Sustainability and Profit Can Coexist, Say Marketing Experts Amid Lagos Plastic Ban

As Lagos State intensifies its crackdown on single-use plastics (SUPs), marketing professionals argue that businesses can remain profitable while fully complying with environmental regulations.

In interviews with industry experts, the consensus is clear: sustainability does not have to come at the cost of profitability, rather, it can serve as a long-term growth strategy.

The Lagos State government recently announced stricter enforcement of its SUP ban, sparking concerns from the business community.

The Manufacturers Association of Nigeria (MAN) voiced opposition, warning that the ban could harm plastic producers and cost thousands of jobs.

But marketing experts say this fear is misplaced.

Tony Agenmonmen, former president of the National Institute of Marketing of Nigeria (NIMN), believes Nigerian businesses must undergo a mindset shift. “I don’t think making a profit and being sustainable are in conflict,” he said. “It’s just a reorientation. Perhaps we’re starting late, but Rwanda has done it successfully.”

Agenmonmen warned that environmental neglect has long-term consequences — including for the same businesses resisting regulation.

“When plastics block drainages and create health hazards, even your employees are affected,” he said.

“Eventually, it leads to increased costs in public services and taxes. It’s a cycle.”

He also criticized recurring calls for policy delays, particularly in Lagos. “This discussion has been going on for years. The government has done enough sensitisation. It’s time to implement it fully,” he stated.

While manufacturers worry about immediate losses, marketers stress the bigger picture: businesses thrive when society thrives. “If the environment collapses, there’s no market left to sell to,” said one branding consultant who backed the state’s stance.

Agenmonmen believes marketers have a leadership role to play in pushing sustainability. “Preserving the environment should not be a debate about profits. Yes, you can dump plastics today and make quick money. But if your operations contribute to long-term environmental damage, that isn’t sustainable for your company or the country.”

He therefore urged marketers to lead from the front, championing practices that align with future-focused business models.