As the 2025 edition of the Annual Marketing Conference of the National Institute of Marketing of Nigeria (NIMN) commenced today in Uyo, Akwa Ibom State, sustainability emerged as the dominant theme shaping the future of marketing practice in Nigeria and beyond.
With the Conference themed “Leveraging ESG in Driving Value Across Generations,” marketing professionals, academics, students, and brand leaders gathered to explore how Environmental, Social, and Governance (ESG) principles are redefining marketing strategy and long-term brand value.
Opening the symposium on Sustainable Marketing and the future of Brand Leadership, Prof. Nkanikpo Ibok, Professor of Consumer Psychology and Industrial Marketing, Akwa Ibom State University, emphasized that sustainability is no longer a peripheral consideration but a core driver of effective brand positioning and organizational longevity.
“Our environment is bleeding, largely due to unsustainable consumption and manufacturing patterns. Marketing must now go beyond profit to prioritise environmental, social, and economic responsibility,” he stated.
Prof. Ibok stressed that sustainable marketing offers unique opportunities for brands to make meaningful, long-term impact, especially in a country like Nigeria facing multifaceted environmental and economic challenges. He advocated for strategies that reduce waste, promote eco-friendly systems, and ensure profitability without compromising the planet.
Adding to the discourse, Prof. Uduak Joseph, Professor of Marketing, University of Uyo, challenged brand custodians to adopt a mindset of progressive, society-oriented marketing.
“After satisfying your customers, what happens to society?” She asked. “Sustainable marketing requires us to think about the legacy we leave behind. It’s about building a better future, not just increasing market share today.”
She urged marketing leaders to integrate ethical and environmentally responsible practices into their brand identity and operations, stressing that doing so not only strengthens brand loyalty but also aligns with the expectations of the emerging generation of value-conscious consumers.
Delivering his welcome address, Mr. Idorenyen Enang, Council Chairman and President of the National Institute of Marketing of Nigeria (NIMN), emphasized that the theme of the conference is both timely and essential in light of growing environmental challenges. He reaffirmed the importance of synergy between academia and industry, noting that the symposium offers a vital platform for scholars to contribute meaningfully to evolving conversations in marketing and sustainability.
Also speaking, Sir Efedi Jellily, Chairman of the Event and Conference Planning Committee, stated that modern marketing must go beyond transactional goals.
“Marketing is not just about selling. It’s about serving. It’s about how brands treat people, the environment, and society,” he said. “ESG has become the new compass for value creation, guiding us to build brands that are not only profitable but also purposeful.”
He reaffirmed the Institute’s commitment to bridging the gap between academia and industry, stating that the symposium offers a vital platform for intellectuals and practitioners to collaborate on sustainable solutions for marketing challenges.
The first day of the conference also featured robust participation from students and faculty members across various Nigerian tertiary institutions, reinforcing NIMN’s commitment to youth inclusion and academic engagement in shaping the profession.
A notable highlight of the event was the induction of new members into the Institute, including both associate and full members, a testament to the growing interest in professional marketing practice anchored on modern and responsible frameworks.
The NIMN Annual Marketing Conference continues over the next two days, with more sessions expected to delve deeper into ESG-related trends, innovation in digital sustainability, and brand leadership for future generations.
