By Oluwayeni Odifa
Yoruba people are among Africa’s most educated and creative minds, but our infrastructure for mutual upliftment is weak. A recurring pattern in Yoruba society points to an overemphasis on individual brilliance without collective alignment. We are a galaxy of shining stars, each dazzling on its own, yet we lack the unified force seen in other ethnic groups who uplift themselves through structured support and tight cooperation. Everyone chases personal success, neglecting foundational systems for generational power. This is not always the case, of course, but the hyper individualism issue exists, sometimes loudly.
The Myth of Tribalism
There is profound wisdom in ethnic intelligence. It’s about channeling intelligence to forge structures of power that truly benefit your people. Consider the Scots, Welsh, or the Irish: their support for their own is viewed as a fundamental act of supporting local economies and preserving culture, a hallmark of a thriving society. The Yoruba people must relearn this crucial mindset for ethnic cooperation in Nigeria.
Group survival, economic alignment, and cultural protection demand a fundamental shift in thinking. This is from how you organize what you know around kinship, identity, and survival. That is building native intelligence.
Often, any talk about Yoruba unity or self-promotion is met with accusations of tribalism. Ironically, many of those pointing fingers belong to groups that have, for decades, practiced ethnic solidarity. That same respect should be extended to the Yoruba. Promoting unity through self-support is commendable. It is not a declaration of superiority but an affirmation of dignity and identity. Yoruba people must shake off the shame of being labeled “tribalistic” for simply loving their own.
No one bats an eye when a Japanese buys a Toyota, or a Jewish family supports a Jewish-owned brand; that’s seen as cultural loyalty. Yoruba people, however, will often downplay or overlook Yoruba-owned products in favor of foreign brands or other local alternatives. If you’ll buy from others, at least buy from your own first.
The reason Lebanese, Indians, and Chinese communities in Nigeria thrive economically is that they pool their resources. They patronize each other. They prioritize hiring within. They have systems for loans, trade, and growth. This is how wealth is built and retained. The money that circulates within a community stays to develop that community. Culture builds identity. Identity builds pride. Pride builds power.
Economic Power Requires Ethnic Loyalty
Yoruba economic power lies also with our Yoruba small business owners, skilled artisans, market women, designers, and food vendors. These “mom and pop” shops reflect our entrepreneurial spirit, yet they’re often vulnerable due to a glaring lack of collective vision. Supporting Yoruba-owned businesses must become a core principle, with intentional efforts to build the local economy and circulate wealth within the community.
This also includes large, impactful Yoruba businesses and companies across various sectors. Firms like Adron Homes (real estate and property development) exemplify vast Yoruba potential, alongside leading manufacturers such as Honeywell Flour Mills (products: flour, noodles, semolina) and Nord Automobiles (vehicles like SUVs, buses, trucks). Consider, for instance, these additional examples:
Food & Agro-Processing: Yinka Oba Foam Industries Ltd (foam mattresses, furniture materials)
Oil & Lubricants: BOVAS Group (petroleum products, lubricants)
Furniture & Interiors: IO Furniture (custom furniture, interior design manufacturing)
Garments & Apparel: Ruff ‘n’ Tumble (children’s clothing), Sam & Sara Garments Ltd (uniforms, security/military clothing, corporate wear)
Their success reflects the scale of Yoruba potential when supported and celebrated, forming part of a larger Yoruba culture of intentional loyalty.
The Cost of Individualism
Too many Yoruba people are comfortable looking out only for themselves. We’ve lionized self-reliance, inadvertently losing the instinct to build as a unified people. Meanwhile, other groups work together, fund each other, and strategically carve out territory in every industry. This highlights the Yoruba communalism decline and the Yoruba solidarity challenges we face. The disconnect between individual success vs. group progress Yoruba is a significant concern.
Our drive for strategic alignment isn’t about ethnic purity or exclusion. Working with others is a normal part of human existence, but your foundation must be unshakeable. Yoruba must invest in Yoruba. That encompasses everything: Yoruba media representation, entertainment, shows, pageants, job opportunities, tech, manufacturing, distribution—everything.
Call Out the Gatekeeping and Combatting Anti-Yoruba Hate
It falls squarely on Yoruba people to question and expose gatekeeping on national platforms like MBGN or BBNaija. When one group consistently dominates and another or others are sidelined, such patterns clearly indicate systemic issues behind the scene. Representation signifies access, and access is power. If Yoruba people stay quiet under the misguided guise of civility, we’ll continue to lose cultural space. This touches upon vital Yoruba cultural preservation strategies.
Beyond gatekeeping, we must proactively address the insidious rise of anti-Yoruba sentiment online and in real life. Silence isn’t an option when our identity, culture, and progress are under attack. We need robust mechanisms for reporting, confronting, and educating against misinformation and prejudice. This means online monitoring teams, accessible channels for reporting discrimination, and empowering our community to speak out. We must stand together to debunk hate, while amplifying positive narratives, ensuring bigotry against the Yoruba is met with unified resistance. Our collective voice is a powerful deterrent.
How the Yoruba Can Build Together
The era of the individualistic community must end. Networks and robust structures are needed with “we” in mind, not “I’s.” We need to actively choose Yoruba in business, media, hiring, public support, and private loyalty. This path leads to genuine Yoruba community development.
It’s the duty of every Yoruba person to not only build but to protect what is ours. This includes defending our culture, our businesses, and our representation. This duty begins with our mindset and continues with our money, our voice, and our action, aimed at strengthening Yoruba identity and building Yoruba power.
If we want Yoruba children in the future to inherit true power, not just individual trophies, then we must begin building Yoruba-centered ecosystems today. It’s time to build together, for each other. What one step will you take this week to support a Yoruba-owned business or initiative, or to stand against anti-Yoruba sentiment?
