Marketing professionals assert that businesses can remain profitable while aligning with environmental policies such as the Lagos State ban on single-use plastics (SUPs).
In interviews with several experts, the consensus was clear: sustainability and profitability are not mutually exclusive. They emphasized that responsible environmental practices, rather than undermining business goals, can enhance long-term value.
Lagos State’s recent ban on SUPs is part of broader governmental efforts to promote environmental sustainability. However, it has faced pushback from industry stakeholders.
The Manufacturers Association of Nigeria, for instance, has urged a reconsideration of the ban, warning that it could hurt plastic manufacturers and lead to job losses.
Despite this, marketers offer a different perspective. According to them, without a sustainable environment, the business ecosystem itself cannot thrive.
Tony Agenmonmen, former President of the National Institute of Marketing of Nigeria (NIMN), emphasized the need for a shift in business thinking. “I don’t believe profit and sustainability are in conflict,” he said. “It’s a matter of reorientation. We may be starting late, but it’s necessary. Countries like Rwanda have had bans on single-use plastics for years.”
Agenmonmen highlighted the long-term costs of environmental degradation, noting that pollution impacts both society and businesses. “Blocked drainages caused by plastics affect public health—including your own employees—and lead to higher taxes to cover cleanup efforts. It’s all interconnected.”
He criticized the tendency of some businesses to delay compliance with regulations, especially in the case of the Lagos ban. “This conversation has been ongoing for a while. The government has provided enough notice and sensitization. Now is the time to implement fully.”
Agenmonmen called on marketers to take the lead in promoting sustainability. “Protecting the environment should not be optional. Profit comes from doing business responsibly. Sustainability ensures we can operate today, tomorrow, and in the future. Yes, you might profit by ignoring it today, but long-term, that approach is self-destructive. Marketing professionals should be leading this charge.”
Patience Sado, marketing expert and Registrar of NIMN, echoed this sentiment, stressing the role of marketers in helping businesses balance environmental responsibility with profitability.
“Nigerian businesses can drive environmental improvement by embedding sustainability in their operations—this includes optimizing supply chains, supporting policy initiatives, and improving energy and waste practices,” she said.
Sado encouraged companies to go beyond local compliance and aim for international environmental standards. She highlighted corporate social responsibility (CSR) initiatives as vital tools for environmental protection.
“Through CSR, businesses can support reforestation, water conservation, and plastic reduction initiatives like the Lagos campaign,” she said.
While acknowledging business concerns over the ban’s impact, Sado advised marketers to be solution-oriented. “Instead of resisting, businesses should be asking: What new strategies can we adopt? How do we adjust and still grow?”
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She concluded that environmentally responsible companies tend to develop stronger brands, earn customer trust, and are better equipped to handle future regulatory and climate-related risks.
“By engaging in environmental sustainability, businesses not only contribute to national progress—they also secure their own future,” she added.
