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Community

Development

27 February 2023

5 min read

Religion and prosperity: how Nigeria’s diaspora is changing the West

Superlatives may describe Nigeria, but it is vital to understand what drives its people, especially those abroad.

Chris Wadibia

Chris Wadibia is an academic advising on faith-based challenges. His research includes political Pentecostalism, global Christianity, and development.

Mushin Market in Lagos.

Omoeko Media, via Wikimedia Commons

Superpower superlatives

Nigeria is the economic and human capital giant of Africa. Nigeria has almost 100 million more people than Ethiopia, the country with the continent’s second largest population. Nigeria’s 2021 GDP of $440bn led the continent for the eighth consecutive year. Helped, no doubt by its oil production, the second biggest in Africa. Since gaining independence in 1960, the Nigerian economy has suffered from incessant fluctuations but its population has experienced consistent growth. As of today, Nigeria’s population of 211 million is about two-thirds the population of the United States’ 332 million. All living on sovereign territory one and a half times the size of Texas.

The oil curse

Spotlighting these statistics uncovers another side of Nigeria's place in ‘Giant of Africa’ discourses. With over 300 distinctive ethnic groups, it has one of Africa's highest levels of population density. Ethnic competition for control of state economic resources, mainly oil revenues, has evolved into a leading theme influencing Nigeria's postcolonial development. Nigeria first discovered its oil-harvesting potential in 1956. However, the oil curse, and the high-level corruption that characterises it, would not fully commandeer Nigerian governance until the concluding decades of the 20th century. Some have argued that the curse of corruption grew in these decades into a chief impediment preventing national development. Nigeria is equally blessed and cursed, and this curse affects how it behaves internally.

Transnationalism

High potential Nigeria is hobbled by a curse that also has significant effects internationally. Thanks to Nigeria's large diaspora, these effects impact the UK. It is therefore important to understand who this diaspora is and what it believes. Many have written about the relationship between corruption, transnationalismm, and capital flight in Nigeria; however, another, less researched case of trans-nationalisation has unfolded in recent Nigerian history that has relevance for global economics. Since the 1980s, many thousands of Nigerian Christians have emigrated abroad to the UK, USA, and beyond, regularly citing economic, political, and religious factors as influences behind their decision to leave.

This emigration takes with it a practice that has reshaped not only Nigeria but the destination countries. It has led to the dawning reality among people researching global Christianity that Christendom's geographical locus of power, in terms of total number of Christians and theological influence, is shifting away from the West to the Global South. The faith of the immigrants drives their emigration and results in a variety of economic and social impacts in their destination countries. So, it is vital to understand their faith and its practices. More than any other Christian denomination in Nigeria, the confluence of Christian spirituality, migration, and economics heavily informs the religiosity of Pentecostals, whose churches frequently send them out as missionaries in service of a highly ambitious vision to evangelise the entire non-Christian world.

What drives the diaspora?

Nigerian Pentecostals relocate to the UK emigrate with two main interests: evangelising Britons and building personal wealth. In recent decades, the prosperity gospel has emerged as the defining doctrine of Nigerian Pentecostalism, the country's most politically and economically dynamic denomination. The prosperity gospel lionizes wealth and its linchpin theological premise argues that God wants Christians to enjoy this-worldly lives characterised by material blessings and holistic success. Believers in the prosperity gospel understand material wealth as an important component of their spiritual inheritance and ardently strive to secure material prosperity for themselves and families.

The materially intoxicating nature of prosperity gospel sensibilities have spilled over into other denominations in Nigerian Christendom to the extent that many Nigerian Christians today believe that God wants them to enjoy a life marked by wealth and health. Correlations between belief in prosperity theology and increased individual wealth remain difficult to prove indisputably, but the prosperity gospel's way of inculcating in believers the desirability of material wealth certainly makes them more comfortable working to acquire it, whether in the UK or the USA or elsewhere.

Go global

With upwards of 1.3bn people of Black and African descent living worldwide, Nigerians account for over one out of every six Black and African individuals globally. The instilling of prosperity gospel-friendly values in the minds of globally mobile Nigerian Christians conditions the latter to contribute to the local economies of their new home countries.

Go West

Nigerian-Americans have grown into one of America's wealthiest migrant groups. For decades the typical Nigerian-American child has grown up aspiring to become a doctor, lawyer, engineer, or businessperson, and today Nigerians can be found in senior positions in America's highest-grossing industries. Increasingly, this dynamic applies to the UK.

Nigerians in the UK

Nigeria, once a British colony, enjoys membership in the commonwealth; this geopolitical affiliation makes it easier for Nigerians to relocate to the UK and secure British citizenship. Aware of what they perceive as the ongoing secularisation of the West, many of these Nigerian Christians move to the UK inspired by a vision to re-evangelise the motherland, and this vision has given rise to the emergence of what is sometimes called ‘reverse mission.’

A succession of military dictatorships from 1966 to 1999 compelled many Nigerians to flee Nigeria to the UK in search of a better life. As a result, approximately 250,000 Nigerians live in the UK. Nigerians have evolved into one of the UK's largest and most influential African migrant communities. A disproportionate level of popular and scholarly attention devoted to the presence of Nigerians in the UK focuses on how Nigerian elites continue to buy expensive properties in London and the appreciable number of Nigerian students enrolled at UK universities. However, the landscape of Nigerians living in the UK contains additional dimensions in need of analysis and one of the most under-discussed of these dimensions concerns the influence of Nigerian Christian values on UK economic life.

Economic influencers

Based in north London Brent Cross' district, Jesus House is one of the UK's largest and most popular Nigerian Pentecostal churches. Like many other churches in the UK, Jesus House has joined the Warm Welcome Campaign in an effort to provide warm spaces to members of its community suffering from excessive exposure to cold winter temperatures. Yet, long after winter passes, this warmth will continue playing a valuable role by helping thaw the keys opening the ostensibly frozen doors to the next generation of UK prosperity.

Like in the USA, Nigerians in the UK envision for themselves lives marked by material prosperity. This vision regularly inspires them to pursue lucrative jobs and engage in entrepreneurship. For many UK-based Nigerians, prosperity gospel sensibilities, reverse mission interests, and the aim to build a better life intersect in ways that have constructive, wide-reaching social and economic consequences for the UK.

Sure, the prosperity gospel has its critics and its problems, but viewed positively, it can provide a source of economic energy for countries like the UK.

Inspired by Christian devotion and the belief that despite transient seasons of difficulty, prosperity is a sign of divine favour, Nigerian Christians contribute to the UK economy every day in consistent, substantive, and innovative ways. In a time when homes across the UK remain far colder than they should be, the prosperity-friendly piety of the UK's many Nigerian Christians offers a source of Christian warmth that deserves to be recognised more widely than it is.

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Identity

4 April 2025

6 min read

Identity is more than mere branding, ask WH Smith

It's not just nostalgia that's being generated by the retailer's demise

Roger Standing

Roger is a Baptist minister, author and Senior Research Fellow at Spurgeon’s College in London.

Cyclists and pedestrians pass in front of a WH Smith store front.

So, alas, no more WH Smith on the British High Street. Then, to add insult to injury, the chain of shops will be rebranded by the private equity firm, Modella Capital, as TG Jones. A move to ensure the stores retain “the same sense of family”.

Really?

I was surprised. Not by the news. We’ve seen so many once famous names disappear, another one is hardly noteworthy. But no, I was surprised by my reaction when I heard.

I’m not quite sure what the emotion was. It nestled somewhere between

“NO!”

and,

“They can’t be serious!”

Somewhere between warm-hearted nostalgia and gob-smacked incredulity.

I have loved Smith’s since forever. As a boy, in a small market town in Norfolk, the kiosk at our railway station was where I went to buy my Commando war story comics. As a teenager it was the music and video department I frequented. Then, newly married it was photo albums followed by all the school supplies of pencil cases and folders our growing family needed every August. Our memories exert a powerful influence on us.

But the nostalgia goes deeper than that. It is a British institution. WH Smith and Sons, as I originally knew it, began life in 1792 in a news vending shop established by Henry and Anna Smith in Little Grosvenor Street in London’s Mayfair.

Their grandson, William Henry (of the WH) joined the firm as a partner in 1846 and was responsible for their expansion through railway stations. Taking advantage of the boom in rail travel their first news stand was opened at Euston Station in 1848 by securing exclusive rights to operate with North Western Railways. This was swiftly followed with a similar deal with Midland Railways.

Across the years innovative entrepreneurship has been part of who they are. They pioneered wholesale warehouse distribution through their sites in Birmingham, Manchester, Liverpool and Dublin.

Then, along the way, in 1966 they introduced a 9-digit code to improve their book reference system. Eight years later their Standard Book Numbering (SBN) system had been universally adopted as the internationally recognised ISBN classification on the back cover of every published book.

Their company history also includes novel initiatives like a circulating library, a travel agency, the DIY chain Do It All, a 10-year ownership of Waterstones, satellite TV with their own sports channel in the mid-1980s, and more recently, in-store post offices and the online personalised greeting card brand, Funky Pigeon.

Smiths is a company that is deeply embedded in the life of our country. It’s deeply embedded in my life story too. Of course I’m going to feel nostalgic about it. But, do you know what, I can’t remember the last time I went into one of their iconic shops and actually bought something!

And that’s probably it, at least in retail. Any nostalgia on my part is, at most, only of the wistful variety.

As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change.

While the High Street shops do remain a going concern, it is their travel hub network in airports across the world that make the serious money and will retain the WH Smith branding. Hence, the change of name to TG Jones and the source of my “gob-smacked incredulity”.

Now it is easy to understand how a move from WH Smith to TG Jones makes a lot of sense. Modella Capital were swift to affirm that it is “business as usual”. All the stores will remain open, doing what they do now, with all the staff retained. Two initials and one of the most common surnames is replaced by two initials and one of the most common surnames.

Now the juxtaposition of Smith and Jones is very tempting in its offer to reference specific 1970s or 1980s TV shows. From a marketing perspective it is so cheesy, at least to anyone over 60. But to put that aside: what is in a name?

WH Smith is a 233-year-old company and remained in the hands of the family until 1972. It has a heritage that has real substance behind it. It is the genuine fruit of all that has gone before. TG Jones is a fiction. A necessary invention to fill the gap, to provide a new name in place of an original that has migrated elsewhere. As Charlotte Black, chief strategy officer at Saffron Brand Consultants observed:

“It feels incredibly close, a poor mirror of WH Smith and not necessarily very well thought through … I would say it feels hasty – an ‘insert here’ strategy – and a bit of a missed opportunity.”

Ultimately, it’s about identity. Superficially it appears that a genuine history is being supplanted by pure fabrication. Any “sense of family” in TG Jones is vacuous because TG Jones never existed. There is no back story.

WH Smith, on the other hand, does have a back story. Yet, having been a company run by shareholders since shortly after the second world war, how real is the “sense of family” there either? This is not the proverbial ‘mom and pop’ store. It is actually a corporate leviathan. There might be a sense of rootedness in the name, but a “sense of family” disappeared a long while ago.

Now, with the name gone, the High Street shops have even lost that sense of rootedness, however tentative it had become. Where does that leave their identity? I’m sure the branding consultants and marketing departments have been all over this. However, identity is not established just by saying that something is so.

Thinking about Smith becoming Jones then sent me down a rabbit hole of thoughts. So, bear with me here.

We all know about identity because we all have one.

At any given moment in time we are the product of a complex interplay of things. From our families and where we grew up, to the choices we’ve made and those that are foist upon us. The experiences we’ve had shape us. They make us into the people we are and help define our identity.

Yet nothing is set in stone. There is something intrinsic to life that is dynamic, ever-changing and open to all kinds of possibilities. It is dynamic and multi-dimensional and alive to endless possibilities.

In this sense, life is not deterministic, and our identity is not fixed. How we see ourselves and how others see us can change. As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change.

That change can be evolutionary or revolutionary, it can come from inside ourselves, or result from our responses to what comes at us from outside. Life is a constant process of becoming who we are. Our choices matter. They have consequences. Nothing stands still.

The possibility of turning life around, the opportunity of making fresh starts and hopeful visions for a better future have proven to be the bedrock of human resilience. The essential ingredients to ‘pick yourself up, dust yourself off, and start all over again’, to quote the famous 1930s standard. They’re also foundational insights that underpinned what Jesus stood for and taught. Proven across the range of human life, activity and ingenuity

But back to TG Jones, I think I’m with Charlotte Black, the renaming is hasty, ill-thought through and a missed opportunity. Maybe the name will go the same way as Royal Mail’s abortive makeover as ‘Consignia’ in 2002. Identity is more than branding; we will know it by its fruit.

In the meantime, when the new regime has established itself, I may swing by to see what they’ve done with the old place.

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