In this episode of Driving Influence, Avenue Z’s EVP of Global Brand Strategy Nneka Etoniru joins longtime colleague and NYU professor Dr. Olajumoke (Jumo) Ayandele to explore how global power, culture, and communication are constantly shifting.
Fresh off the UN General Assembly and a year of renewed focus on Africa’s growing role on the world stage, the two revisit a recent conversation with Nigeria’s Minister of Foreign Affairs about the nation’s evolving foreign policy. Dr. Jumo outlines the “Four D’s” shaping Nigeria’s strategy: Democracy, Demographics, Diaspora, and Development, and how each contributes to the country’s efforts to take ownership of its global narrative.
The conversation dives into the influence of the Nigerian diaspora and the cultural reach of Afrobeats, Nollywood, and Lagos Fashion Week. Dr. Jumo explains that the diaspora’s impact extends far beyond remittances. It plays a central role in reshaping perceptions, driving foreign investment, and positioning Africa as a global creative and economic force.
They also discuss the imbalance in how Western nations engage with conflicts around the world, contrasting the responses to crises in Ukraine and those in Africa. This disparity, paired with China’s increasing investment in African nations, is inspiring a wave of new partnerships built on collaboration and opportunity rather than aid. As Dr. Jumo notes, influence today is about owning your story, investing in your people, and rejecting outdated narratives about the Global South.
Later, the conversation turns to higher education and civic engagement. Dr. Jumo shares how NYU prepared for U.S. elections by encouraging civic participation and supporting inclusive dialogue on campus. She emphasizes that universities have a responsibility to lead with empathy, use digital tools to motivate voter registration, and create spaces for open and informed discussion.
The takeaway is clear: whether shaping a nation’s reputation or navigating tense cultural moments, storytelling, intentional communication, and cultural fluency are more critical than ever.
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