A new report from the Lagos Business School and the National Institute of Marketing of Nigeria (NIMN) reveals that brand loyalty among Nigerian consumers is rapidly declining. Contrary to popular belief, the primary driver of this disloyalty is poor customer experience—such as ignored feedback and slow service—rather than price alone. The study, which surveyed over 300 brands and consumers across the country, warns that businesses failing to adapt their engagement strategies and prioritize regional customer needs risk closure in the coming years. Experts advise marketers to move beyond traditional tactics and better leverage influencers and community leaders to maintain relevance in a tightening economy.