Nowadays people are skeptical of online vendors, poor customer service is sadly too common, and employees are often underappreciated, showing a little human empathy can make your business stand out. It creates loyalty, drives referrals, and builds a team culture people actually want to be part of.
How Kindness Brings Success in Business
Must Read:What Nigerian Investors Really Look for in The Acquisition of a Small Business
Let’s break down how kindness, though often overlooked, can be a superpower for Nigerian founders and business leaders whether you’re running a growing company or just starting your journey.
1. Kindness Must Start at the Top
If you’re the founder or manager, you’re not just the CEO you’re the culture shaper. Your actions, tone, and even WhatsApp messages set the standard for everyone else.
In Nigeria, many employees are used to “oga-at-the-top” leadership authoritarian, unapproachable, and emotionally distant. But businesses that thrive long-term are usually led by people who listen, empathize, and lead with clarity.
When you:
• Hold regular check-ins (even 15 mins weekly on Zoom or WhatsApp),
• Allow staff to share feedback openly,
• Admit mistakes and communicate decisions transparently,
• Celebrate team wins (even with small airtime or snacks),
You’re not just building morale you’re creating a safe, inclusive space where your team feels seen. That emotional safety fuels creativity, collaboration, and retention.
Let’s be honest, sometimes people leave jobs not because of low pay, but because of toxic environments. When your team knows you’re human, honest, and kind, they’ll stay, grow, and go the extra mile whether you’re a bootstrapped startup or a growing SME.
2. Empower Your Team to Spread Good Energy
When your employees feel respected and appreciated, it reflects in how they treat your customers, your partners, and even your brand on social media.
In any working environment or office, this matters. Goodwill spreads like wildfire. And it starts by recognizing your team’s effort even if it’s a simple shoutout in the group chat or a “Well done” during Monday stand-ups.
Here are affordable ways to boost morale:
• Peer-to-peer shoutouts: Let staff nominate a colleague of the week.
• Monthly rewards: Data bonuses, lunch, or movie tickets.
• Celebrating wins: Did someone close a tough deal? Deliver early? Let the team know.
In Nigeria, where many employees work hard, it’s important to offer flexibility and understanding, not just rules and reprimands. Let kindness show through things like:
• Allowing remote work during fuel scarcity or transport strikes
• Offering time off for personal matters (even if unpaid)
• Checking in on staff mental health, especially during hard economic times
This isn’t “being soft.” It’s smart business. Teams that feel supported give more, stay longer, and represent your brand with pride.
3. Build a Business That Gives Back to the Community
If you want Nigerians to trust your business, show them you care beyond profits.
It’s not always about doing big CSR campaigns like the big banks. Start with your neighbourhood.
Support your local:
• Orphanage, mosque, or church
• Community clean-up
• Public schools or student competitions
• Small vendors in your supply chain
For example, a tech startup in minna can host a free digital skills workshop for secondary school students. A fashion brand in Aba can donate scraps for students in tailoring schools. A food business in Ibadan can give discounts to teachers or nurses.
These actions create emotional connection and loyalty. People are more likely to patronize businesses that feel local, genuine, and kind-hearted.
And for tech founders and fintech players, kindness can also show up in your operations:
• Transparent pricing (no hidden fees)
• Ethical data usage
• Sustainability in how your product impacts the environment
When your values align with your community, your brand sticks in people’s hearts not just their wallets.
4. Kindness Is a Branding Strategy, Not Just a Nice-to-Have
Let’s face it: Sometimes, people don’t always remember what you sold but they always remember how you made them feel.
Did your customer care agent handle their complaint with grace?
Did your delivery guy call to say he’s delayed because of traffic, rather than ghost them?
Did your Instagram DM reply come with empathy or ego?
Kindness in branding can look like:
• Writing captions that uplift instead of shame
• Surprise thank-you notes or discounts for loyal customers
• Owning your mistakes during outages or failed deliveries
These little moments create lasting impressions. Customers become advocates. And in Nigeria, where word-of-mouth drives sales more than SEO ever could, that’s gold.
Think of Nigerian brands you admire, many of them earned loyalty not because of low prices, but because of consistent, human service. People will forgive a delay, but not disrespect.
5. Let Kindness Be the Culture, Not Just a Campaign
You don’t need a special occasion like International Women’s Day to show empathy or support. Build it into your daily habits.
Small acts like:
• Giving junior staff room to speak in meetings
• Checking in on a colleague who’s unusually quiet
• Acknowledging birthdays and life events
• Celebrating small wins
These might feel minor, but they shape how your brand is perceived internally and externally.
And the truth is:people want to associate with brands that feel human. If your business is kind customers will come back. Your staff will stay. And you’ll attract top talent even without the biggest salaries.
Conclusion
In a country where the average person has had one too many bad experiences with vendors, employers, or services being kind makes your business stand out. Not for pity or praise, but for trust, loyalty, and long-term growth.
You don’t need to overhaul your entire operation to make kindness a part of your culture. Start with:
• Speaking honestly and clearly with your team
• Listening more than you command
• Appreciating people publicly and privately
• Showing customers that they’re more than just transactions
Reputation is built moment by moment, choice by choice. And in a society like ours where perception travels faster than facts, kindness is your strongest competitive edge.
So, when you’re pitching to investors, onboarding your next employee, or chatting with a customer, communicate with empathy. Build with care.
That’s how to build a brand people will love, trust, and tell others about.