Head of Marketing and Media Relations at Electroland Ghana, one of the country’s leading consumer electronics dealers, Adiza Ibrahim, has urged corporate bodies and small-to-medium enterprises (SMEs) to design and implement corporate social responsibility (CSR) initiatives that deliver meaningful impact rather than serve as attention-grabbing tactics.
Speaking on the topic ‘Purpose & Profit – Building Brands that Drive Impact,’ at the NextGen Opportunities Forum 2025, she emphasised the importance of authenticity in corporate giving.
Mrs. Ibrahim emphasised that CSR should place society at the centre of business strategy and be closely aligned with a company’s values and capabilities.
She stressed that measuring the outcomes of public relations (PR) and CSR campaigns is essential to ensure interventions help intended beneficiaries and strengthen stakeholder trust, rather than merely generating short-term visibility.
“Businesses must not be identified only as profit-making entities, and corporate purpose should extend beyond balance sheets to tangible societal value. We at Electroland begin our CSR initiatives from within by giving our customers discounts and loyalty rewards that are unlimited.
“Also, in times of crisis like the Akosombo Dam spillage, we partnered with some other ognisations to donate numerous electrical equipment and gadgets from our brands that the victims would require in such a critical time. So, the interventions met a specific purpose and were highly appreciated,” she said.
She argued that SMEs must ensure their CSR initiatives are within their capacity, but must be well-targeted and impactful, irrespective of the quantity.
The marketing expert further urged organisations to begin CSR engagement with their clients and immediate communities, building relevance and sustained goodwill from those who already interact with the brand.
Mrs. Ibrahim highlighted that well-defined flagship CSR initiatives serve as focal points that demonstrate a company’s long-term commitment to social good.
While companies should be willing to respond to public crises, disasters, and urgent social events, she warned against indiscriminate trend-chasing. “Crisis responses and trend-based actions must be targeted, timely, and consistent with the organisation’s brand vision. Jumping into trends can be appropriate in times of public need, but it must always be targeted and in alignment with your brand values.”
Touching on the sustainability of CSR initiatives, she argued that long-term CSR programmes must be feasible and within the brand’s capacity to deliver.
Ambitious projects that extend beyond an organisation’s resources risk failure and can damage credibility. Hence, she recommended planning initiatives that are scalable, well-resourced, and built for measurable, lasting impact.
Electroland Ghana reaffirms its commitment to purposeful CSR initiatives with its Akyedea Kesea giveaway, which features across-the-board price reductions on electronics and appliances aimed at supporting communities, deepening client relationships, and reflecting the company’s core values.
NextGen Opportunities Forum
The NextGen Opportunities Forum 2025 successfully convened over 200 participants at the British Council Ghana, marking a decade-long journey of idea-sharing and youth empowerment that began with TEDxLabone, evolved through TEDxAccra and Africa Dialogues, and has now matured into one of Africa’s most anticipated platforms for the next generation of leaders.
Founded by Emmanuel Leslie Addae, the Forum celebrated 10 years of creating spaces where young Africans can connect, learn, and take action. This year’s theme, “Ideas to Impact – Powering the Next Generation”, reflected a powerful commitment to turning dialogue into tangible opportunities for change.
The event featured seven dynamic panels, 4 keynote speeches, and 2 special performances – creating a high-energy mix of thought leadership, storytelling, and creative expression.
Participants included entrepreneurs, policymakers, creatives, development partners, students, and private sector leaders. Networking breaks were intentionally designed to foster collaboration, with several attendees reporting new partnerships, mentorship commitments, and business connections formed on the day.
Media Coordinator, NextGen Opportunities Forum, Nabil Ahmed Rufai, highlighted that the forum achieved its primary goal of moving from ideas to actionable steps as post-event surveys revealed that 87 percent reported gaining practical insights they could apply immediately to their work or studies, whilst multiple commitments were made to host follow-up workshops, mentorship sessions, and cross-border collaborations.
