Abstract

This case is about Nigeria-based Access Bank’s model of sustainability-as-strategy. The case elaborates on the various sustainable banking initiatives the Bank took toward building a brand that connected with the people. The Karlsruhe Award winning bank started focusing actively on sustainable banking in 2002 when it committed itself to following sustainable banking practices. The prime two questions guiding the Bank constantly toward a sustainability-centric strategy and practice were: (1) How can sustainability improve brand perception? (2) How can sustainability reduce business and operation risks? The Bank played a pivotal role in drafting the first ever Nigerian Sustainability Banking Principles, which were brought into effect by the Nigerian Central Bank. Its sustainable banking practices helped Access build an emotional connect with its audience as a vehicle to build its brand equity. The Bank took every opportunity to connect, educate, and transform its customers and potential customers on its sustainable banking and financial practices. The case elaborates on the role of Access Bank in addressing sensitive and pressing issues like inclusiveness in banking, women empowerment, environmental concerns, and economic concerns, through its sustainability strategy. It also offers insights into Access Bank’s principles and the initiatives it took toward building an environmentally and economically sensitive sustainable organization.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Appraise the value-based model of Access Bank
• Evaluate the sustainability maturity model of Access Bank
• Appraise the role of corporate strategy in practicing sustainable banking.

Keywords

Access Bank, Nigeria, Values-based business, Sustainability Maturity Model, Sustainability as corporate Strategy, Sustainable banking, Sustainability – brand perception, Inclusiveness