Innovation serves as the foundation for invention. However, mere invention, devoid of proper commercialization, falls short in fostering rapid economic growth and its sustainability. Therefore, to foster invention, one must cultivate innovation, which, in turn, relies on creativity. Throughout this process, culture, encompassing norms, values, and traditions related to innovation, creativity, and commercialization, becomes indispensable for achieving sustained economic growth that leaves no one behind.
This analogy underscores the importance of vigilance among Nigerians across various levels of governance, business, and community, in guarding against cultural elements that hinder their capacity for innovation and creativity. Several years ago, Professor Geert Hofstede developed a cultural framework that illustrates how people in various countries, including Nigeria, manifest their cultural norms, values, and traditions in the workplace. Professor Hofstede posits that this framework reflects the national culture of the studied countries.
Collectivism is deeply ingrained in Nigeria’s cultural fabric. Families and communities hold an unbreakable bond, with the collective good often taking precedence over individual desires. However, within this communal spirit lies the potential for innovation. Nigerian families and communities increasingly recognize the significance of education and entrepreneurship in a rapidly globalizing world, nurturing a new generation of individuals eager to make their mark.
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Masculinity prevails in Nigerian culture, emphasizing qualities such as assertiveness, competition, and success. While traditional gender roles have played a significant role, the country is experiencing a transformative shift toward greater gender equality. Women are assuming leadership roles in politics and business, contributing to a more diverse and innovative society.
Historically, Nigeria has taken a moderate approach to uncertainty avoidance. While some tolerance for ambiguity exists, there is a preference for clear rules and structured situations. However, in the era of technological advancements and a burgeoning appetite for innovation, Nigerian entrepreneurs and startups are challenging established norms, embracing risk, and pushing the boundaries of what’s possible.
Long-term orientation has not been a dominant trait in Nigeria, with traditions and immediate goals often taking precedence. However, as the country aspires to economic growth and development, there is a growing recognition of the need for long-term thinking. Innovation and sustainable practices are increasingly integral to Nigeria’s vision for the future.
Nigeria’s higher score on indulgence signifies a relaxed attitude toward enjoying life and seeking pleasure. This openness to gratification can fuel creativity and innovation. Nigerians’ ability to celebrate diversity and adapt to changing circumstances fosters an environment conducive to innovation.
Nigeria’s journey toward innovation is not without its challenges, including infrastructure limitations and economic disparities. Nevertheless, the cultural landscape is evolving. Nigeria is a country that embraces its rich cultural heritage while harnessing the spirit of innovation to address contemporary challenges. The fusion of tradition and innovation is shaping a dynamic and promising future for this diverse nation.
Previous analyses by various scholars have demonstrated that national culture has a positive impact on innovation rates. The most conducive conditions for stimulating innovation occur when there is minimal power distance, a high degree of individualism, feminine attributes, a low aversion to uncertainty, a long-term orientation, and a higher level of indulgence.
In our own experience, as illustrated in the figure, culture significantly influenced levels of innovation and creative outputs in Nigeria between 2013 and 2022. During this period, culture was associated with innovation, implying that a one-unit change in culture translated to over 28% of Nigerians, particularly businesses, becoming more innovative.
However, when we analyzed its connection to creative outputs, as measured by the World Intellectual Property Organization in its Global Innovation Index, we found that only 5.3% of the cultural dimensions (including power distance, individualism, collectivism, uncertainty avoidance, indulgence, long-term orientation, short-term orientation, and masculinity) were linked to knowledge creation, dissemination, and impact.
In our observations, we discovered that only 5.3% and 0.3% of culture influenced the levels of innovation and creative outputs between 2013 and 2022. This suggests that Nigerians and businesses were influenced by the negative aspects of Professor Geert’s formulated dimensions, which affected their attitudes and behaviors towards innovation and creativity during that period. In other words, their ability to absorb innovative and creative knowledge, as well as skills, was limited. Consequently, they struggled to develop sustained innovative outputs, failed to create and disseminate impactful knowledge, and generate intangible assets, creative products, and services, whether online or in physical stores.
Source: Global Innovation Index, 2023; Geert Hofstede, 2023; Opolo Global Innovation Analysis, 2023
Beyond the data, it is imperative for ecosystem players to leverage on some cultural advantages for innovation in the country. First, innovation hubs keen on skilling up the youths could take the advantage of the collectivistic culture for collaboration, partnership and sponsorship. This enriches the innovation landscape making indigenous organizations and township associations a strong part of the innovation stakeholders.
Second, the masculine and patriarchal nature is reflected in the composition of the innovation sector which is currently men dominated. For a more inclusive and feminine-sensitive innovation ecosystem, there is a need for more deliberate balanced education and knowledge system that caters for the low presence of women in tech and innovation landscape. This would address prevailing poverty among women. It would also contribute to quality education. Therefore, government agencies, civil societies and other innovation-focused organizations should pay more attention to bridging this gender gap.
Third, there is an increasing confidence among the youth to take more risks leveraging technology, as against the culture of being risk averse prevalent in the country. To unleash this newly found creative and innovative energies of young Nigerians, policy, funding and other support mechanism should be strengthened for entrepreneurs and startups. One of such avenues is the Nigerian Startup Act. The Act is meant to provide a coordinated support system for the tech and innovation ecosystem. A good feature of the Act is its adaptability for the use of sub-national governments. One year after it was signed to law, the NSA is yet to be adopted on higher scale. The Ministries of Science, Technology and Innovation as well as that of Communication, Innovation and Digital Economy need to close ranks and collaborate for innovation to foster in the country.
Fourth, long term planning and goal setting has to be taken with all seriousness. Measurable goals should be set to benchmark achievements of goals in technology and innovation in the country. We have seen this come to play in the reports shared to the public by the Ministry of Communication, Innovation and Digital Economy with the 1Million Co-Creation of Tech Talents in Nigeria as well as the Strategy document for the ministry. It is hiped this would be a common culture among government agencies in the innovation ecosystem.
Fifth, the country must address infrastructural limitations which prevent the percolation of innovation to the rural areas. Doing this would enable the country to make use of her rich traditional culture and heritage spread all over its 774 local government areas. Using innovation and digital technologies, the country can rake in a lot of money through virtual tourism. People, all over the world, are ready to part with personal resources to see the cultural beauty of the Giant of Africa. This could only happen only if we are ready to invest in digital infrastructure.
In wrapping up this piece, it is critical to say that national culture has a lot of implications on the spread of innovation in any country. It is therefore imperative for Nigeria to plug the cultural gaps and leverage on cultural advantages to not only spread innovation but prosperity that comes with it.