The Nigerian Ethos: a story of national character.

This essay reflects on the general guiding traits and ideals that characterize Nigeria as a country, Nigerians as a people and Nigeria as a brand.

As the new year rolled in, Nigerians online unanimously agreed that the theme for 2024 would be ‘no gree for anybody’ which best translates to ‘refuse to be oppressed or sidelined’. This phrase is not new and neither are yearly themes. In fact, in many churches, as the congregation crosses over from New Year’s Eve into the 1st of January, a theme is announced. Often, the theme draws on a promise or a declaration for favor, grace, blessings, abundant miracles and even supernatural advancement.

So, when a loose consensus was reached on Social Media that 2024 would be the year of no gree for anybody, it seemed like a timely clarion call that hit a raw nerve. Inflation rates are skyrocketing and young Nigerians are poorer, more economically stifled, and arguably forced into more socio-economic resilience than their parents and grandparents ever were. Yet, the strides that Nigerians are making in film, television, the arts, music, sports, industry and academics defy proportion. I wonder if no gree for anybody resonates so well because it is the most concise summary of who we are as Nigerians, the principle we can all agree on that cuts across ethnicity, social standing and religion; and the closest thing to a national slogan. Or ethos.

Ethos is a Greek word meaning 'character' that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology. It denotes the disposition, character, or fundamental values peculiar to a specific person, people, organization or culture. - Wikipedia.

The Nigerian ethos is hustle, motion, audacity, no gree for anybody and shine your eye. Also, Naija no dey carry last. It is the trait that cuts across Nigerians, all things being equal, and stands us out among others. It is the thing we take general pride in: that we are often more astute, more assertive and more risk-tolerant than others. That if handed no shoes, halfway into the race, and with blindfolds on, we will do our best to catch up and make the leaderboard. That we cannot be bamboozled. That we are brave.

To draw parallels, the ethos of democracy, capitalism and American exceptionalism are as characteristic of the USA today as they were in 1986. In Japan, the ethos embodies fierce independence (of individual and nation), accountability and creative innovation. This is why Japan is known for being decades ahead in technological advancement, and why Japanese children are known to be highly disciplined. Thainess, as an ethos that reflects respect, refinement and politeness, is enshrined into the culture that makes Thailand a world leader in hospitality.

Pros of the Nigeria ethos.

So how has the Nigerian ethos served Nigerians and Nigeria? The pros are endless. Nigerians turn dry straw into nests, we turn a yard into miles and we build castles out of thin air. We never let a competitive opportunity go to waste. Individual Nigerians are constantly ranking with their global peers in academics, business, the arts and finance.

This ethos is also not without its demerits. Often, if there’s limited time and resources, it becomes more important that things are done elaborately rather than thoroughly or with finesse. The ethos allows for some of Africa’s wealthiest individuals and companies to come from Nigeria but also for the largest population of poor people in any given country to be found in Nigeria. The ethos favors audacity against all odds; whether the audacity is blind, ill equipped or even destructive.

The conundrum.

Why do many thriving Nigerians, home and abroad, not equate to a thriving Nigeria? If individual Nigerians and Nigerian entities are topping charts, why isn’t Nigeria topping National charts in progressive categories?

Turning the ethos into a consistent branding template.

If we were to build out a strategy for our diplomatic relations and national branding, it would be practical to lean into this ethos, rather than shy away from it. In fleshing out the national identity and brand, it is best to start from what is and gradually develop what could be. A basic principle of economics that is useful for a marketing strategy is competitive advantage: what we can do better and more efficiently than others, not necessarily just what we can do well. What are we already positively known for and what can we flesh out? Nigeria’s best PR right now comes from our music, our movies, agriculture, our sport exports, our budding tech industry and our people; the Diaspora. The ethos is also a powerful pillar that any private brand can leverage. In the same way that German companies compete on a global scale under the ethos of efficiency, Nigerian brands have an opportunity to compete at scale under the ethos of intrepidity. When combined with excellence, the ethos of audacity is unstoppable.

If Nollywood, afrobeats and sports are anything to go by, it is indeed possible for Nigerians to be both audacious and excellent. To be motion-oriented and thorough. To hustle in a direction that favors the collective. But first, an acknowledgement of what the true ethos is: hustle, motion, audacity, no gree for anybody and shine your eye. Also, Naija no dey carry last.

Questions for you:

1. Do you agree with my suggestion about what the Nigerian ethos is/are?

2. What global brands do you think are already embodying a truly Nigerian character?

3. Which countries do you think we closely resemble in ethos?

Before you go, please share this newsletter with other curious minds. There’s something pretty cool to discover (almost) every month!

Love,
Funmi.