Corporate business institutions all over the world have come
to terms with the need to always give back to the society in
which they operate for the sustenance of their growth and
enhanced profitability. Corporate Social Responsibility has
consequently become the hallmark of business success that
cannot be underestimated. CSR as it is often referred to is
a set of standards to which a company subscribes in order to
make its positive impact on the society.
The evolution of CSR in Nigeria like some developing
countries is particularly traceable to explorative
industries such as oil, mining, or even manufacturing
industries sponsor projects for their host communities to
remedy the pernicious effect of their activities on the
people and the environment. CSR provides a wide spectrum of
packages meant to benefit host communities educationally,
socially, culturally, etc. There are instances of
multinationals who build roads, bridges, award scholarships
to students in host communities, among other things. But
with the passage of time, CSR has now become a buzz word
utilised by some corporate profiteers not only for the
purpose of maintaining social relationship equilibrium, but
for marketing or sales promotion purposes.
Notwithstanding the benefits which the society could derive
from thriving bisinesses, the extent to which some of these
companies take their marketing promotions initiative is
quite absurd and capable of jeopardising the long term
ethical development of our nation.
It is a thing of regret that the media industry is a major
culprit in this show of shame as they provide their
platforms for such actions.
Almost all media houses have now been hijacked by these
corporate bodies whose only concern is to promote “gambling”
or “get rich quick” in the name of bonanzas, musical shows,
comedy and other light- hearted programmes that catches the
fancy of most Nigerians, old and young alike. Under
different entertainment shows, our youths are being
orientated to think that all you need to excel is to be an
actor, comedian, dancer or a “showman”. This made me to
share the fears of an analyst who recently reviewed this
shenanigan and concluded that if care was not taken our
country would soon become a nation of mediocres and
shallow-minded people.
Whilst this writer does not in any way undermine the
benefits of entertainment and the need to provoke artistry
particularly in the younger generation, a situation where
these have now become the central focus by those companies
leaves much to be desired. The professionals saddled with
branding or corporate promotions needs to know that there
are acceptable rules of moderation that are required of all
corporate promotions and this must be adhered to strictly.
Granted that corporate business institutions are driven by
profit motivation anchored on good mage and patronage,
consideration should be given to long term national interest
and ethical values. One is convinced that some of those
companies with foreign origins are constrained by certain
laws in their countries from such unbridled marketing drive.
Wonder why they want to turn Nigeria into a theatre of
absurdity!
It is time for appropriate government and regulatory
authorities to rise up to the challenge of screening
promotional content and strategies of companies to avert
total erosion of the nation’s already shifting ethical and
moral values. It is better and more acceptable for companies
to encourage Nigerians, especially the younger generation in
the area of educational and scientific development as
obtained in upwardly mobile countries of the world.
Responsible corporate citizens will surely see the need to
focus on assisting in the upliftment of the content and
value of the youth. Countries such as United Kingdom, Japan,
Germany have moved to the realm of knowledge based economy
relying heavily on intellectual resources and scientific
development. This feat did not come by flight. It was
achieved through the harmony of all forces, including
business and government, to achieve the lofty goal. Nigeria
operates within a global context and we must begin to think
and work towards that direction.
Tope Adaramola
is a Public Affairs commentator based in Lagos.
24, Olamiko Street, Dopemu, Lagos
Published
December 2nd, 2010
