Connect with us

Features

Iniobong Umoh: Understanding the Nigerian Millennial

Published

 on

dreamstime_m_15794411According to investopedia, a millennial is the name given to the generation born between 1982– 2004. The term “millennial” is used in various fora to discuss and analyze issues relating to this segment of the population.

In Nigeria, a millennial is just a young adult, someone who had reached the adult age in the early 2000’s. By law, the adult age is 18 years. Millennials constitute a huge chunk of Nigeria’s population, and so the online sphere is populated by millennials. They are the most active segment of the online population.

We live in a country where the youths are perpetually regarded as the leaders of tomorrow. Tomorrow never comes for us, hence, our leaders are mostly from the older generation. Millennials love the internet and would kick against anything that seeks to restrict their access to the internet. Just recently, the Nigerian communications commission (Ncc) chaired by an 83 years old man had ordered internet service providers to make an upward review of data prices. This has been met with vehement condemnation by millennials, resulting in a rescinding of the price hike order.

This essay looks set to be a long one, and if it goes beyond one page, it will contravene one of the unwritten laws of the Nigerian millennial class. Nigerian millennials do not like long writeups. An article of more than three paragraphs is considered too long and won’t be read. The millennial processes information in short quick bites and hence the content provider has to figure a way of keeping his message short and at the same time meaningful. A writer writing for the millennial generation has to cut and trim portions of the body of his write up to get the attention of his target audience or else all his effort will end in the reader scrolling past with a shrug while muttering, “too long, didn’t read!”

A member of the older generation interacting with the millennial on the internet would get confused and sometimes would be outraged by the behavior of the Nigerian millennial. He or she would attribute some of the content the millennial puts out online as mere expressions of youthful exuberance that will go away as the millennial ages and maturity sets in.

One thing I have come to realize is that, to understand the millennial, you must imbibe their spirit. You must be interested in what they are interested in.

The active Nigerian millennial online is a huge consumer of the pop culture of his generation. He/she follows celebrities; Hollywood/nollywood stars, musicians, fashion models, sports personalities etc and takes them as role models. The Nigerian millennial is steeped in the group think mentality. He takes the cue from his favorite celebrities and does whatever they do. The fashion trends: the beard gang, trouser sagging, the popular fads: dabbing, mannequin challenge, the sexual active lifestyles: the baby mama concept, the hoes competition and body count accumulation, etc.

He/she speaks the lingua franca of the moment, spicing his conversations and messages with slangs made popular by pop stars like Falz, Phyno, Don Jazzy, Olamide, Tekno, M.i, etc. So listening to a millennial chatting with each other, you would hear lines like; ‘you have joined bad gang’, ‘she is a karashika’, ‘this is not my real face o’, ‘who you epp?’, ‘I am funded’, ‘I get big cassava’, etc.

The millennial is trendy with the latest mobile gadgets, appliances and vehicles. He or she religiously observes the Man crush Monday on facebook and instagram, the Women crush Wednesday and other picture trends.

He or she eats the dishes and snacks that are considered cool and trendy.

When you are developing a material or a product for the millennial class, or you just want them to pay attention to your message, you need to study them. You need to know what type of music they are currently listening to, you need to catch up on the latest celebrity gossip and trends and find a way of incorporating this information into the product you are offering to them, only then would your message/product/service resonate with the largest demographic on the internet.

Not all Nigeria millennials are into the pop culture lifestyle. There are millions of them who are thought leaders and innovators; Young men and women who have blazed a trail for themselves in various areas of human endeavour using creative technologies to excel in business, art and culture, science etc. There is room for expansion of this category.

The Nigerian millennial is unhappy with the older generation. The millennial holds them responsible for destroying the country. Politics and governance does not appeal to the millennial. By my calculation, about 65% of young Nigerians have no interest in “that their thing”- the derisive use when referring to politics and politicians. They do not give a hoot about who governs them and how they are governed. But ironically the major decisions that affect the quality of life of the millennial are being made by the leaders.

That is why state governors can borrow billions of naira every other month mortgaging the future of the millennial and his/her unborn generation, without any show of concern by the millennial. As long as the activities of the leader does not directly interfere with or affect their regular lifestyle, they are okay with their grandfathers contesting and winning political offices every election cycle. But when the policy of the government directly affects the millennial’s lifestyle, he/she would be forced to voice his/her anger as seen in the case of the data price hike. However I must add that with the high rate of penetration of the internet and the emergence of young political opinion leaders on the scene, many Nigerian millennials are gradually showing more than a passing interest in the politics of their country.

While the Millennial may not be all cozy and lovey-dovey with his political leaders, he is in bed with his religious leaders.

The religious leader wields great influence on the millennial, both in the Islamic faith where the words of the Sheikh and imam is law and the Christian faith most especially the Nigerian Pentecostalism movement where the head of the different churches are fondly referred to as Papa and mama and also as Daddy and mummy. These pastors, bishops, reverends, evangelists etc sometimes are feared and respected more than the parents of the millennial. Their word is law and the millennial’s thought patterns and lifestyle are built and wrapped upon the teachings and philosophy of his Spiritual leader. In extreme cases the millennial changes his identity and takes up the identity of the Papa/mama, physically dressing and talking like them.

Members of the older generation are alienated from the millennials and sometimes refer to them as morally deficient materialistic individuals living life on the fast lane, losing values and engaging in philistinism. The older generation fails to realize that they are a mirror reflection of all what is wrong with the millennial class. If Nigeria had not been brought to her knees by corrupt members of the older generation, the millennial would have been assured of a decent life. But he or she can now only listen to the tale of the good old days by grandpa and grandma to get a mental picture of how decent and comfortable life used to be in Nigeria in yesteryears.

So to take his mind off the problems of Nigeria, the millennial goes the way of entertainment; Listening to music and analyzing Kanye West’s latest rant. He watches football matches. The millennial is a diehard supporter of European league football teams and talks endlessly about his favorite clubside.

The millennial loves to laugh a lot. He shares the latest jokes on all his social media pages.

If you are a millennial and you are still reading this piece then you are probably an intellectual because 70% of Nigerian millennials do not have the patience to read up to this point. Many would have skipped this post and moved on to the next post. The Nigerian Millennial class with all their attendant vices and virtues are a vital segment of the population that would determine the future of this country.

Photo Credit: Dreamstime

Iniobong Umoh is a multi-contextual writer, story teller and brand content creator. He writes with a touch of humour, satire and reality.Email: [email protected] IG: @ini_leroi Twitter: @iniobong_

24 Comments

  1. TeeS

    December 9, 2016 at 4:33 pm

    Ahhhhh! I made it to the end! One millennial down! ??

    • Mhithi jespersen

      November 24, 2017 at 1:50 pm

      Lol, you are still one… There’s a constant to that, you ain’t escaping it…

  2. Marlvina

    December 9, 2016 at 5:05 pm

    Lol. Same here. I found it rather interesting though to read, till I got to the end. Everything pointed out is ryt on point.

  3. Hey

    December 9, 2016 at 5:50 pm

    Great post. Another millennial BTW.

    Personally I think we influenced the last election and ought to take it one step further come ’19 by running for public offices. i.e. we need to keep trying till we get it right and get this country out of hell.

    • TeeS

      December 9, 2016 at 6:04 pm

      I totally agree. But will “they” let us run for office? The plans I have for moving back to Nigeria are plenty. But without a system that works…..it’s looking like a long thing !
      God dey

    • Iniobong Umoh

      December 11, 2016 at 8:39 pm

      Hey, running for public office can only be done if the constitutional age limit is reduced. We need to push for amendment of the section of the constitution that limits young people from running for certain influential public offices.

  4. Engoz

    December 9, 2016 at 6:20 pm

    “…you are probably an intellectual because 70% of Nigerian millennials do not have the patience…”

    This made me chuckle. I understand where you are coming from but I find the word intellectual too big a word to brand anyone who finishes reading this. I fear that the educated illiterate may begin to have chips on their shoulders just because they have the formal education to read this far. A good way to spot an educated illiterate is when a controversial figure writes an article. She/he attacks the personal character of the author without presenting a cogent argument for/against the message within the article. Nevertheless, I don’t know if you have data to prove the 70% figure. If you do not, try to stay clear of using figures you can’t prove in your write up. You give people room to attack your argument. If you however have the data, ignore the aforementioned ‘unsolicited’ advice. lol. But I do understand where you are coming from.

    • Iniobong Umoh

      December 11, 2016 at 8:43 pm

      @Engoz thanks for the observation. On second thoughts, i think i I should used the phrase “intellectually inclined” and i should have added that the 70% statistic is from my personal research.

    • Mhithi jespersen

      November 24, 2017 at 1:58 pm

      I think not, no one needs proff tho.. His facts followed through as we engaged, taking it from the surface would be better because indepth requires understanding of the said articles, I might not want to engage in arguments using cogent contents or so. where we have much opinions differs in this case. I think the writer is valid in this case. Thanks.

  5. Mahka

    December 9, 2016 at 7:55 pm

    Whew! That was a tad bit long but interesting enough so I made it to the end.
    You really captured all traits of the Nigerian millennial generation. My only worry I fear is that our set of millennial will have to carry on these bad experiences down to the next generation.
    At mid twenties, I have never experienced great amenities, good governance or quality living unlike our older generation who have semi great past stories to compare this present with. Such a shame cos this is all we know n thats all we can tell of.

    Again Ini do you feel this millennial are beginning to abandon the sciences leaning more towards the arts…

    • Iniobong Umoh

      December 11, 2016 at 8:49 pm

      @Mahka yeah, in the quest for quick money and “hammering”, Nigerian millenials are abandoning the sciences for the arts. Every body now wants to be a musician, an actor, actress, comedian etc, because that is where they think the big money is. If you look around, all the talent shows sponsored by the big corporate firms and brands are music and dancing talent shows. So you have young people who would have been great doctors, engineers, pharmacists, inventors, etc abandoning these fields and rushing into the arts, hoping to become the next national superstars and celebrities.

    • Mhithi jespersen

      November 24, 2017 at 2:00 pm

      I think we only have one option here tho… Let the opportuned ones make great an effort to curb the differences between these two different people.. So it rests on your hands too….

  6. Lacey

    December 9, 2016 at 8:44 pm

    I love ❤️ this article! The only warning I have for the corrupt leaders be it politically and other wise! The day the millennial will rise against these wicked leaders that have mortgaged their future is very close! I am not a millennial, but I think this is an excellent piece which is deep and clearly defines the characteristics of millennials in Nigeria!!!

    • Iniobong Umoh

      December 11, 2016 at 8:52 pm

      Thank you Lacey. The day young people in this country rise up against the oppressive status quo would be a remarkable one indeed

  7. Debutante

    December 9, 2016 at 9:13 pm

    The millennial are now going to give birth in the abroad because they don’t want to tell their children stories that touch. ..

    • Iniobong Umoh

      December 11, 2016 at 8:53 pm

      Debutante this is sad 🙁

  8. EE

    December 9, 2016 at 11:04 pm

    I find articles like this irritating. In my view, to understand any group, address them as individuals!

    Analyses based on class, religion, culture e.t.c, even those beat the broad-brush attempt you have used. For starters, you need to understand, not all millennials are equal, are the life experiences of a DJ Cuppy the same as that her Nigerian age-mate already with 2 children, will their motivations, tastes, aspirations be the same???

    What you’ve done is assume the crowd you hang with is representative of the Nigerian youth, easy enough to figure out, how many Nigerians ages 34-12, know of the term or even identify themselves as millennials?

    • A Real Nigerian

      December 9, 2016 at 11:22 pm

      “So to take his mind off the problems of Nigeria, the millennial goes the way of entertainment; Listening to music and analyzing Kanye West’s latest rant. He watches football matches. The millennial is a diehard supporter of European league football teams and talks endlessly about his favorite clubside.”

      I find his premise and the above excerpt laughable. As if millenials in other nations who have relatively lesser problems don’t listen to rap or watch the Champions League.

    • Iniobong Umoh

      December 11, 2016 at 9:01 pm

      @A Real Nigerian lol, maybe you are misinterpreting the article

    • Iniobong Umoh

      December 11, 2016 at 8:59 pm

      @EE you are entitled to your opinion. How do you use an individualistic approach to address a group? There are always exceptions like the example of Dj cupid that you have cited but the underlying fact is that these characteristics generally defines the young people living in today’s Nigeria.

    • Banji Cole

      December 3, 2017 at 8:44 pm

      People don’t need to identify themselves as a group in order for the definition of the group to be valid.

      You may disagree with the views expressed however it is one of the most straightforward and accurate published online in a long time. Plus it doesn’t paint a glamorous picture of what is…it tells it like it is.

  9. Iniobong Umoh

    December 11, 2016 at 8:37 pm

    Thank you Marlvina

  10. Tomi Wale

    January 30, 2017 at 3:27 pm

    Nice one!! Please see the Nigerian Millennia Report (2016) here: getupinc.com/the-nigerian-millennial/

    The 2017 edition will b launched soon

    • Banji Cole

      December 3, 2017 at 8:45 pm

      Hi Tomi,

      Signed up for the report but it never came through.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Cabo Verde Airlines launches Flights to Beautiful Visa-Free Cape Verde

Star Features

Advertisement
css.php