Cultural Intelligence: The Missing Link in Nigeria-Finland Trade Relations
The Ambassador of Finland to Nigeria, Sanna Selin, has identified cultural intelligence as the critical factor that could unlock the full potential of trade between both nations. This significant statement was made during the CultureFactor 2025 conference held in Lagos on 10 November 2025.
Why Culture Matters in Global Business
Ambassador Selin, represented by Bankole Oloruntoba, Chief Executive Officer of the Nigeria Climate Innovation Centre (NCIC), described culture as a powerful strategic asset that directly influences collaboration, innovation, and sustainable global partnerships. "Finland has long recognised that culture is not merely a backdrop to business but a decisive factor in how societies interpret information, build relationships, and set organisational goals," she emphasized.
The envoy stressed that in today's interconnected global economy, understanding and respecting cultural nuances has become essential for meaningful international collaboration. "For Finland to achieve sustainable success around the world, it is important that we understand each other's cultures," Selin noted during her address at the conference organized by The CultureFactor group.
Nigeria's Market Potential and Cultural Barriers
Despite geographical distance, Selin acknowledged Nigeria as a key trade partner for Finland, highlighting the country's dynamic markets and young, diverse population that continues to attract Finnish companies. However, she pointed out a significant challenge: many Finnish business professionals have limited knowledge about Nigerian culture or business norms, creating barriers to market entry.
The ambassador cited CultureFactor, a Finnish enterprise specializing in cultural intelligence, as a success story worth emulating. The company has demonstrated remarkable expansion across Africa since establishing its Lagos office in 2019, proving the commercial value of cultural understanding.
Technology's Role in Bridging Cultural Gaps
Selin also highlighted how emerging technologies are transforming organizational culture and facilitating cross-border business. She specifically mentioned how Artificial Intelligence (AI) and Information Communication Technology (ICT) are enhancing communication and breaking down language barriers between international partners.
The conference, themed "Culture and Technology: Blueprints for Future-Ready Organisation," focused on developing practical roadmaps for creating sustainable and highly effective organizations in both public and private sectors. This aligns with Finland's approach to international business, where cultural intelligence serves as the foundation for long-term, mutually beneficial partnerships.
As global business landscapes evolve, the message from Finland's diplomatic corps is clear: success in international trade requires more than financial investment—it demands cultural investment. For Finnish companies looking to thrive in Nigeria's vibrant market, understanding local customs, business practices, and social norms may well be their most valuable competitive advantage.
