As a Nigerian in the diaspora, returning to Nigeria to do business or contribute to my country’s development can be a daunting experience. One of the biggest challenges is navigating what I term ‘the culture of normalised deviance’ whereby unethical practices and corruption have become the norm or, to put it in more recent popular parlance, ‘the new normal’.
In this article, I will share my personal experiences and observations, as well as offer some coping strategies to fellow Nigerians in the diaspora. I have chosen to do this as a duty to highlight with a view to arrest the unacceptable moral decline prevalent in just about all facets of Nigerian life.
‘Normalised deviance’ is a phrase coined from the term ‘normalisation of deviance’ derived by sociologist and professor at Columbia University Dr. Diane Vaughan, from her study of the Challenger spacecraft disaster. She explains the term as ‘a phenomenon in which individuals and teams deviate from what is known to be an acceptable performance standard until the adapted way of practice becomes the new norm’.
Put simply, ‘normalised deviance’ is the prevalent acceptance of wrong as right as long as it is convenient or beneficial. It is also a widespread acceptance, nay acculturation, of deviation from ethical standards. In Nigeria’s business environment, this manifests in various forms, from bribery and nepotism to embezzlement and fraud. It’s a culture where those who resist are often ostracised – needless to say, at great cost to them. Those who conform are rewarded – often stupendously.
What drives this culture of normalised deviance? People deeply entrenched in corrupt and opportunistic environments often exhibit a phenomenon called “normalised deviance.” This means they become desensitised to their own unethical behavior and consider it the norm. Over time, they live and act this way of life in a number of observable ways.
One, they rationalise their behaviour, justifying their actions as necessary for survival or success in a competitive environment. Two, they develop a sense of entitlement to benefit from their actions, regardless of the ethical implications.
Three, normalised deviants disregard consequences. They focus on short-term gains, and ignore the long-term effects of their actions on other people, and the system. Four, they surround themselves with like-minded persons. This is to say that they create an echo chamber of ‘yes -men’ and yes- women who reinforce their beliefs and behaviors. Five, people desensitised to ethical rules of behaviour develop a culture of justification that nurtures narratives in favour of their actions. Long and consistent enough, this makes it difficult for them to recognise the impropriety of corruption and the lack of integrity.
Normalised deviance leads to a lack of self-awareness, making the deviant persons incapable to acknowledge their corrupt behavior. If confronted or redirected, they perceive criticism as an attack on their legitimacy, and become defensive.
As a ‘Nigerian diasporan’ so to say, I have faced – should I say suffered – numerous challenges trying to do business in Nigeria – from being asked for bribes to being expected to compromise on quality and standards, the pressure to conform is immense. But, having seen the devastating consequences of normalised deviance, from failed projects to ruined reputations, I, thankfully, demur from playing along.
The pertinent and urgent question is how can Nigerians from the diaspora survive and even thrive in this environment of normalised deviance? Below are some coping strategies that have worked for me and others.
Set clear boundaries. Be clear about your values and standards and communicate them to your partners and colleagues.
Seek out like-minded individuals and connect with those who share your values and are committed to ethical business practices. Build a support network and surround yourself with people who will encourage and support you in your efforts to resist normalised deviance.
Focus on the long-term. Remember that short-term gains from unethical practices are not worth the long-term damage to your reputation and relationships. Engage in advocacy. Support with the resources you can give, organisations and initiatives that are working to change the culture of normalised deviance in Nigeria.
It’s essential to remember that confronting normalised deviance requires empathy, understanding, and a willingness to address the underlying cultural and environmental factors that enable such behavior.
Encouraging transparency, accountability, and ethical leadership can help create a culture of integrity. This, in turn, gradually shifts the norm away from corruption and opportunism to ethical conduct in the system. Surviving normalised deviance in Nigeria requires courage, resilience, and a commitment to ethical standards.
Speaking directly to fellow Nigerians in the diaspora, we have a unique role to play in driving positive change in our country. I urge that we work together to create a culture of integrity and excellence, where wrong is no longer accepted as right. This duty we owe our country.
Megbolugbe, FRICS, is Senior Advisor at GIVA International and retired Professor, Johns Hopkins University.
