Beyond CSR: Industry Leaders Urge Nigerian Brands to Embed ESG Compliance in Core Strategy and Stories

Michael Adesina

As the global sustainability conversation deepens, Nigerian marketing and corporate leaders are calling for a shift from philanthropy-focused initiatives to measurable Environmental, Social, and Governance (ESG) compliance. This was the consensus at the Marketing–Sustainability Roundtable held on Friday, October 3, 2025, where experts explored how local businesses can align global sustainability goals with market realities.

The session, organised by Jesujoba Ojelabi, Nnadozie Ekwuribe, and Tamarakuro Ebiwenemo, postgraduate students at the Pan-Atlantic University School of Media and Communication, brought together leading practitioners in sustainability, communications, and brand management.

Moderated by Ojelabi, the roundtable featured Ronke Eko-Aderinnoye, sustainability consultant; Tomi Ogunlesi, Divisional Head for Brands, Communications, and Corporate Responsibility at Interswitch; Bankole Banjo, Manager of Corporate Communications and Marketing at SanlamAllianz Nigeria; and Francis Obiajulu, Senior Brand Manager for Amstel Malta and Hi-Malt.

Ojelabi opened the discussion by recalling the viral social media debate over paper straws, which highlighted the ongoing tension between consumer satisfaction and corporate responsibility.

“For marketers, this raises a dilemma,” he noted. “How do you align with responsible practices without alienating your market?”

The conversation soon broadened into a deeper reflection on how companies interpret sustainability. Tomi Ogunlesi argued that many organisations in Nigeria confuse CSR with ESG. He introduced the idea of “moral minimums” and “affirmative actions,” explaining that moral minimums refer to basic obligations such as compliance, ethical conduct, and environmental responsibility, while affirmative actions include philanthropic or community-based projects.

“A company has no business doing CSR if it is not fundamentally ESG compliant,” he said. “Philanthropy without compliance could easily amount to greenwashing.”

Ronke Eko-Aderinnoye urged businesses to contextualize sustainability within African realities.

“Sustainability here is not just about environmental preservation,” she said. “It is about creating systems that protect the future through responsible governance and inclusive growth.”

From the FMCG sector, Francis Obiajulu highlighted the importance of consumer education. He explained that while consumers are becoming more conscious of sustainability, they remain sensitive to changes that affect convenience and product experience.

“The FMCG space faces a unique challenge because every change is felt directly by the consumer,” he said.

Bankole Banjo focused on the need for effective communication.

“It is not enough to do; we must also tell these stories,” he said. “Storytelling builds trust, strengthens reputation, and helps stakeholders understand that sustainability is part of our core strategy.”

The discussion ended with a shared understanding that Nigerian businesses must treat ESG as a governance priority rather than a marketing gesture. Panelists agreed that genuine progress depends on a balance of compliance, consumer education, and strategic storytelling.