THE RESILIENCE NAIJA SPIRIT IN THE FACE OF ECONOMIC DOWNTURN.
This Naija spirit, has been a Nigeria’s identity for generations, driving individuals to overcome adversities and achieve success against all odds. The Naija spirit is not just a slogan; it is a defining characteristic of Nigerians that has enabled us to navigate through economic downturns with resolute determination and perseverance, particularly in times like these.
As you might have experienced before, “Naija Spirit” captures the resilient determination of an average Nigerian. Despite the many challenges that have beset our nation—ranging from economic downturns, staggering increase in the cost of living, 2 digits inflation, and for those in the diasporas, grappling with adverse weather in strange land, doing multiple jobs and still attending classes for a second or even third degree – the Nigerian spirit remains unbroken.
The Naija Spirit is more than just a cultural concept; it is a sellable positive trait of a people that has repeatedly defied the odds. In a world where economic downturns and social upheavals have toppled nations, Nigeria’s unique brand of resilience stands tall. It reminds me of a Yoruba adage back in the days “Baa gunyan sinun ewe, baa sebe seepo epa, eni maa yo ayo” which roughly translates to mean that the resilient will have their full regardless of adverse situation. This has proved many times over that the true strength of a nation lies not in its resources, but in the resilience of its people.
Understanding the Naija Spirit
The “Naija Spirit” symbolises the strong will, perseverance, and resourcefulness that define the Nigerian people. It is a spirit born out of necessity, forged through generations of overcoming adversity, and it continues to fuel the ambition and drive of millions of Nigerians today.
The Naija Spirit in History.
The Naija Spirit is not a recent phenomenon; it has been there for long. From pre-colonial times, when various ethnic groups navigated their socio-political environments, to the era of colonial rule, Nigerians have consistently demonstrated a remarkable capacity to adapt, survive, and thrive. The forced amalgamation of diverse ethnicities under British colonial rule in 1914 laid the foundation for a collective national identity, which would later evolve into the Naija Spirit.
During the struggle for independence, the Naija Spirit was evident in the determination of nationalists like Nnamdi Azikiwe, Obafemi Awolowo, and Ahmadu Bello, who tirelessly advocated for self-governance. Their efforts, despite the enormous challenges posed by the colonial authorities, and internal differences culminated in Nigeria’s independence in 1960.
Historical Examples of the Naija Spirit
Throughout Nigeria’s history, there have been numerous instances where the Naija Spirit has been undoubtedly at play. One such period was the Nigerian Civil War (1967-1970), a time of profound hardship and suffering. Despite the devastation, Nigerians on both sides of the conflict displayed incredible resilience. Post-war reconstruction efforts saw ordinary Nigerians rebuilding their lives from the rubble, demonstrating an unwavering commitment to the nation’s unity and progress.
The economic recessions of the 1980s and 1990s further tested the Naija Spirit. With the collapse of oil prices, widespread poverty, and political instability, many Nigerians were forced to innovate to survive. The rise of informal trading and entrepreneurship during these times is a testament to the Naija Spirit. Through sheer determination and an unyielding work ethic, many of these individuals went on to build successful enterprises, contributing significantly to the economy.
An apt and notable example of this is the story of Dr Cosmas Maduka, the founder of Coscharis Group, a conglomerate with interests in automotive, agriculture, and technology. Maduka’s journey began as a young boy who dropped out of school after the death of his father and started working as an apprentice in a motor parts shop. Despite numerous setbacks, including being cheated by business partners, Maduka persevered, eventually establishing one of the most successful companies in Nigeria. His success is a testament to the Naija Spirit, which refuses to be subdued by adversity.
Similarly, stories abound of young Nigerians who migrated from villages to cities with little more than hope and determination. These individuals, often facing significant challenges such as unemployment, lack of support, and unfamiliar environments, managed to carve out successful careers and businesses through hard work, perseverance, and the relentless pursuit of their goals.
The Naija Spirit is also evident in the Nigerian diaspora, particularly in countries like the United States and the United Kingdom. Nigerians have become one of the most educated immigrant groups in the U.S according to a 2018 Pew Research. Similarly, data from the US Census Bureau (2019) shows that Nigerian Americans have one of the highest median household incomes ($62,000) and educational attainment levels (54.4% with a bachelor’s degree or higher) among all ethnic groups in the United States.
The Naija Spirit in the Everyday Life of Nigerians
In urban centers like Lagos, Abuja, and Port Harcourt, the Naija Spirit is visible in the hustle and bustle of daily activities. We are known for our resourcefulness and ingenuity, often finding creative solutions to problems that would seem insurmountable elsewhere. The famous “jugaad” or “making do” mentality, where people repurpose and innovate with limited resources, is a daily practice in Nigeria. Whether it’s finding a way to keep a business running during power outages or navigating traffic congestion with patience and perseverance, the Naija Spirit is a constant companion in the lives of Nigerians.
Role of Traditional Values and Community Support in Fostering Resilience
We can’t but talk about the role that our traditional values and community support play in fostering the Naija Spirit. Traditional values such as the “omoluabi” trait (a Yoruba concept that emphasize integrity, respect, and responsibility) and the “onye aghala nwanne ya” (an Igbo principle which means “no one should leave their sibling behind”), these reinforce the importance of resilience and support within the community.
The Naija Spirit in Action
Numerous stories highlight how individuals have risen from humble beginnings to achieve remarkable success, fueled by sheer determination and resilience.
An example of this inspiring story is that of Chief Innocent Chukwuma, the founder of Innoson Vehicle Manufacturing, Nigeria’s first indigenous automobile company. Chukwuma, who started as a small trader selling motorcycle parts, faced numerous challenges, including a lack of access to capital and a market dominated by foreign competitors. However, his determination to succeed led him to establish a company that now produces vehicles suited to the Nigerian terrain, creating jobs and contributing to the nation’s industrial growth and a source of foreign exchange earnings.
Mrs. Folorunsho Alakija is another example, raised in a middle-class family and pursued a career in banking, but her entrepreneurial spirit led her to start her own business. Despite facing numerous challenges and setbacks in a male dominated business, Alakija persevered and built a business empire, becoming one of Africa’s richest women. Her company, Famfa Oil, is a leading oil and gas exploration and production company. Alakija’s story is an inspiration to many, demonstrating that with resilience and determination, anyone can achieve success against all odds.
How about the remarkable story of Tobi Amusan, the world record holder in the women’s 200-meter hurdles. Despite facing significant challenges, including a lack of sponsorship and initial disapproval from her family, Amusan remained steadfast in her pursuit of track and field. Her unwavering dedication and resilience have propelled her to the pinnacle of her sport, earning her global recognition and inspiring countless others.”
These stories, among many others, showcase how the Naija Spirit empowers individuals to turn obstacles into opportunities, proving that success is achievable even in the harshest conditions.
Nigerian Diaspora: Thriving Abroad
The Naija Spirit is not confined within our borders; it is a driving force behind the success of Nigerians in the diaspora, who have made significant contributions to their adopted countries while maintaining strong ties to their homeland.
The story of Adewale “Wally” Adeyemo, the first Nigerian-American to be appointed as the United States Deputy Secretary of the Treasury, is one. Born in Nigeria and raised in California, Adeyemo’s rise to one of the highest positions in the U.S. government is a testament to his hard work, perseverance, and commitment to public service. His success is not only a source of pride for Nigerians but also an inspiration to the global Nigerian community.
Similarly, Dr. Oluyinka Olutoye, a renowned pediatric surgeon, who gained international recognition when he successfully performed surgery on a baby in-utero, removing a tumor and placing the baby back in the womb. Born and raised in Nigeria, received his medical degree from Obafemi Awolowo University in Ile-Ife. Olutoye’s achievements in the medical field are a reflection of the Naija Spirit’s influence, driving excellence in education, hard work, and innovation.
Iyinoluwa Aboyeji co-founded Andela and Flutterwave, two of Africa’s most successful tech startups, which had been instrumental in positioning Nigeria as a hub for tech innovation. Aboyeji’s success abroad has had a ripple effect, attracting global attention to Nigeria’s tech ecosystem and inspiring a new generation of Nigerian entrepreneurs.
These stories of resilience, whether at home or abroad, underscore the Naija Spirit’s role in overcoming adversity and achieving success. They reflect the enduring belief that no matter the challenges, Nigerians possess the innate ability to thrive and make a significant impact on the world stage.
REBUILDING NIGERIA’S IMAGE WITH THE NAIJA SPIRIT NARRATIVE
The Naija Spirit which is characterized by resilience, determination, and the ability to overcome adversity, is a powerful tool that can be leveraged to rebrand Nigeria on the global stage. This spirit reflects the country’s capacity to thrive despite challenges as we are presently having, making it a central theme for a positive national identity.
So, rebranding Nigeria using the Naija Spirit narrative involves showcasing stories of triumph, innovation, and cultural richness that defy negative stereotypes. For example, highlighting the achievements of Nigerians in various fields, home and abroad —such as technology, medicine, arts and sport —can reshape global perceptions. Promoting these narratives through global media, international partnerships, and cultural exchanges can create a new image of Nigeria as a land of opportunity, resilience, and creativity.
Incorporating resilience into national branding efforts requires a strategic approach. First, the government and private sector must collaborate to promote success stories both within and outside Nigeria. This can be achieved through targeted campaigns that emphasize Nigeria’s contributions to global culture, science, and business. Additionally, showcasing the resilience of ordinary Nigerians who have turned challenges into opportunities can inspire global admiration and respect for the citizenry, such that enhance positive reception across international borders.
Furthermore, engaging the Nigerian diaspora in these branding efforts is crucial. The diaspora’s achievements abroad reflect the Naija Spirit and can be used to bolster Nigeria’s image as a country with a rich talent pool capable of making significant global contributions.
Global Perception and Power of Positive Change
The global perception of Nigeria has often been marred by negative stereotypes, including corruption, fraud, poverty, and conflict. However, the believable and easily Naija Spirit presents an opportunity to redirect the popular negative narratives by highlighting the positive aspects of Nigeria’s identity—resilience, ingenuity, and a strong sense of community.
International recognition of Nigeria’s resilience, as demonstrated by the success of Nigerians in various sectors, can have a profound impact on national morale of the people and identity. When global media outlets and organizations acknowledge the achievements of Nigerians, it not only boosts national pride but also encourages a collective effort to continue striving for excellence. This recognition can also foster a sense of unity and purpose among Nigerians, reinforcing the idea that the Naija Spirit is a powerful force for positive change.
Moreover, a strong national brand rooted in resilience can attract foreign investment, tourism, and international partnerships, all of which are essential for economic growth and development. By consistently promoting the Naija Spirit as a defining feature of Nigeria’s national identity, the country can enhance its global standing and create a more favorable environment for its citizens both at home and more desirable abroad.
Harnessing the Naija Spirit for a Brighter Future
As Nigeria weather its current economic challenges, harnessing the Naija Spirit that is defined by resilience, ingenuity, and adaptability is crucial for driving recovery and long-term growth. To effectively leverage this spirit, a multifaceted approach is needed, involving government policy, private sector innovation, and active civil society engagement.
- Policy Recommendations: The government should prioritize policies that foster entrepreneurship, support small and medium-sized enterprises (SMEs), and create an enabling environment for innovation. This includes providing financial incentives, and enhancing access to more capital, especially for young entrepreneurs and startups from Bank of Industry for example, who have working templates in place.
- Private Sector Role: The private sector must continue to innovate and adapt, leveraging technology and new business models to address local and global challenges. Collaboration between private companies and government initiatives can help scale successful ventures and bring new solutions to market. More public-private partnerships can be instrumental in developing infrastructure projects that create jobs and stimulate economic activity.
- Civil Society Involvement: Civil society organizations play a vital role in nurturing the Naija Spirit by advocating for social justice, providing essential services, and supporting vulnerable communities. These organizations can work with the government and private sector to ensure that economic recovery efforts are inclusive and reach those most in need.
- Individual Roles: This is a multifaceted approach; it involves creating an aggregating platform where successful individuals can present their grass to grace story with definite narrative of resilience.
The Future of the Naija Spirit
The Naija Spirit is not static; it is dynamic and continually evolving to meet the demands of a changing world. As Nigeria faces new challenges, scale new hurdles, this positive narrative will remain a cornerstone of the nation’s identity and a driving force for continuous progress.
- Evolving and Adapting: The Naija Spirit must continue to evolve in response to global trends, such as digital transformation, demographical changes, climate change, and the need for sustainable development. Embracing these trends while staying true to core values of resilience and community support will enable Nigeria to thrive in the 21st century.
- Global Model of Resilience: With its rich history of overcoming adversity, Nigeria has the potential to serve as a global model of resilience and determination. By showcasing its successes on the international stage and sharing lessons learned, Nigeria can inspire other nations facing similar challenges. The Naija Spirit, as a symbol of unwavering resolve, can help position Nigeria as a leader in resilience, innovation, and sustainable development.
So, by harnessing the Naija Spirit, Nigeria can chart a path toward economic recovery, social cohesion, and global influence. This spirit, deeply embedded in the nation’s identity, easily sellable and believable will continue to be a source of strength and inspiration as Nigeria moves forward into a brighter future.
Taiwo Oluboyede is a Brand Strategist and Convener of the #IAMBRANDNIGERIA Leadership Forum
