Sustainability has emerged as a significant focus for businesses globally. The concept entails adopting environmentally friendly and socially responsible practices that ensure long-term business viability. While many argue that sustainability can be a revenue and profit driver, there are concerns about its feasibility and profitability in Nigeria's business environment.

Adopting sustainable practices can significantly enhance a company's brand image, leading to increased customer loyalty and, subsequently, higher revenues. In Nigeria, companies like Dangote Cement have integrated sustainability into their operations, which has bolstered their reputation as responsible corporate citizens. Consumers are increasingly becoming aware and supportive of businesses that demonstrate a commitment to environmental and social causes.

Despite the potential benefits, the initial investment required for implementing sustainable practices can be substantial. Many Nigerian businesses, particularly SMEs, may struggle to bear these costs. Furthermore, the return on investment may not be immediate, leading some companies to deprioritize sustainability in favor of more pressing financial concerns.

Sustainability often involves optimizing resource use, which can lead to significant cost savings. For instance, reducing energy consumption through the use of renewable energy sources or improving waste management can lower operational costs. Nigerian Breweries, for example, has invested in solar energy to reduce its electricity bills and will have the potential to give more than 42% of the daytime energy needed for some of its operations. This will cut an estimated 84,758 tons of Carbon (IV) Oxide over the lifetime of the installation, ultimately saving money and reducing its carbon footprint.

However, the upfront costs for such initiatives can be prohibitive. Solar panels, energy-efficient machinery, and waste management systems require significant capital outlay. Moreover, there might be a lack of technical expertise and infrastructure in Nigeria to support these sustainable technologies, potentially hindering their widespread adoption.

Sustainability can open up new markets and attract investment. Globally, there is a growing pool of investors who prioritize Environmental, Social, and Governance (ESG) criteria. Nigerian companies that align with these criteria can access international funds and partnerships. For example, Nigerian agribusinesses that adopt sustainable farming practices may find it easier to export their products to countries with strict environmental regulations.

However, competing in international markets requires meeting stringent standards and certifications, which can be challenging and costly for Nigerian businesses. Additionally, the local market may not yet fully appreciate or reward sustainability, limiting the immediate benefits of such investments.

Implementing sustainable practices can help businesses comply with increasingly stringent environmental regulations and reduce the risk of penalties. The Nigerian government is gradually introducing more robust environmental laws, and businesses that proactively adopt sustainable practices can stay ahead of these regulatory changes, avoiding fines and operational disruptions.

Compliance with new regulations often requires substantial changes to existing processes and systems, which can be expensive and time-consuming. For many businesses, especially those operating on thin margins, these additional costs could be burdensome, outweighing the potential long-term benefits. This brings to the fore the challenges and limitations of the adoption of sustainability by businesses.

Nigeria faces significant economic and infrastructural challenges that can impede the adoption of sustainable practices. The high cost of sustainable technology, coupled with inadequate infrastructure such as unreliable power supply and poor waste management systems, makes it difficult for businesses to transition to sustainability.

These challenges present opportunities for innovation and entrepreneurship. Companies that can develop affordable and context-specific sustainable solutions stand to gain a competitive edge. Furthermore, investing in sustainability can drive infrastructure improvements, benefiting the broader economy.

Also, there is a general lack of awareness and education about the benefits of sustainability among Nigerian businesses and consumers. This lack of understanding can lead to resistance to change and slow adoption rates of sustainable practices.

Though, increasing awareness and education about sustainability is a gradual process, and progress is already being made. Initiatives by non-governmental organizations and international bodies are helping to spread knowledge and drive change. As awareness grows, so too will the demand for sustainable products and practices.

Furthermore, many Nigerian businesses prioritize short-term profits over long-term sustainability due to economic pressures and market volatility. This short-term focus can discourage investment in sustainability, which often requires a longer time horizon to realize returns.

While short-term profit focus is prevalent, businesses that adopt a long-term perspective can gain substantial benefits. Companies that have successfully integrated sustainability reports increased resilience and competitive advantage over time. For instance, Access Holdings, a leading corporation in Nigeria, has benefited from its long-term investments in sustainable business.

Lastly, Nigeria’s policy framework for sustainability is often fragmented and inconsistently enforced. This inconsistency can undermine efforts to adopt sustainable practices, as businesses may not see a clear or immediate benefit from compliance.

Strengthening policy frameworks and enforcement mechanisms can enhance the effectiveness of sustainability initiatives. Collaboration between the government, private sector, and civil society can lead to more coherent and supportive policies. Moreover, businesses that proactively adopt sustainable practices can influence policy development and set industry standards.

Sustainability holds significant potential as a revenue and profit driver for businesses in Nigeria. Enhanced brand image, cost savings, new market access, and regulatory compliance are compelling reasons for adopting sustainable practices. However, economic barriers, lack of awareness, short-term profit focus, and policy inconsistencies present substantial challenges.

A balanced approach, considering both the opportunities and the obstacles, is essential for businesses to adopt sustainability. By gradually integrating it into their operations and fostering a supportive ecosystem, Nigerian companies will not only contribute to environmental and social goals but also secure long-term profitability and growth.

Research & Advocacy Department,

Chartered Institute of Directors (CIoD), Nigeria

28, Cameron Road, Ikoyi, Lagos.