Heralding Sustainable Marketing Communication Practices among Business Organizations in Nigeria: The Imperative of Sustainability Advertising

Sustainability, in broad and general term, entails the quest for the current members of the society to address their needs with precaution not to jeopardize the possibility of the coming generations to meet their needs as well. In the business world, sustainability has to do with business organizations conducting their businesses in such ways that significantly promote positive impact and reduce negative impact of such business operations on the people and the environment. Sustainable marketing communication is, no doubt, very fundamental in this regard. Sustainable marketing communication focuses on the promotion of products, services, and practices that are socially and environmentally responsible to the consumers. Accordingly, it was argued that one of the ways for business organizations in Nigeria to ensure effective sustainable marketing communication is through engagement in sustainability advertising which is also referred to as eco-friendly advertising, green marketing, or climate-conscious advertising. It was further argued that using digital / online platforms, renewable energy sources and recycled materials are core sustainability advertising practices which business organizations in Nigeria can maximise to improve public acceptance. Some of the benefits of sustainability advertising practices are cost effectiveness, positive organization’s reputation as well as customer loyalty. It was suggested that while engaging in sustainability advertising, business organizations must refrain from Greenwashing which is the practice of deceptive advertising and in this context, making the consumers to believe that a product, service or an organization is more sustainable than it is. This can significantly affect the image of an organization negatively and ultimately reduce costumers’ patronage.