We’re not just running an award—we’re shaping a culture of accountability – Akonte

Consumer Value Award, CVA is a market-determined award to brands, government institutions and individuals. It is organized by BrandXchange . In this interview, Akonte Ekine explains further on the concept and process of the award. Daniel Obi brings the excerpts:

What inspired the Consumers Value Awards?

The idea came from a simple observation of the market, personal experience of brands every day. I have attended award programmes and seen that decisions on the qualifiers for the awards were reached in the boardrooms. We decided to change the process. We came up with the Consumers Value Awards, which are decided by the people who actually use the products and services.

How do you define “consumer value”?

Consumer value goes beyond price. It’s about reliability, respect, responsiveness and consistency of experience. In today’s economy, consumers are not just asking “Is it affordable?” They’re asking “Is it worth it?”

Are consumers getting fair value today?

There are pockets of excellence—but also clear gaps. In many cases, consumers have had to adjust their expectations downward, and that’s a concern. What we’re trying to do is reverse that trend by spotlighting brands that are getting it right.

What makes this award different?

Firstly, it is 100% consumer-driven—from nomination to voting. Secondly, it includes both private brands and public institutions. That combination makes it not an award, but a national feedback mechanism.

How do you ensure credibility and transparency?

Credibility is everything for us. We’ve built a process that is open to public participation, structured to prevent manipulation and guided by clear methodology. Every nomination and vote is a data point reflecting consumer sentiment.

Why include public institutions (Citizens Scorecard)?

Consumers are citizens, and they interact with government services just as much as they interact with brands and sometimes even more. If we can evaluate private sector performance, we should also evaluate public service delivery.

What kind of response have you seen so far?

The response has been encouraging, we’re seeing strong engagement across key sectors, consumers sharing real experiences and interesting patterns emerging early It shows that people are ready to speak—they just need the right platform.

Can this initiative really influence brands?

Well, that’s absolutely one of the very things we set out to achieve, and I know that bands pay attention to perception, reputation, and recognition. When consumers collectively signal what matters, brands respond—because their growth depends on it.

What message does this send to brands?

The message is simple: consumers are watching, and they are now organised; it’s an opportunity for brands to listen more closely and engage more intentionally.

What happens after nominations?

We shortlist based on consumer entries and open up voting. Each stage is designed to deepen consumer participation.

What is your long-term vision for this initiative?

The vision is to build a culture where consumers are heard, brands are accountable, and service excellence is consistently rewarded. Over time, we want this to become a benchmark for trust and performance.