Professional Evaluation of Corporate Social Responsibility Communication Strategies of Nigerian Fast-Moving Consumer Goods Companies

Corporate social responsibility communication has become a significant dimension of brand management for fast-moving consumer goods companies in Nigeria, yet its strategic sophistication and stakeholder resonance varies considerably across the sector. This study professionally evaluated the CSR communication strategies of selected FMCG companies operating in Nigeria. A professional evaluation design was adopted, combining structured interviews with 15 CSR and communications managers from five major FMCG companies (Unilever Nigeria, Nestle Nigeria, Nigerian Breweries, Dangote Industries, and Flour Mills of Nigeria) with document analysis of CSR reports, social media content, and community engagement records from 2020 to 2023. Evaluation dimensions included strategy alignment with business objectives, stakeholder segmentation quality, channel selection for CSR messaging, community authenticity, and measurement frameworks. Results showed that all five companies maintained formal CSR communication programmes, but only two had documented theories of change linking CSR activities to measurable social outcomes. Social media CSR communication was prioritised over community-level engagement by four companies, creating credibility gaps with local beneficiary communities. Employee communication about CSR activities was rated as inadequate in three organisations, missing internal stakeholder engagement opportunities. Reporting transparency varied significantly, with two companies providing independently verified social impact data and three relying entirely on self-reported figures. The study recommends that FMCG companies adopt stakeholder-specific CSR communication strategies with independent impact measurement and that the Nigerian Stock Exchange strengthen ESG reporting requirements for listed companies.

Keywords: CSR communication, FMCG companies, corporate communication, Nigeria, stakeholder engagement