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BHM’s Ayeni Adekunle, ID Africa’s Femi Falodun, 14 Others Write About Where Our World Will Be By 2025 ~Omonaijablog

We are in uncertain times and questions about the future of our world continue to arise. One of the most rampant questions is "What's next?"

16 consultants and advisers from one of Africa’s leading media and public relations companies - BHM Group -   weigh-in.

Consumer behaviour, climate change, Corona economy, privacy, government communications, advocacy, marketing communications, and street mapping are some of the topics addressed in a special nine-thousand-word editorial released today.

Here are some of the excerpts:
Ayeni Adekunle, CEO, BHM Group writes, on the expectations of consumers, and the rising power of value over brand, “We should expect a boom in health and fitness, in technology, spirituality, and entertainment. And the concept of value over brand could become mainstream, seeing many abandon expensive, crowded cities for the outskirts, or small towns."
Writing on how marketing communications agencies can survive the challenges of reduced client spend post-Corona, Femi Falodun, a Chartered Marketer and CEO of Lagos-based ID Africa predicts, “agencies, big and small, will need to behave more like product companies in order to survive the next decade. Mastering and adopting NoCode tools will help communicators navigate the unfamiliar waters of technology product development.”
“With the pandemic raging on, coupled with the apparent economic and societal instability, there is a very slim chance that a 20% reduction of greenhouse gas emissions will be achieved. The short and long-term solutions may lie in the country’s estimated 2 billion metric tonne coal reserve, as well as a sustainable approach to wind and solar power - two options that the country has grossly under-utilised,” Iretomiwa Akintunde-Johnson, a Lead Adviser at  ID Africa opines, focusing on climate change and its impacts on Nigeria, a West African country of over 200 million people with a nominal GDP of over N43 trillion (over $100 billion).
In America, where the dawn of the electric vehicle is breaking and may be one of the world’s biggest solutions to global warming, Samuel Ipinyomi, a public relations Consultant in ID Africa, predicts that ‘‘by the time Biden's first term is over in 2025, electric vehicles (EVs) could be an everyday thing around the world.”

In respect of street culture and the unprecedented influence that the back-streets in areas like Lagos, London, and New York can exert, Sharon Grey, an Adviser at ID Africa says“The next decade will show us the power of street mapping. And those individuals and initiatives who can rise up and act as a bridge between the ‘street’ and the opportunities that they seek, may well be on their way to tapping into a new source of influence - passionate, raw and real just like its advocates.”
"In 2025, doing good will no longer constitute a microcosm of activities that businesses engage in as part of the mandatory contribution of a percentage of their annual revenue. Instead being good will form a fibre of every business decision and activity," Precious Nwachukwu, Lead Consultant, BHM, wrote, while sharing that 'doing and being good' will become an inextricable feature of the companies of the future.
Despite the clamour for all things digital, Tomide Adeyeye, a PR Consultant and Information Analyst, insists that in so far as digital tech remains abstract without seeking ways to improve the experience, it will end up as a second-best when compared to traditional media. "Either way, digital media will remain relevant and will continue to make our lives easier but if all I get from an e-book is the ability to read the book on a screen, I would rather head to a local library just so I can smell a book again. As long as digital media continues with its abstract form of digital technology while refusing to add anything new to the medium, it will continue to be a cool but ultimately inconsequential version of traditional media," he said.
Njideka Akabogu, a former editor who’s now a Lead Adviser at ID Africa believes that despite the growing popularity of streaming and the movement restrictions brought on by the pandemic, this viewing alternative still has a long way to catch up to the allure of the cinema. "Streaming is as yet to experience its first crisis or major setback. It has mostly been smooth sailing and there’s no telling how it will fare in the face of crisis. Movie theatres on the other hand have survived wars; and from the look of things, will also survive a pandemic," she says.
"As users continue to become aware of privacy liberties taken by product companies, they will begin to use products more cautiously. This will lead to the sparing use of certain product features," Fayokemi Fadeyi, a Consultant at BHM writes on one of the biggest issues of the digital world - privacy - and how the increasing caution among consumers will ultimately lead to stricter laws, and new realities. 

And what's next for public relations as a profession? Lawyer and PR Consultant at BHM, Adebimpe Sanusiexplains the need for PR professionals to swallow their own pill and be as intentional with their narrative as they advise their clients to be, "Surely PR needs a dose of its own medicine. The solution to PR’s many problems is not one a magic wand can fix. However, an intentional approach by industry professionals to change the narrative could create a brighter future for the profession."
Using insights from the past year, Oyindamola Benjamin-Black, BHM Group's Finance and Business Administrator, has said that contrary to popular belief, things will not return to normal, and "there will be an increased need for equal access to digital infrastructure; improved financial and digital literacy. There will be a need for policies that cater to a wider spectrum of needs."
Prince Ehima, a Lead Designer at ID Africa, weighed in on one of the most talked-about issues of the year - cryptocurrency - its rise and the need for smart adoption because "the digital currency landscape is growing very fast, and with over 7,800 cryptocurrencies reportedly available, the possibility that crypto will change the future of currency as we know it is sure."
Lawyer and the Head, Corporate and Legal Services, BHM Group, Omolade Opanuga, gave an analysis of the emerging frontiers in corporate law, and how the pandemic may have revolutionised the manner law is practised in some jurisdictions, "There will be conversations on data privacy being elevated to the level and recognition given to human rights. For practitioners and by extension, the business community, data privacy and its treatment will take centre stage in contracting, compliance, regulations and laws across the world."
"The ball is in the court of the over 7.8 billion humans on earth, strategic government policies, and dedicated corporate bodies intent on doing good," Blossom Deji-Folutile, a writer and Associate Consultant at BHM, wrote on climate change around the world post-COVID and posed questions for the worst-hit nations.

Tunde Aboaba, an Associate Consultant with BHM, shared insights into how money, market and movements intersect, and how  global consciousness will demand that companies "practise what they preach."
In marketing communications, what's the future for 'influencers' as uncertainty persists? Timilehin Adebiyi, Adviser at ID Africa, tells that "brands will continue to work with influencers to communicate messages that are inspirational, genuine and community-driven. Also, niche influencers - micro and nano - will enjoy more patronage due to their high engagement, authenticity, and low-costs."
Read Full Editorial
BHM Group seeks to foster an in-depth understanding of the world’s business, tech, commercial, and communications landscape, with a unique perspective that Africa provides. The series is to be updated bi-annually, in order to serve as a guide to where our world could be five years from now.

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