer advocates and legal experts in house agree on one thing, moderation and decorum.
“Empowering the consumer is a shared responsibility. It is about ensuring that brands listen, adapt, and respect the opinions of those they serve“, a side seems to hold, which isn’t bad on its face value.
This means a consumer has the right to vent and complain about a product, provided moderation and decency of language is held sacrosanct. “Death threats or its insinuations should be avoided“. It’s a no-no even while exercising your freedom.
Yes, beautiful evening it turned out to be with lots of learning and take-aways although, it started on a low note and mixed-up feeling, possibly caused by the prevailing unimpressive economic situation. A number of the citizens are still trying to wrap their heads around the hyper hike in fuel prices. All the same, the hall bumped beyond expectation recording better attendance than the prevailing situation would ordinally allow. Not a few friends, consumer advocacy community and a handful of the awardees turned up for CVA 2024 Awards.
Mesmerised by the fact that CVA has ran its 3rd full cycle, Sola Salako-Ajulo, Chairman, FCCPC Tribunal in her goodwill message says BrandXchange deserves all the support it can get. Speaking from a viable hindsight Salako-Ajulo, a consummate consumer advocate with an impeccable record, urges all to support the annual awards. Short of describing such selfless effort as “a lone voice in the wilderness“, says it deserves support because it strengthens the voice of the consumer, improves standard of living and improves the economy on the long run.
One thing that is defining in this edition is standardisation. Like all truly standard awards globally, plaques aren’t free! When a company wins an award, it’s contacted and if the managers feel the organisation needs the plaque for whatever reason, it orders for it and it’s prepared and delivered. That’s the standard practice. That’s the integrity.
A case where the consumers voted for your brand through a portal specially curated and managed for that purposed and you want to stroll in, pick the plaque, wine and dine all pro-bono, isn’t right and civil. More of these standardisation and integrity practices in the nation’s awards space are coming. It’ll make our awards, badges of honour indeed, the Lagos Advertising and Ideas Festival is a case in point.
Despite the economic imperatives of the time, CVA 2024 isn’t a bad outing altogether, looking forward to CVA 2025 characterised with a lot more finesse, plump and a better meaningful support from manufacturers and marketers of brands. Kudos to consumers who’s total number of votes is recorded to increase on a year-on-year basis.
