- By Afolabi Idowu
Integrated marketing expert and former chairman Advertising Practitioner Council of Nigeria APCON, now ARCON, Akinlolu Akinwunmi has urged Nigeria to embrace ethical marketing for economic growth and social development.
Akinwunmi who is also the chief executive officer of Prima Garnet Africa made this known during his speech at the just concluded National Institute of Marketing of Nigeria Annual General Meeting & National Conference in Abuja.
He delivered a compelling speech that shed light on the crucial roles of marketing communication and ethics in Nigeria’s journey towards nation building. Akinwunmi’s words resonated deeply, igniting a collective sense of urgency and a national call for change.
He took the audience on a journey through Nigeria’s economic landscape, emphasising the need for diversification away from reliance on crude exports.
With passion and conviction, he explained, “Marketing is not just about selling products; it is about stimulating demand, driving production, and fostering innovation. It can be a powerful force in diversifying our economy and creating opportunities for growth in sectors beyond oil.”
The atmosphere in the conference hall shifted as Akinwunmi delved into the power of marketing communication in shaping a nation’s image and reputation.
He emphasised Nigeria’s unique cultural heritage, abundant natural resources, and technological advancements as assets that could attract tourists, investors, and trading partners.
Akinwunmi declared with determination, “It is time for us to craft a brand narrative that showcases the true essence of Nigeria. We must work together to tell the world our story, highlighting our rich culture, our resilience, and the untapped potential of our great nation.”
His enthusiasm was contagious as he discussed the role of marketing in promoting Nigeria’s exports.
According to him, “Through strategic planning, targeted campaigns, and competitive analysis, we can expand Nigeria’s export base and create economic opportunities. Our products and services have the potential to make a mark on the global stage, and it’s time we seize that opportunity.”
As Akinwunmi shifted gears to discuss social development, a hushed silence fell over the crowd.
With unwavering conviction, he underscored the importance of integrating ethics in marketing which Nigeria can use to build trust among consumers, attract responsible businesses, and create an environment conducive to sustainable development.
He passionately stated, “Ethical marketing is not an option; it is a necessity. We must prioritise consumer protection, environmental responsibility, and social well-being. Only by conducting business with transparency and integrity can we build trust among consumers and stakeholders, fostering an environment conducive to sustainable development.”
In his words, “ Ethical Marketing practices contribute to the long-term success of businesses, enhance a nation’s reputation, and foster social cohesion, all of which are essential for nation building.”
The atmosphere in the conference hall reached a crescendo as Akinwunmi broached the topic of rebranding Nigeria. With sincerity and conviction, he acknowledged the challenges that had influenced Nigeria’s brand perception.
Akinwunmi passionately proclaimed, “It is time for a holistic rebranding campaign that goes beyond superficial media campaigns. We need a deep-rooted attitude-changing campaign that starts in our educational institutions, reaches our professionals, and resonates across government organs. Let us revive the spirit of the ‘Good People Great Nation’ campaign and create a Nigeria that we can all be proud of.”
However, he did not but mentioned some challenges the country is facing that have influenced its brand perception.
Those challenges according to him include, corruption, security concerns, such as incidents of terrorism, banditry, and communal conflicts in certain regions, and quite a few others like poor services and infrastructure.
He added that previous governments have engaged in various campaigns to promote the image of Nigeria through tourism but the implementations were hijacked.
He said the “Good People Great Nation “ campaign under the late Prof Dora Akunyili was a strategic, focused, methodical and a product of very sound and clear thinking but was mired in the politics of the period.
In addressing Nigeria’s brand perception challenges, Akinwunmi called for a holistic rebranding campaign that goes beyond noise.
He urged the government of President Bola Ahmed Tinubu to initiate a long-term, attitude-changing campaign that addresses the root causes of Nigeria’s negative brand image.
He emphasized the need for an authentic, comprehensive rebranding effort that involves educational institutions, professionals, and government organs.
“We need one. And I am not talking of another media campaign that is superficial, but one that goes to the root of the causes of the negatives of the Nigerian brand, and then design, or more like implement a serious long-term attitude-changing campaign.”
Expectedly, his speech sparked a national dialogue on the importance of ethical marketing in Nigeria’s economic and social development.
It ignited a sense of urgency among the audience, inspiring a collective commitment to embrace ethical practices and work towards a better future.
With his passionate plea, Akinwunmi urged Nigeria to embark on a transformative journey of rebranding, one that would redefine the nation’s image and propel it towards sustained growth and prosperity.