Societal marketing concept and energy poverty eradication: An evidence from Nigeria

Abstract

This article examines the societal marketing concept as a remedial measure for energy poverty in Nigeria. Energy poverty is a situation where individuals or households are not able to adequately heat or provide other energy services in their homes at affordable cost. Basic energy services are critical to ensure that communities do not suffer negative health impacts, do not become further entrenched in poverty and can maintain a good quality of life as well as ensuring financial outlay to assist households that require support. Whilst allowing for full competition in energy markets, government and regulators have a role to protect communities and prevent groups in the society from falling into energy poverty. Improving access to energy provides the holistic service to host communities for which governments are looking and supports broader economic and social development. This, in turn, secures the industry’s sustainable access to reserves and social license to operate, increasing revenue potential from existing and new revenue streams, facilitating risk management and supporting increased brand enhancement – increasing shareholder value in both the short and long terms. To effectively build on these leading examples and drive stepped change, a societal marketing approach championed by strong leadership is required. The societal marketing approach requires a mission to bring together leaders from government, business and civil society ‘to achieve a broad-based transformation of the world’s energy systems and build a more prosperous, healthier, cleaner and safer world for this and future generations’. The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices.