Beyond Profit: How brands are driving justice in a changing world
By Mofeoluwa Awe
In today’s world, a brand is more than just a logo or a product, it’s a statement. Consumers no longer judge businesses solely by what they sell but by the values they represent. The question is no longer if brands should engage in social justice but how they can do it authentically.
As the world observes World Social Justice Day, it’s a reminder that businesses have the power to shape society in ways that go beyond profit margins. Gone are the days when corporate social responsibility was just a box to tick.
Today, leading brands are embedding fairness, equity, and inclusion into the very DNA of their business. Whether it’s through ethical labor practices, inclusive advertising, or sustainability efforts, brands that take a stand are no longer just selling, they’re making an impact.
In Nigeria, some brands are stepping up in powerful ways. First Bank of Nigeria has long championed financial inclusion, ensuring that even the most underserved communities have access to banking services. By supporting small businesses, especially women-led enterprises, the bank is breaking down economic barriers and creating opportunities where they’re needed most. Then there’s MTN Nigeria, a brand that understands that digital access is no longer a luxury but a necessity. Through initiatives like the MTN Foundation’s ICT & Business Skills Training, they’re equipping young Nigerians with digital skills, ensuring that access to the online world isn’t just for the privileged few.
Beyond Nigeria, some of the world’s biggest brands are proving that business and activism can go hand in hand. Nike’s “Equality” campaign took a bold stance on racial justice, using its massive platform to spark global conversations. Ben & Jerry’s has built its identity around activism, consistently advocating for climate justice, and fair labor practices. Even payment platforms like PayPal have stepped in, blocking transactions that fund hate groups while supporting financial equity for underrepresented communities. It’s not just about doing the right thing, it’s also smart business. Consumers, especially Gen Z and Millennials, expect brands to take meaningful action.
A 2023 Edelman survey found that 63% of consumers buy or boycott brands based on their stance on social issues. Today, silence isn’t just neutrality, it’s complicity.
So, how can brands move beyond performative activism and create real change? Companies like Access Bank prioritize diversity in leadership, ensuring that representation isn’t just a tagline but a reality. Fashion brands like Tunde Owolabi Studios promote ethical sourcing, proving that African craftmanship can be both beautiful and fair.
Flutterwave make financial services more accessible, reducing barriers for small businesses and entrepreneurs. The future belongs to brands that understand that success isn’t just measured revenue but in real world impact. The companies that will thrive are those that ask themselves not just, how much did we sell? But how much did we change?
As we celebrate World Social Justice Day, one question lingers: Is your brand just making profits, or is it making a difference? What is your brand doing to drive social justice?
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