QNET has announced plans to reposition its public image and set a fresh strategic direction for 2026, with renewed focus on ethical direct selling, regulatory compliance, consumer protection and product innovation in Nigeria and across Sub-Saharan Africa.
The company, which operates in the direct-selling and wellness products space, disclosed this during a media webinar themed “Setting the Narrative for the Year Ahead”, hosted in collaboration with Transblue on Thursday, virtually.
The session, held between 11:00am and 12:30pm, brought together journalists and QNET executives to discuss priorities for the new year, with emphasis on rebuilding trust, correcting misconceptions about the company’s business model and strengthening engagement with the media, regulators and consumers.
During the session, QNET’s national and regional executives outlined the company’s strategy and direction for 2026, stressing the need for clarity, transparency and consistent engagement in shaping public understanding of its operations.
Speaking at the webinar, the General Manager, QNET Nigeria, Ayokunmi Solesi, said the company had deliberately chosen to move away from being reactive to controversies and instead focus on owning its narrative through clearer communication and sustained engagement.
“For us, narratives don’t shape themselves. They are shaped by clarity, they are shaped by facts, and they are shaped by consistent engagement,” Solesi said.
He explained that in 2025, QNET shifted its messaging from what he described as “noise to facts” and from “misunderstanding to clarity,” with greater emphasis on ethical entrepreneurship, regulation, consumer protection and the relevance of direct selling to Africa’s economy.
According to him, the company’s 2026 strategy would be driven by three core pillars: entrepreneurship, compliance and consumer protection, and product innovation.
On entrepreneurship, Solesi said ethical direct selling, when done transparently and responsibly, could create economic opportunities, particularly in markets where traditional employment opportunities were limited.
“At QNET, we believe ethical direct selling creates economic opportunity, especially in markets where traditional employment is limited. When done responsibly, it empowers individuals to build skills, create micro-enterprises and participate meaningfully in the economy,” he said.
On compliance and consumer protection, he stressed that QNET operated within regulatory frameworks and maintained zero tolerance for brand misuse, fake job offers and fraudulent activities carried out in its name.
“Let me be very clear about this: QNET operates within regulatory frameworks. We have zero tolerance for brand misuse, fake job offers or fraudulent activities,” Solesi said, adding that the company would continue to collaborate with regulators, law enforcement agencies and the media to protect consumers and safeguard its brand.
He added that QNET would also intensify consumer education efforts to help the public better understand the company’s business model, its products and what they could realistically be used for, in order to reduce misinformation and prevent abuse of the brand’s name by fraudsters.
On product innovation, Solesi said consumers were becoming more informed and more conscious, adding that QNET remained committed to science-backed, high-quality wellness products designed to address real everyday needs rather than products driven by hype.
“Innovation for us is not about hype. It’s about improving quality of life in a responsible way,” he said.
He also described Nigeria as a strategic market for QNET in Africa, saying the company would in 2026 focus on deepening understanding of ethical direct selling, strengthening engagement with regulators, educating consumers and reinforcing transparency, with clarity leading the conversation rather than misconception.
Also speaking, the Deputy Regional General Manager, QNET Sub-Saharan Africa, Cherif Abdoulaye, said the company’s engagement with the media in 2025 had helped shape more accurate narratives about its operations, address misconceptions and strengthen public understanding of its business model.
“As we reflect on 2025 and take a step back to review our media engagement, I was really struck by how much we have accomplished together—shaping more informative narratives about QNET, addressing misconceptions, and strengthening public understanding of our business,” Abdoulaye said.
He noted that the progress recorded over the past year was largely driven by collaboration with media partners, whom he described as critical in shaping public perception of the brand.
According to him, QNET’s focus in 2026 would be on delivering consistent value through products that support everyday wellbeing, expanding strategic partnerships and maintaining transparent engagement with stakeholders across the region.
“Our team is energized every day. This captures how we aim to deliver value consistently through our products that support everyday well-being and through opportunities that empower entrepreneurship across Sub-Saharan Africa, alongside transparent engagement that builds trust with stakeholders,” he said.
Abdoulaye added that QNET remained committed to innovation and responsible entrepreneurship, stressing that narratives about the company should be shaped not only by its activities, but also by how well those activities were understood by the public.
“To our media partners, your role in shaping public understanding is essential. Accurate reporting of our products, practices and priorities helps ensure that conversations around wellness, entrepreneurship and compliance are based on facts, not assumptions,” he added.
On his part, the Regional Legal Counsel of QNET, Kwasi Danso, said compliance remained high on the company’s agenda, explaining that QNET had internal structures, including a compliance arm, to audit distributors and team offices to ensure adherence to its policies and standards.
“Beyond legal compliance such as tax and registration, we also take internal compliance very seriously. We have compliance officers who audit our team offices and distributors to ensure they are doing the right thing,” Danso said.
He added that the company worked closely with relevant law enforcement agencies, including the EFCC, the Police and NAPTIP, to address cases of brand misuse and fraudulent activities linked to its name.
“When these issues arise, we engage the appropriate authorities. Some of these cases take time, especially when they involve cross-border elements, but we consistently take action against violators of our policies,” he said.
Danso also said QNET had taken steps to protect its products from counterfeiting through proprietary technologies and its direct-selling distribution model, which allows products to move directly from the manufacturer to the consumer.
The PR Manager, QNET Sub-Saharan Africa, Francis Sam, said the company would deepen its engagement with the media in 2026 through long-term partnerships, regular briefings and wider public education campaigns aimed at correcting misconceptions and improving public understanding of the brand.
“The media is like our right hand in Sub-Saharan Africa. If we are doing the right things and nobody knows about it, then what is the point?” he said.
According to him, QNET planned to place greater emphasis on transparency by making more information available to the public, including actions taken against policy violators, and by expanding outreach to states and communities through radio, television and other platforms.
“The more people know, the less they are scammed. That is why sustained dialogue with the media and the public is central to rebuilding trust and ensuring that narratives about QNET are based on verified information rather than speculation,” Francis added.
