Experts Task Marketers on Sustainable Marketing, Consumer Behaviour

By Raheem Akingbolu

Experts have said that becoming a sustainable marketer is no longer optional as sustainability has become a necessity for the future.

The experts disclosed this at the recently concluded Industry Summit with the theme: “Sustainable Marketing for Growth,” held in Lagos.

While delivering his keynote paper, Marketing Director, Nigerian Breweries Plc, Emmanuel Oriakhi, who was represented by Portfolio Manager, Nigerian Breweries Plc, Samson Oloche, said: “as consumers are becoming more conscious of their environmental imprint, sustainable marketing is becoming more important.”

According to him, “The economic challenge affects every player in the economy. It is only when we come together that we can tackle the challenges and forge a way going forward, noting that there are different consumers with varying expectations there is therefore the need to create products that meet them at their various needs.”

Also, in her presentation, one of the guest speakers, who is the Head of Sustainability, Access Holdings, Omobolanle Victor-Laniyan, who was represented by Head of Communication, Access Holdings, Moji Coker, said: “Innovative marketing requires that a company innovates by producing new products and services while improving and updating existing ones. This strategy often ensures that companies continuously identify better ways to develop and market products and services.”

According to her, “companies adopt innovative methods through new product development, product packaging, positioning strategies, specifications, market segmentation, customer value, delivery of goods and customer satisfaction. Enlightened marketers and sustainable businesses understand how to market new products or enter new markets successfully. They also know that the perfect way to grow and achieve success is always to offer consumers what they want.”

Brand, Strategy & Communications Manager, Stanbic IBTC, Rita Akao said: “Build your ideal target audience biography (clients, employees shareholders, regulators, activists, stakeholders, or the public) Know how and where to communicate with your audience. Listen to what your audience says back to you.”