Nigeria Customs Service and Elegantly Redefining the Concept of CSR
As Henry Ford once said, “A business that makes nothing but money is a poor business.” His words remind us that the true measure of a business’s success lies not solely in its profit margins, but also in its positive impact on society.
In the context of the Nigerian Customs Service (NCS) that goes beyond regulating trade, the NCS embraces Corporate Social Responsibility (CSR) as a vital principle to creating an impact on Nigerian society through diverse CSR initiatives.
CSR is now an essential part of a company’s strategy. It is no longer an optional practice but a fundamental element of an organization’s operations. As rightly put by popular Irish businessman Niall FitzGerald, “CSR is a hard-edged business decision. Not because it is a nice thing to do or because people are forcing us to do it… because it is good for our business.”
This shows that CSR is not just about managing, reducing and avoiding risk, it is about creating opportunities, generating improved performance, making profits and leaving the risks far behind.
CSR as a Strategic Imperative
CSR is no longer a luxury; it is a strategic necessity for businesses that want to thrive in the long term. Globally, consumers, investors, and employees are increasingly demanding that companies should operate in a responsible and sustainable manner. CSR is one of the best initiative that can help businesses to attract and retain top talent, improve customer loyalty, and mitigate reputational risks.
It has emerged as an essential aspect of a company’s strategy, enabling it to gain a competitive edge and attract socially-conscious consumers.
One context where CSR can be critically examined is community relations, where organizations strive to demonstrate their commitment to being good neighbors and deserving community support.
Such endeavors go beyond mere marketing strategies; they can lead to multifaceted positive outcomes. It is important to recognize that the term “community” in this context extends beyond just the immediate neighbors of a business.
The NCS has revamped its CSR strategy to align with the government’s development agenda, build strong community relationships, enhance its reputation, and boost employee engagement and productivity.
Community relations as the foundation of CSR
Building strong relationships with key stakeholders, businesses can better understand their needs and expectations tailor to CSR initiatives that have a real impact. Effective community relations also helps to build trust and credibility, which is essential for CSR success.
By aligning CSR with community engagement, businesses can achieve positive outcomes that extend far beyond mere reputation building.
One example of a business that has successfully integrated CSR and community relations is the Nigeria Customs under the leadership of Ag. Comptroller General of Customs, Bashir Adewale Adeniyi. Adeniyi’s exemplary efforts have redefined the role of CSR within the NCS.
Community Relations as the Context for CSR
CSR, traditionally seen as a means to enhance a company’s reputation or, at the very least, without harming its profits, has undergone a transformation in recent years. It now encompasses a broader perspective, including the creation of social capital and other non-financial benefits.
The term “community” in the context of CSR extends beyond just the immediate neighbors of a business. In the case of industrial concerns like the NCS, the community consists of a wide range of stakeholders, including citizens, NGOs, and government agencies
Three Categories of “Good Neighbors”
To understand the complex landscape of CSR within community relations, we can categorize organizations into three types of “good neighbors.”
Profit Preservation: Some organizations adhere to the basic view that CSR should not compromise profits. Their primary goal is to maintain their financial bottom line while engaging in CSR initiatives that do not harm their profitability.
Profit Enhancement: Doing good can actually increase profits. CSR can be use as a strategic tool to gain a competitive edge and attract socially-conscious consumers. This approach suggests that CSR is not just a cost but an investment in long-term success.
Social Capital Generation: A more advanced perspective acknowledges that higher CSR standards may not immediately boost profits or dividends. Instead, they contribute to the accumulation of social capital, which can yield various payoffs beyond the financial gains.
This approach prioritizes ethical responsibility over immediate financial gain. The impact of CSR on the market varies depending on the industry and the specific CSR initiatives in place. However, CSR can be beneficial in a number of ways, including:
Improved reputation: CSR can help businesses to build a positive reputation, which can lead to increased customer loyalty and employee engagement.
Reduced risk: CSR can help businesses to reduce risks, such as reputational damage and regulatory sanctions.
Increased profits: CSR can lead to increased profits in the long term by helping businesses to attract and retain customers, employees, and to reduce costs.
The Shift from CSR to Responsible Business Strategy
Business wise, CSR is evolving into a more comprehensive concept known as Responsible Business Strategy (RBS). It’s implied that businesses must move beyond viewing CSR as mere community relations and a discretionary practice. Instead, they must integrate corporate governance, sustainability, environmental responsibility, and community engagement into their core business strategies.
By embedding responsibility into their business strategies, companies have the opportunity to become forces for good. In an increasingly competitive environment, this can serve as a powerful differentiator and a sound business decision. If doing good aligns with business interests, then CSR cannot be considered discretionary.
The Adeniyi’ leadership Commitment to CSR
Leaders who are passionate about CSR can inspire their employees to embrace responsible business practices and make a positive difference in the world. Adeniyi is a prime example of a leader who is driving CSR excellence within the service.
I was not surprised when he said, “the service has a responsibility to support and assist communities where they operate and carry out their mandates.” The acting CGC is playing an important role in reinvigorating CSR programs within the NCS.
Adeniyi as many obsereved, learned from the words of Sir Josiah Stamp, an English industrialist and economist, who said, “It is easy to dodge our responsibilities, but we cannot dodge the consequences of dodging our responsibilities.”
His vision aligns with the belief that the NCS should give back to society as an appreciation for the support it receives in fulfilling its core mandates.
One exemplary initiative undertaken by the CCG was a visit to Customs Primary School, Barnawa, as part of his efforts to promote education through the Customs’ Social Program.
During his visit, he assessed the condition of the school with the intent to renovate it. This act reflects the commitment of the NCS, under Adeniyi’s leadership, to create a conducive atmosphere for teaching and learning.
Similarly, the Custom chief extended his support to Dorian Home in Akure, Ondo State, an orphanage home for charity and social development. He emphasized the NCS’s responsibility to support and assist communities where they operate.
He noted that NCS will be committed to provide the Home with financial and logistical assistance owing to its capacity to accommodate almost a thousand children.
He said, “We’ve seen that this place has capacity for almost a thousand kids, so they need to feed them, they need to clothe them, and they need to provide them medicaments”.
He saw it as an opportunity to make a real difference and acknowledged the NCS’s responsibility to support and assist communities where it operated.
“So in any of these areas periodically, we would be looking at our stores, and we would be sending off those kind of items that can assist them to achieve the objectives for which this kind of homes are set up”, he added.
He emphasized that CSR wasn’t just about corporate image or financial gain; it was about touching lives, making a tangible impact, and leaving an indelible mark on the community.
The Vision for Education
The commitment of Adeniyi didn’t stop there. He pledged to support the establishment of Customs primary and secondary schools nationwide. This visionary step came after a meeting with the Customs Officers’ Wives Association (COWA) delegation, led by Mrs. Kikelomo Adewale Adeniyi.
In the word, “Education is the key to unlocking a brighter future. We must invest in the education of our children, ensuring they have access to quality learning environments.”
The convergence of CSR and community relations has given rise to a new era of corporate responsibility. The service under the new boss is demonstrating the transformative potential of CSR initiatives that extend beyond profit motives.
Adeniyi’s commitment to education, community support, and responsible business strategy signifies the positive impact that CSR can have on both an organization and the society it serves.
From Community Relations to National Security
Adeniyi’s efforts extend beyond corporate boardrooms and reach deep into the heart of border communities. His engagement with traditional rulers in these regions highlights the significance of community relations in achieving national security and regulatory goals. He recognizes the broader impact of the NCS’s actions on local communities through CSR and community engagement, transcending the conventional boundaries of corporate responsibility and leaving a lasting impact on society.
The CCG has assured that the service will continue to prioritize community relations in border areas to re-smoothen the discharge of the Service’s constitutional mandates.
He gave the assurance when he received members of the Senate’ 7-man ad-hoc Committee on Customs and Excise, led by Senator Francis Ade Fadahunsi, some few weeks ago.
The Customs Chief noted that NSC will soon implement a new pattern of community engagement with Nigerians through initiating strategic corporate social responsibility programmes, which, according to him, will prioritize their social stability, welfare and well-being in all ramifications.
He recalled how the Service has been sustaining a Secondary School in Idiroko for nearly three decades. He said, “In terms of being responsive to the needs of citizens, we will be requesting the kind support and understanding of the National Assembly to carry out such meaningful projects and reserve some slots of employment to the members of our host communities.”
He had often urged community members to see customs operatives as fellow Nigerians carrying out national duty within their communities.
The Result that set the Tone
He explained that the idea of engaging communities to secure Nigeria’s porous borders is already yielding a positive impact.
“We have since been engaging with our border communities to help them understand the challenge of securing their areas. So far, we are getting their buy in and support. And I have seen that play out in a number of places I visited,” Adeniyi said.
Speaking on enhancing community relations, the CGC said, “Moving forward, we will need your support to engage with members of the border communities in Borno, especially as the insurgency has been degraded. We will build on the good relationship that we have and leverage on it to re-establish a good relationship with Cameroon and, of course, the Southern part of Chad.”
During the visit to some border areas, Adeniyi pledged to review recruitment policies and enlist more individuals from border communities into the service, showcasing his adaptability and commitment to effective enforcement strategies.
According to him, border communities are vital to security agencies in the discharge of their duties as regards national security.
He stated, “One fair commitment we would like to give to you is that we will do better in recruitment with people in border communities in the NCS because we believe that they are stakeholders, and customs community relationship is stronger when you know that you have your sons and daughters in the NCS.
“We are also not unmindful of the fact that where we have this kind of critical operations, we should also be talking about the kind of corporate social responsibility programs that we are going to be doing in places like this.”
A Lesson for Public Relations
The CGC’s actions offer a valuable lesson for the field of Public Relations. His dedication to community engagement, education, and national security underscores the importance of PR extending beyond just managing reputation; it should be a strategic tool for building trust, fostering genuine connections, and driving positive change. Just like the words of John F. Kennedy, “Leadership and learning are indispensable to each other.”
Adeniyi has demonstrated that CSR is more than just a corporate buzzword. It is a transformative force that can uplift communities and create a brighter future for all. His journey is a testament to the power of purpose-driven CSR. He is deeply committed to making a positive impact on the lives of those around him, and his work has had a profound impact on the Nigerian people.
As we navigate the ever-evolving landscape of corporate responsibility, let us draw inspiration from leaders like Adeniyi. His story shows us that when CSR is done right, it can be a catalyst for positive change, both within and beyond corporate boundaries.
Kabir Abdulsalam is a Senior Staff Writer with Spokesperson’s digest, can be reach via: [email protected]
