The UBA chairman’s correction of a journalist over how she addressed him has reignited debate about corporate boundaries and Nigerian cultural respect
Tony Elumelu, Nigerian billionaire businessman and Chairman of United Bank for Africa, has triggered a lively online debate after a brief exchange with a female journalist over how she addressed him during an interactive session.
Also read: Tony Elumelu to retire as UBA chairman after 12-year CBN tenure limit
The encounter, captured on video and subsequently circulated widely on social media, began when the journalist casually called the businessman “Tony” while speaking to him.
Elumelu immediately corrected her, asking that she use a more formal form of address in the professional setting.
“No, you won’t call me Tony… You call me Mr. Elumelu, or TOE or Chairman,” Elumelu said.
He went on to explain that he was uncomfortable with what he described as a casual approach to professional interactions.
“I don’t subscribe to that kind of Oyinbo life,” he added.
The brief exchange quickly became a talking point online, with viewers divided over whether Elumelu’s response represented appropriate boundary-setting or an unnecessarily formal approach to an otherwise informal interaction.
For many of those defending the billionaire, the issue was less about the name itself than about context.
They argued that Nigerian social and corporate culture often places considerable importance on titles, age, status and professional hierarchy.
In that setting, addressing a prominent business leader by his first name without an established personal relationship can be perceived as overly familiar.
Others, however, viewed the exchange differently.
They pointed to Elumelu’s highly accessible public persona, particularly his use of the initials “TOE” across his personal branding and social media presence, as a possible reason the journalist may have assumed that first-name familiarity was acceptable.
That contrast has given the moment a wider significance beyond the interaction itself.
Elumelu has cultivated a prominent digital presence that often presents him as approachable, entrepreneurial and engaged with younger audiences.
His social media activity frequently blends business, philanthropy, personal reflections and motivational messages, creating an image that is considerably less formal than the traditional corporate boardroom persona.
For some observers, the journalist’s use of “Tony” therefore appeared to reflect the familiarity associated with that public image rather than deliberate disrespect.
The disagreement has consequently developed into a broader conversation about the boundaries between public accessibility and private or professional etiquette.
For one side, being approachable does not necessarily remove the expectation of respect, particularly when interacting with someone who occupies a senior corporate position.
For the other, modern professional culture is increasingly moving away from rigid hierarchies, with first-name communication becoming commonplace in many workplaces and international business environments.
The exchange also highlighted the cultural tension contained in Elumelu’s reference to “Oyinbo life”, a Nigerian colloquial expression often used to describe Westernised attitudes or practices.
His remark suggested that, regardless of how corporate communication may evolve internationally, he prefers the conventions of respect and hierarchy that remain influential in Nigerian society.
That distinction is particularly relevant in a country where titles such as “Chairman”, “Sir”, “Chief”, “Doctor” and “Mr” can carry social meaning beyond their formal professional functions.
The viral moment has therefore resonated because it sits at the intersection of two increasingly visible trends: the informal culture encouraged by social media and the more traditional expectations of respect that continue to shape professional relationships.
There is also a generational dimension to the debate.
Younger professionals and media personalities often communicate with senior executives in a more relaxed manner, particularly when their public profiles have been built around accessibility and frequent digital engagement.
Older and more traditionally minded audiences may interpret the same approach as crossing a line.
Neither interpretation necessarily establishes what happened between Elumelu and the journalist beyond the short exchange captured on camera.
The clip does not, on its own, establish whether they had any prior relationship or whether the journalist intended disrespect.
What it does show is a senior businessman setting a clear preference for how he wishes to be addressed.
And that simple correction has unexpectedly become a powerful reminder that public familiarity does not always translate into personal familiarity.
Also read: Tony Elumelu urges investment in African youth at Africa Forward Summit
For Elumelu, being highly visible online may make him more accessible to millions of Nigerians, but the viral encounter suggests that accessibility and informality remain two different things.
Victory Emmanuel is a journalist and contributor to Freelanews.com, covering news, business, and public affairs.
