Nigerian brands have been told to imbibe sustainability as a marketing strategy to attract conscious consumers, enhance brand loyalty and differentiate themselves in the market.

They were equally urged to build brands that are environmentally friendly, socially responsible, and economically viable for the long term.

Head, Corporate Affairs and Sustainability, Rite Foods Limited, Ekuma Eze, fielding questions from journalists during a recent guided tour of the firm’s factory in Ososa, Ogun State, he described sustainability as goldmine that can create jobs and generate more Returns on Investments (ROI).

It involves transitioning to energy sources and systems that minimise negative impacts on the environment, conserve natural resources, and support the well-being of current and future generations.

He added brands can leverage carbon emissions reduction, which refers to reducing greenhouse gas emissions from energy production and consumption to mitigate climate change.

Saying the value chain is huge, he added sustainability could also increase the nation’s Gross Domestic Product (GDP).

To Eze, “sustainability can lead to market differentiation. Everything you see out there is sustainability. So, you look at the environment. We are very careful about providing green areas.

“The green areas help in reducing emissions and provide the right environment for people.”

Speaking further, he added, brands could also maximise circularity part of sustainability. For instance, he said, ‘look at the area of recycling. Huge potential. Where you are, instead of allowing things to get into the drains, you can collect and recycle. Make the environment friendly and in the course of doing that, you are creating jobs.”