A professor of Marketing, Elijah Ebenehi Ogbadu, has advocated the adoption of ethical marketing, social responsibility and strategic practices as critical tools for tackling poverty, insecurity, unemployment and other social challenges confronting Nigeria.

Prof. Ogbadu made the call  Wednesday 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.

He stated that marketing has evolved beyond its traditional role of selling and distribution into a broader philosophy focused on improving quality of life and promoting long-term societal wellbeing.

He said marketing practitioners are not only responsible for identifying consumer needs but also for shaping organisations to deliver value in ways that enhance both customer satisfaction and societal progress.

The professor stated that while profit remains a key indicator of success, it should be viewed as a by-product of effective service delivery rather than the sole objective of business activities, maintaining  that organisations must build credibility and public trust by placing the interests of customers and society at the centre of their operations.

Prof. Ogbadu identified major social challenges in Nigeria to include poverty, corruption, insecurity, unemployment, drug abuse, poor healthcare, cultism, communal conflicts and unethical business practices, noting that these issues have continued to undermine national development.

He added that the consequences of these challenges range from loss of lives and property to economic stagnation, rising inflation, social disunity and declining confidence in institutions.

In his address, the vice-chancellor of the university, Prof. Salisu Ogbo Usman, described the lecture as a significant milestone in the institution’s academic history and commended Prof. Ogbadu for linking academic scholarship with real societal concerns