Storytelling emerged as a central theme at the Marketing–Sustainability Roundtable held on Friday, October 3, 2025, where industry leaders explored how Nigerian companies can translate their ESG practices into opportunities for shared value and consumer trust.

The session was organised by Jesujoba Ojelabi, Nnadozie Ekwuribe, and Tamarakuro Ebiwenemo, all postgraduate students at the School of Media and Communication, Pan-Atlantic University. Moderated by Ojelabi, the discussion featured panellists Ronke Eko-Aderinnoye, Tomi Ogunlesi, Bankole Banjo, and Francis Obiajulu. Together, they examined the marketing challenges of implementing sustainability strategies in a market where consumer expectations sometimes conflict with global ESG trends.

The conversation was framed around emerging issues faced by brands adopting sustainability measures. Examples included the backlash against companies replacing plastic straws with paper ones, campaigns promoting plastic recycling, and other eco-conscious practices.

According to Obiajulu, in the FMCG space, consumer responses have been mixed.

“While some consumers understand the regulatory requirements behind these changes, others do not understand the reasons for them,” he explained. “This creates a need for more consumer education.”

Aderinnoye called for ESG frameworks that better reflect African realities.

“Sustainability here is not just about plastics,” she said. “It is about ensuring that our practices today protect the environment and remain transferable to future generations.”

Ogunlesi cautioned against conflating CSR with ESG. He argued that companies must first meet what he described as “moral minimums” — which include compliance, ethical conduct, and transparent reporting — before engaging in philanthropy.

“CSR without compliance is simply greenwashing,” he stated.

Banjo shared how several traditional industries already demonstrate alignment with ESG principles but often fail to communicate these achievements effectively.

“It is not enough to do; we need to do more to tell our stories,” he said. “As much as it is usually a budget issue, storytelling remains essential. You never miss with stories.”

The session concluded with a consensus that marketing professionals play a critical role in advancing the ESG movement in Nigeria. By combining compliance with compelling narratives, businesses can bridge the gap between sustainability action and consumer acceptance.