Identifying the Real People

A Case Study of the Statement by Nigeria's First Lady, Senator Oluremi Tinubu.

By Yohanna Sunday Atiku

1 July,  2026.

Recently, Nigeria's First Lady, Senator Oluremi Tinubu, encouraged Nigerians, particularly young people, to consider small businesses such as selling akara, roasted corn, and kulikuli.

Her statement quickly attracted criticism on social media. Many people mocked it, while content creators used it to produce humorous content. Some also argued that it reflected a lack of meaningful economic solutions.

This article is not about defending or condemning her statement. Rather, it seeks to identify the people the message was most likely intended for.

One of the basic principles of communication is audience identification. Every message has a target audience, criticizing it negatively without identifying its intended beneficiaries can lead to a wrong conclusion.

Her advice does not mean that someone already running a successful business should abandon it to start selling akara, roasted corn, or kulikuli.

Many of those criticizing the statement may not even be the people it was meant to reach. Some already have stable incomes and can comfortably provide for themselves and their families.

The message appears to be directed at ordinary Nigerians—the unemployed, low-income earners, and young people looking for a way to earn an honest living.

Starting with a small business does not mean you will remain there forever. 

Many successful entrepreneurs began with little capital. Growth comes through consistency, discipline, and proper management of profits.

Nigeria has a wide gap between the rich and the poor. While this challenge did not begin today, encouraging people with little or no capital to start small businesses can be a practical step toward self-reliance.

If you are financially comfortable, the statement may not apply to you. However, that does not change the fact that many Nigerians can still benefit from starting with small businesses such as selling akara, roasted corn, or kulikuli, etc.

Rather than viewing the statement as an insult, it may be more helpful to see it as advice for people who simply need a starting point.

Not every message is meant for everyone. In this case, the "real people" are Nigerians with little or no startup capital who are looking for a legitimate opportunity to begin. Every successful business has a starting point, and no honest means of earning a living should be underestimated.