PAAU Professor Ogbadu Advocates Ethical Marketing, Social Responsibility to Address Poverty, Insecurity
Professor Elijah Ebenehi Ogbadu, at PAAU’s 25th Inaugural Lecture, advocates ethical and social marketing as tools to tackle poverty, insecurity, unemployment and other social vices in Nigeria.
ANYIGBA, Kogi State
Professor Elijah Ebenehi Ogbadu of the Department of Marketing, Prince Abubakar Audu University (PAAU), Anyigba, has called for the adoption of ethical marketing, social responsibility and strategic marketing practices as part of broader efforts to tackle poverty, insecurity, unemployment and other social challenges confronting Nigeria.
Professor Ogbadu made the call on Tuesday, August 11, 2026, while delivering the 25th Inaugural Lecture of Prince Abubakar Audu University, titled “Marketing, A Societal Saviour: Charting the Course for Future Nigeria,” at the University Auditorium, Anyigba.
The lecture examined the evolving role of marketing beyond conventional commercial activities, with the academic arguing that marketing, when guided by ethical principles and a commitment to societal welfare, could provide practical approaches to addressing some of Nigeria’s most pressing social and economic challenges.
According to him, marketing has moved beyond the traditional concerns of selling and distribution to become a broader philosophy focused on understanding human needs, creating value and improving the quality of life of consumers and society.
He stressed that while profit remains an important indicator of business success, it should not become the sole objective of business activities.
Professor Ogbadu maintained that organisations must earn and sustain public trust by placing consumers and the wider society at the centre of their operations, while ensuring that the value they create translates into meaningful benefits for stakeholders.
He identified poverty, corruption, bad governance, insecurity, drug abuse, poor healthcare, cultism, communal and ethno-religious conflicts, unemployment, examination malpractice, electoral malpractice and unethical business practices among the challenges undermining Nigeria’s development.
He noted that the consequences include loss of lives and property, economic constraints, hunger, deprivation, inflation, declining social values, health challenges, disunity and growing distrust in public and private institutions.
Against this backdrop, the don argued that marketing could be deliberately applied beyond the commercial space to understand social problems, influence behaviour and develop sustainable solutions.
Social marketing as tool for behavioural change
Professor Ogbadu explained that social marketing seeks to influence behaviour primarily for the benefit of individuals, communities and society, rather than for the commercial interests of the marketer.
He said the approach could be deployed to encourage self-employment, promote public health and road safety, discourage hard drug use and address gambling, alcoholism, cybercrime, prostitution and other harmful behaviours.
He also stressed the importance of marketing ethics, which he described as involving honesty, transparency, fairness, responsibility, trust and good moral conduct in dealing with consumers and other stakeholders.
The lecturer urged marketers and organisations to shun deceptive advertising, false claims, adulterated products, unfair pricing, environmental pollution and other practices capable of undermining public confidence.
He equally advocated the rebranding of Nigeria to promote discipline, good moral conduct and a positive national image, stressing that national development requires contributions from both government and citizens.
While government, he said, has the responsibility of providing an enabling and inclusive environment through effective governance, citizens must obey laws, promote social harmony, invest in their personal development and contribute to the nation’s human capital.
Professor Ogbadu also identified transformational leadership and followership as important ingredients for national development.
He called on leaders to demonstrate integrity, accountability, transparency, unity and discipline, while urging citizens to participate actively in civic processes, support positive leadership and provide constructive feedback.
Ogbadu seeks grants for graduates, countermarketing against crime
As part of his recommendations, the Inaugural Lecturer called for the adoption of marketing principles and practices as a nationwide undertaking aimed at improving customer satisfaction, societal welfare and national development.
He advocated increased use of social marketing to promote good health, entrepreneurship, innovation, technology, moral conduct, economic growth and sustainable development.
He also urged stronger enforcement of ethical standards across government agencies, schools, banks, hospitals, private organisations, religious institutions and other sectors.
Professor Ogbadu further called for the provision of business grants to young graduates as a means of reducing unemployment and poverty, while advocating the use of countermarketing approaches to discourage kidnapping, banditry, insurgency, terrorism, violence, drug abuse and other forms of criminality.
He urged stakeholders to make quality a central consideration in the planning and delivery of infrastructure, healthcare, manufacturing, communication, information, services and workforce development.
According to him, applying marketing principles beyond the commercial environment would enable policymakers and institutions to better understand social needs, manage demand, influence attitudes and deliver value in ways that support sustainable development.
PAAU VC hails lecture’s relevance to Nigeria’s challenges
Earlier, the Chairman of the Inaugural Lecture Committee, Professor S.S. Arogba, congratulated Professor Ogbadu on the academic milestone and commended his contributions to scholarship, particularly in Business Administration and Marketing.
The Vice-Chancellor of PAAU, Professor Salisu Ogbo Usman, described the 25th Inaugural Lecture as another significant milestone in the University’s academic history.
Professor Usman noted that the lecture was the eighth inaugural lecture delivered since his assumption of office on February 11, 2026, as the University’s sixth substantive Vice-Chancellor.
He said the sustained pace of intellectual engagements reflected the growing research culture and academic vibrancy of the institution.
The Vice-Chancellor commended Professor Ogbadu for connecting academic knowledge with the realities confronting society, noting that marketing should not be reduced to advertising, branding, promotion and sales.
He said properly conceived and ethically practised marketing should connect human needs with appropriate solutions, facilitate meaningful exchanges and promote societal wellbeing.
Professor Usman noted that the subject of the lecture was particularly relevant to Nigeria’s current economic realities, including declining purchasing power, unemployment, production challenges, consumer distrust and the need for sustainable development.
He said a marketing philosophy built around genuine value creation, consumer welfare, ethical conduct and responsiveness to societal needs could help rebuild public confidence and stimulate productive economic activities.
The Vice-Chancellor also commended the Chairman and members of the Inaugural Lecture Committee for their commitment and meticulous organisation of the lecture series.
He reaffirmed the University’s commitment to excellence in teaching, research, innovation and character development.
The event culminated in the presentation of an inaugural lecture certificate, plaque and medal to Professor Ogbadu.
The lecture was attended by members of the University Governing Council, Management and Senate, academic and non-teaching staff, students, scholars from other institutions, traditional and religious leaders, as well as other distinguished guests from within and outside the university community.