Green Expectations: Unveiling women's role in Nigeria’s eco-future

Kasi Insight Sustainability tracker is an annual tracker that monitors the evolving dynamics of climate change, including changes in weather patterns. Available in 21 African markets, it provides insights for combating climate change and advancing environmental sustainability. Beyond its focus on climate dynamics, the tracker also monitors the sustainable factors influencing consumer purchasing decisions, aiding in the formulation of strategies that pave way for a greener future.

In February 2024, the tracker revealed a perceptible gap in how Nigerian women view business efforts against climate change compared to their male counterparts. Only 4% of women believe that businesses are making substantial strides in addressing climate concerns, a figure marginally lower than the 7% of men who hold the same view. This points to a broader skepticism, with 38% of Nigerians feeling that business efforts are minimal, and 42% considering them moderate. Remarkably, only a meager 6% of the population thinks businesses are adequately confronting climate change challenges.

Emphasis on waste reduction, packaging sustainability and ethical sourcing

When focusing on business transparency and environmental practices, Women rank waste reduction practices as their top concern at 41%, closely followed by men at 42%. Packaging sustainability is also a key issue, with 39% of women emphasizing its importance versus 42% of men. Energy efficiency is equally important to both genders, with 38% of women and 41% of men considering it a priority.

Supply chain transparency, which reveals the origins and lifecycle of products, is valued by 36% of women, demonstrating a significant interest in the ethical aspects of production. In comparison, the same percentage of men prioritize this aspect, suggesting a joint concern for corporate openness. Sustainable sourcing ranks equally for both genders at 38%, highlighting a shared commitment to responsible material and resource procurement.

When it comes to water conservation, women's concern is only slightly behind at 37% compared to 39% of men, indicating that while it's a significant issue, it competes closely with other priorities. The smallest gap appears in views on carbon footprint—34% of women are concerned about this issue, precisely mirroring the concern level of men. These insights reveal a slight variance in the emphasis placed on environmental issues between Nigerian women and men. While both express concerns over sustainability, women show a slightly lower percentage in most categories. However, the data suggests that both genders consider these issues critical, implying that businesses should craft gender-inclusive strategies while also recognizing the subtle differences in priorities.

There is a need for brands to adopt a proactive, transparent, and inclusive approach to sustainability

The data underscores the imperative for brands, particularly in Nigeria and similar markets, to adopt a gender-sensitive approach to sustainability and environmental responsibility. This involves tailoring communication and engagement strategies to better inform and involve women, who, despite currently exhibiting lower levels of support compared to men, demonstrate a significant willingness to advocate for sustainable practices. The demand for supply chain transparency and detailed environmental impact disclosures signifies the necessity for brands to be more open and educational about their sustainability efforts. This transparency, coupled with an emphasis on integrating sustainable practices such as waste reduction and eco-friendly packaging into core operations, can enhance brand perception and consumer preference.

Understanding the nuanced differences in sustainability perceptions between genders can guide brands in designing products and services that cater specifically to these concerns, thereby fostering gender-sensitive product innovation. Furthermore, engaging women through community-based programs and leveraging strategic partnerships focused on women's empowerment and environmental sustainability can amplify a brand's impact and credibility. Collectively, these strategies highlight a comprehensive approach for brands to not only contribute towards environmental conservation but also to forge stronger, more meaningful connections with their consumers, particularly women, who are pivotal to driving the shift towards a more sustainable and responsible business landscape.

Contact our team today to explore how our consumer intelligence can empower your decision-making process. Win with confidence with Kasi insight. https://www.kasiinsight.com

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