It started like many social media uprisings do, a sudden burst of tweets, hashtags, and videos. But within hours, it had grown into a full-blown digital resistance movement. The target? Not just the state apparatus accused of repressing a controversial online activist, but also GTBank, a darling of Nigeria’s digital banking generation.
VeryDarkMan, an outspoken critic and social commentator, was arrested in a manner that angered many Nigerians. But it wasn’t just the arrest that sparked the firestorm. It was the location: the premises of GTBank in Abuja. The moment that detail hit social media, everything changed. The bank, widely recognized for its sleek digital operations and youthful branding, became an unlikely symbol of complicity.
Videos of customers lining up to withdraw their money circulated rapidly. Tweets showed GTBank ATM cards being cut up and discarded. Influencers, public figures, and everyday users questioned whether they could continue to trust an institution that, in their eyes, had allowed state power to trespass on public trust.
Register for Tekedia Mini-MBA edition 17 (June 9 – Sept 6, 2025) today for early bird discounts. Do annual for access to Blucera.com.
Tekedia AI in Business Masterclass opens registrations.
Join Tekedia Capital Syndicate and co-invest in great global startups.
Register to become a better CEO or Director with Tekedia CEO & Director Program.
This wasn’t just a protest. It was a digital resistance movement, fueled by a younger generation raised on hashtags, justice narratives, and social identity. They weren’t just demanding the release of a man; they were defending their right to question, to resist, and to choose the brands that reflect their values.
And GTBank was caught in the middle
For decades, the bank built its reputation on innovation, customer experience, and clever marketing. It led the charge in digital banking and was seen as a model for others. But in that single moment, when VeryDarkMan was led away from one of its locations by men of the EFCC, all of that felt vulnerable.
In truth, GTBank didn’t arrest anyone. But in the age of perception, proximity is participation. To many watching online, the brand’s silence felt loud. Customers didn’t wait for press statements or clarifications. They acted. That’s the new rule of digital resistance: justice delayed is brand loyalty denied.
This scenario reveals a deeper shift in the relationship between institutions and the public, especially in Nigeria. The public (digitally connected, emotionally driven, and socially conscious) expects more than services. They expect stance. And when that stance isn’t visible, they’ll assign one for you.
VeryDarkMan, regardless of the polarizing nature of his content, had become a symbol of speaking truth to power. His supporters recounted his social impact: building boreholes, renovating schools, spotlighting abuse and injustice. In their eyes, his arrest wasn’t just political, it was personal. They saw themselves in him. And when a brand they trusted became part of that narrative , even unintentionally, it felt like a betrayal.
What happened next is a case study in emotional loyalty. Customers didn’t just threaten to leave GTBank. They framed their exit as a moral decision. They weren’t just withdrawing funds; they were withdrawing trust.
For GTBank and other institutions watching closely, there’s a valuable lesson here: your reputation is no longer shaped solely by corporate messaging. It is shaped by your silence, your associations, and your response to the societal moments that matter.
In a time when digital resistance can ignite overnight, companies must build strategies not just for brand visibility but for brand accountability. That means acknowledging social undercurrents, preparing for crises beyond the boardroom, and understanding that emotional loyalty is won, or lost, in how you respond to moments of tension.
The digital generation is not afraid to move with its feet and its phones. They will exit, they will post, and they will hashtag until the message is heard. For GTBank, this moment is more than a PR challenge. It’s a mirror. A reflection of what it means to be a brand in an age when trust is not just earned, it’s constantly negotiated.
As the dust settles, the question remains: will GTBank step forward and meet this new era of loyalty with clarity and courage? Or will it retreat into silence and watch customers write their own ending?
