Beyond plastic: Strategic communications for Nigeria’s circular economy

Plastic waste is a mounting crisis, but it also presents an opportunity for businesses and governments to lead systemic change. While regulations, corporate initiatives, and citizen engagement have made progress, much more is needed—particularly in how businesses shape consumer behavior, how governments enforce environmental policies beyond rhetoric, and how public perception is managed through strategic communications.

The evolution of single-use plastics in Nigeria
For decades, Nigeria’s reliance on single-use plastics—sachets, bags, food packaging—has grown, driven by affordability and convenience. However, this has come at a cost. The country generates an estimated 2.5 million tonnes of plastic waste annually, with only about 12 per cent recycled. In urban centers like Lagos, plastic waste is a leading contributor to clogged drainage systems, flooding, and environmental degradation.

Despite past government efforts to curb indiscriminate plastic use—such as Lagos’ environmental sanitation laws under former Governor Babatunde Fashola—enforcement has been inconsistent. The challenge now is moving beyond periodic government crackdowns and isolated corporate initiatives to a coordinated, long-term shift toward responsible plastic use, recycling, and waste management.

Business leadership: Beyond compliance to sustainable impact
Leading Nigerian manufacturing and FMCG companies are taking active steps to integrate recycling and responsible disposal into their operations. Key initiatives include:

Investing in Recycling Hubs: Companies like Coca-Cola Nigeria, Nestlé, and Guinness have set up plastic recovery and recycling hubs, creating an ecosystem where post-consumer waste is collected, processed, and reused.

Engaging distribution channels: Retailers and distributors are being encouraged (and in some cases incentivised) to set up collection points where customers can return used packaging for responsible disposal. Some stores now charge up to ₦100 for plastic bags—a financial nudge that reminds consumers to either bring their own bags or dispose responsibly.

Brand-driven consumer education: Organisations like Nigerian Women in PR have introduced citizen advocacy campaigns like #TrashYourTrash to influence individual waste disposal behavior. This kind of messaging, when amplified by large brands, can have a ripple effect in shifting cultural habits.
For businesses, the strategic play is clear: sustainability is no longer a CSR checkbox—it’s a reputational and operational imperative. Beyond environmental responsibility, investing in circular economy models enhances long-term profitability, strengthens brand equity, and aligns with evolving global ESG (Environmental, Social, and Governance) standards.

Strategic communications for business: building a sustainability narrative
To effectively shape consumer behavior and stakeholder engagement, businesses must leverage communication strategies that go beyond compliance reports. Here’s how:

Internal Engagement: Employees should be active participants in sustainability efforts. Companies can integrate sustainability training, incentivise waste reduction, and implement office-wide plastic reduction policies.

Stakeholder buy-in: Engaging suppliers, investors, and partners in sustainability commitments—such as reducing excessive packaging or co-investing in recycling solutions—creates an ecosystem-wide impact.

Public awareness and education: Mass communication campaigns, influencer partnerships, and media collaborations can help educate consumers on practical steps for responsible plastic use and disposal. Companies must also be transparent about their sustainability progress, turning corporate responsibility into compelling storytelling that resonates with the public.

Government accountability: Beyond global agendas to local impact
While Nigeria has engaged in international climate and sustainability conversations, the government must go beyond policy declarations and foreign aid incentives. The priority should be local, long-term economic and health benefits.

Enforcement and incentives: Rather than reactive bans that are often poorly enforced, the government can provide tax incentives for businesses investing in recycling infrastructure while enforcing stricter regulations on production and disposal.

Infrastructure development: Expanding waste management facilities, establishing more government-led recycling centers, and integrating waste pickers into a formalized economy can improve efficiency and create jobs.

Citizen sensitisation and enforcement: Babatunde Fashola’s administration demonstrated that when the government takes waste disposal seriously—with clear penalties for violations—citizens pay attention. The government must invest in consistent, engaging public education on the economic and health impact of plastic waste.

Health and productivity gains: A cleaner environment leads to lower public health costs, fewer disease outbreaks, and increased worker productivity due to better air quality and more usable public spaces. Governments must frame sustainability as an economic advantage, not just an environmental duty.

The way forward: A collaborative approach
Nigeria’s plastic waste problem isn’t just an environmental issue—it’s an economic and reputational challenge for businesses and a governance issue for policymakers. By adopting strategic communication frameworks, businesses can shift consumer behavior, governments can enhance enforcement, and citizens can embrace a cleaner, more sustainable future.

For C-suite executives, sustainability is no longer optional—it’s a business strategy. For governments, waste management is not a foreign-aid discussion—it’s a long-term economic decision. And for citizens, change begins with everyday habits.

Now is the time for decisive action. The question is: Who will lead the charge?
Olorundero is a Strategic Communications Consultant for global organisations and executives targeting the sub-Saharan African market. She leads the teams at Mosron Communications and Nigerian Women in PR.