By Juliet Umeh
Global direct selling and lifestyle company, QNET, has emphasized the vital role of the media in promoting ethical entrepreneurship and shaping public understanding of the direct selling industry.
This came during its latest engagement, the “Beyond VCON: Media Insights from VCON 2025” webinar, held via Zoom on Wednesday, October 15, 2025.
The virtual dialogue gathered Nigerian journalists, editors, and media practitioners who participated in QNET’s V-Malaysia 2025 Convention in Penang — a five-day global event that hosted over 10,000 entrepreneurs, business leaders, and innovators from more than 50 countries.
Speaking at the session, QNET’s Country Manager for Nigeria, Mr. Ayokunmi Solesi, said the company recognizes the media as a key stakeholder in driving responsible communication and countering misinformation in the direct selling space.
He said, “The media plays a powerful role in shaping perception. For us at QNET, working with journalists is about promoting clarity, transparency, and accountability. Ethical entrepreneurship thrives when the media helps the public understand the difference between legitimate direct selling and fraudulent schemes.”
Solesi further explained that QNET’s business in Nigeria is guided by three core principles — empowerment, community, and innovation, stressing that the company’s award-winning consumer protection practices reflect its long-term commitment to fairness and integrity.
During the panel session, journalists shared insights from their Malaysian experience, highlighting QNET’s approach to leadership development and wellness innovation.
Deputy Business Editor and ICT Editor at The Guardian, Mr. Adeyemi Adepetu, described the Penang convention as a model for purposeful entrepreneurship.
He said, “It was more than a business conference. It was a global ecosystem of people committed to positive change. The experience showed how QNET integrates ethics into its business model and community impact.”
Assistant Hi-Tech Editor at Vanguard Newspaper, Juliet Umeh, noted that the convention deepened her understanding of QNET’s Raise Yourself to Help Mankind, RYTHM, philosophy.
She said, “What stood out for me was QNET’s human-centered mission — building people, not just profits. Their wellness products and empowerment projects reflect a genuine concern for improving lives.”
Also speaking, broadcast journalist Sulaiman Aledeh emphasized that QNET’s model demonstrates how profit can align with purpose. “At V-Malaysia, you could feel that the brand’s energy is about lifting people. Every story and innovation there was human-driven,” he said.
The session concluded with a shared call for sustained collaboration between the media and ethical direct selling companies to foster consumer awareness, correct misinformation, and promote responsible entrepreneurship across Africa.
Since launching in Nigeria in 2022 through Newmark Group, QNET has championed initiatives such as FinGreen, a financial literacy program empowering young Nigerians, and partnerships with orphanages like Little Saints Orphanage and Babe Salaam to support vulnerable children.
According to participants, continuous engagement between QNET and the media is essential for building transparency, enhancing consumer trust, and expanding public understanding of direct selling as a legitimate pathway to economic empowerment.
