Leveraging Gen Z, the True Architects of Nigeria’s Detty December
By Nosa Iyamu, Chief Executive Officer, IVI PR
It might seem premature to initiate discussions about December’s festivities, but considering last year’s monumental success—which analysts estimate generated over $71.6 million in revenue for just Lagos’s tourism, hospitality, and entertainment sectors—brands that have not yet launched their campaigns to capture this economic and cultural momentum are potentially lagging behind.
Detty December, the legendary end-of-year festive season spanning mid-December to early January, is a major cultural and economic phenomenon. It marks a significant time for both locals and the diaspora, often dubbed the “I Just Got Backs” (IJGBs), who return for family reunions, cultural reconnection, and a season of non-stop fun, luxury, and celebration. This invariably leads to massive spikes in local spending and provides substantial economic stimulus.
Far more than just a calendar event, Detty December has evolved into an economic powerhouse and a powerful cultural catalyst. The single most important demographic driving this transformation is Generation Z (Gen Z). This digitally-native cohort—comprising local youth and the diaspora IJGBs—does not merely participate in the season; they actively design the culture, dictate spending patterns, and amplify the global buzz. For brands aiming to capture relevance, revenue, and sustained market share, strategically leveraging this generation is the essential pathway to owning the moment.
Nigerian Gen Z are proven global trendsetters. Their ingenuity and creativity are constantly reshaping multiple sectors, including music, entertainment, hospitality, the creative economy, fashion, visual arts, and tech-driven entrepreneurship. They are the top catalysts instrumental in effectively repackaging the traditional holiday season into a high-octane celebration that powerfully portrays Nigerian excellence, creativity, and resilience to the world.
Detty December has, in effect, become Nigeria’s premier version of experiential tourism. The surge in visitor spending—on exclusive events, premium hospitality, high fashion, and luxury goods—injects billions of Naira into the economy. Gen Z, with their “balling” mentality and intrinsic Fear of Missing Out (FOMO), are the primary consumers of these high-ticket experiences. They are willing to invest significantly to create sharable, high-quality memories that validate their hustle and elevate their social standing.private party for volunteers. This successfully combines fun with environmental responsibility, directly resonating with the younger consumer’s value-driven decision-making process.
The investment in Detty December must not be viewed as a seasonal, short-term expense but rather as a crucial, long-term cultural investment. By co-sponsoring the biggest concerts, facilitating community-focused creative activities, and celebrating Nigerian fashion and art, brands successfully transition into being cultural connectors. They move from merely being a product on the shelf to becoming a vital, celebrated part of the Nigerian youth’s most anticipated moment of the entire year. In the modern age of authenticity, strategically leveraging Gen Z—the true architects of the Detty December vibe—is the definitive brand strategy for achieving and maintaining enduring relevance.