Sustainable Living is About Making Conscious Choices.

Victoria-Aderonke Ekpenyong ( Vade ) is a dedicated lawyer and passionate ecopreneur committed to promoting sustainable living in Nigeria. With a focus on eco-friendly lifestyle products, Vade works to combat plastic pollution and foster environmental consciousness across the country. Through innovation and advocacy, Vade is dedicated to creating a cleaner, greener future for Nigeria.

Can you tell us the story behind The Eco Nigerian? What inspired you to start this movement?

In 2019, I had a personal Instagram account where I was known for the alternative aesthetics. I’ve always loved African-inspired or handmade items, like jewellery, and I learnt to make bags. I prefer handmade products because of the love and effort that goes into making them. My upbringing and family shaped my eco-friendly lifestyle and advocacy. We're modern, but we use traditional items like loofahs for bathing, local sponges for scrubbing pots, local hard white soap, and we make pot scrubbers with broken tiles. We didn't switch to plastics for everything.

I started as a blogger. During COVID-19, reduced human activity led to decreased waste disposal and a surprising resurgence of sea life. Inspired by this, I actively posted about sustainable living and reducing plastic waste. Watching a National Geographic documentary on turtles trapped in plastic nets triggered me to rant in a blog post. Then, the Holy Spirit nudged me from complaining to offering solutions. I started researching eco-friendly alternatives. I already used some, like bamboo toothbrushes and handmade soap, but I explored more options, considering single-use plastics and their environmental damage. When I launched The Eco Nigerian, I introduced products like coconut bowls, bamboo toothbrushes, loofahs, and pumice stones. We officially launched on July 1st, and our aim is to provide alternatives to plastic use in Nigeria.

What does sustainability mean to you, and how has that meaning evolved over time?

Sustainability goes beyond eco-friendly products. It's about practices that promote long-term usage and value. I advocate for sustainability in all aspects of life, not just in environmental terms. Whenever I'm making a purchase or investment, I ask myself: Will this last long-term? Will it remain relevant in 15 years? For me, sustainability is about making decisions that stand the test of time. Over time, my understanding of sustainability has evolved — it's no longer just about the products I use, but also about the decisions I make.

Were there any defining moments or challenges that shaped your journey as an eco-advocate in Nigeria?

In 2022, I considered closing my brand due to misunderstandings about our concept. People focused solely on the products and wanted them fast, often causing rushed orders. Some companies ask for eco-friendly products, and I explain that these products take time. They'd suggest importing from China to save time. This approach defeats the purpose of being eco-friendly, as it would increase carbon emissions. However, they'd prioritize appearances over actual sustainability.

I realized that some imported products claiming to be eco-friendly weren't entirely genuine, often containing harmful chemicals for a shinier appearance. As an eco-advocate in Nigeria, I faced moments of frustration and doubt, wondering if it was worth continuing. Like, let’s call it a day. After all, I can always survive on something else. But I persisted, knowing that there were still people who believed in our brand and message. And that kept me going — the conviction that our values mattered, even if not everyone shared them.

What are some of the biggest misconceptions people have about sustainable living?

Many people think living sustainably means eradicating plastic; that's unrealistic in today's world. While I'd love to see plastic eliminated, it's not feasible. Instead, focus on finding practical solutions. For example, if you're thirsty and buy bottled water, can you at least recycle the container? Or better still, reuse it. Like refilling the empty container with detergent — it's a simple way to reduce waste and even helps with portion control.

People often misunderstand sustainable living as requiring them to opt for entirely handmade products, which are usually expensive and impractical. However, sustainable living is about making conscious choices and exploring affordable options.

What are a few accessible ways young Nigerians — especially women — can begin their eco-conscious journey?

To start living sustainably, begin by making conscious choices about the products you use. Swap out unnecessary beauty and skincare products, especially those that can harm your body. Be mindful of the ingredients and potential health risks. For instance, some products have been linked to cancer, so it's essential to be aware of what you're putting on your skin. Pay attention to how your body reacts to certain products and research alternative, eco-friendly options. Use Google to check ingredients and look for safer alternatives.

Now, as a young girl, I am not saying you should swap out everything at once. That is very expensive. You can start with small swaps, such as switching to a wooden comb instead of plastic or eco-friendly personal care products. When it comes to clothing, opt for fabrics that are gentle on your skin and research dyes that are safer. Even everyday items like plates and slippers can be swapped out for more sustainable options, like handmade or eco-friendly alternatives. When you begin, don't feel guilty about using plastic when necessary, like getting takeout, but make an effort to use sustainable options at home, like glassware.

How do you balance the cultural, economic, and environmental challenges of promoting sustainability in Nigeria?

Convincing people to go eco-friendly isn't easy, so I take a different approach. I simply let it be known to everyone I reach, just like spreading the gospel. I share my passion with anyone who will listen, and those who are interested can learn more. I don't force it on people; some might not be ready, but that's okay. I've had people come and go, only to return months or years later, curious about our products. I promote sustainability in my own way, without ads or pressure. I built The Eco Nigerian from scratch, and it's a gradual process. I'm not rushing it; sustainability isn't about fast results. We're not running it like a fast fashion brand. It's organic, slow, and sometimes frustrating, but rewarding to see people learning and embracing the concept. When I started, many thought I was crazy, but I'm committed to this journey, and it's fulfilling to see people take notice.

Can you share a few eco-friendly practices or habits that are part of your daily life?

I'm a minimalist when it comes to products, and I'm not a big consumer. If it were up to me, I promise you, there wouldn't be many brands out there! I prefer handmade, eco-friendly products. For example, my skincare products are handmade… Fun fact: My best friend, who is now in Canada, owns a brand called Soap Bars. She used to make handcrafted soaps. Thankfully, she made all my soaps before she travelled. I also make my own body scrub and use a bamboo toothbrush, which I replace every three months. For body care, I use a loofah sponge.

When it comes to clothing, I prefer fabrics like linen and cotton, and I opt for more natural tones with less dye. If I have to wear satin, I research the quality of the satin being used. While I wear fast fashion brands occasionally, I'm particular about the fabrics I buy, especially in Ankara. I like to see and touch the fabric before buying, as I know of the potential harm caused by certain dyes. I'm conscious of the products I use daily and try to make informed choices.

As a woman leading a sustainability-focused platform, what unique strengths or perspectives do you think women bring to the climate conversation?

Women tend to be more sustainable in their lifestyle choices. Unlike men, who often make impulse purchases, women think more about long-term value. For instance, a woman might invest in glassware that will last for years, while a man might buy something because he likes it without considering its longevity. It’s just like my dad buying a different radio set every five days.

In Nigeria's eco-friendly space, women are leading the way. We have Gatherhouse, which only sells eco-friendly products, and the other brands, which are owned mainly by women, are doing great work in promoting sustainability. Women are also prominent in the international climate conversation, raising awareness about climate change and its impact. Women are doing a great job in this area, but our voices often go unheard. We must keep raising our voices and showing others that sustainable living is possible. Women are often more intentional about the products they use than men, like choosing eco-friendly soaps. Women are at the forefront of climate change advocacy, and we are doing a good job. It starts by gradually sensitizing our homes; then our efforts can inspire others to follow suit.

How can young women turn their passion for the environment into meaningful careers or advocacy work?

To start, identify your passion and what drives you. Are you passionate about spreading awareness, providing a product, or creating alternatives? Once you've clarified your goals, research your area of interest and connect with others in the field. You might be surprised to find others doing similar work, and building relationships with them is important. Understand your strengths and give yourself time to build a strong platform. The platform you choose will depend on your goals — for advocacy, LinkedIn or Twitter might be suitable, while Instagram and a website could work well for product-based businesses. If you're doing fieldwork, networking is key. Ultimately, whatever you choose to do, do it well. As the Bible says, "Whatever your hands find to do, do it with all your might."

Have you experienced any barriers or pushback as a woman in this space, and how did you navigate them?

Being that I’m a woman, people already undermine me. As a woman in this industry, I face challenges due to societal perceptions. Many people view my work as a hobby or just a means to survive, rather than a serious endeavor. Meanwhile, my male counterparts are often seen as the leaders of the movement. It's frustrating when people dismiss the value of eco-friendly products, like handmade soaps, simply because a woman is advocating for them. But when a man promotes the same idea, it's suddenly seen as innovative and worthy. I've noticed this difference in how people react to women versus men in business. Women are often expected to prove themselves more, while men are given more credibility. This can be discouraging, and it gives men an unfair advantage — they can build on women's ideas without putting in the same effort, and still receive more recognition. Despite these challenges, we're pushing forward and breaking those barriers.

How has The Eco Nigerian built a community around sustainability? What role does storytelling play in that?

I've been transparent about our products' origins, clearly indicating which ones are imported and which are handmade in Nigeria. Our community is built on transparency, so our customers know exactly what they're getting. I've also made a conscious effort to align with people of the same vision. One thing that destroys vision quickly is not being in alignment with people who share the same vision. When I started the brand, I connected with others who were working towards similar goals, and we supported each other by sharing our posts. Gradually, people started following the brand. As our community grew, I engaged with followers, asking if they liked what they saw and encouraging them to reach out with questions.

Over time, people started coming to us, interested in learning more about our products. In the past, I had a walk-in store—more like a studio — in Calabar, where people came to look around and explore our products without feeling pressured to buy. My goal was to create a space where people could ask questions and learn about the products, and I was happy to share my knowledge without expecting sales. Our community is centered around education and encouraging gradual, sustainable swaps.

Can you speak about a project or initiative you’re most proud of and the impact it had?

I have various projects, but I don't always document them. I'm more of a sponsor than a project developer. When approached about a project, I assess its mission and provide product support if it aligns with my values. I prefer to support initiatives that promote sustainability. I've sponsored several projects, including an annual program in Calabar focused on eco-friendly skincare, led by women. I also supported a program in Abuja targeting women in the beauty sector, providing products like cotton pads, facial pads, and bamboo combs. Additionally, I supported a program centered on children, providing toothbrushes. By sponsoring initiatives, I communicate the importance of sustainable living and show people how to start making changes. This approach often leads to people reaching out, having been gifted my products, and wanting to purchase them for themselves.

What does the future of sustainability in Nigeria look like through your lens?

I believe that in the next few years, we'll see a significant increase in sustainable living practices. As more businesses, including big brands, align with the sustainability movement, the message will spread further. When influential brands like Louis Vuitton adopt eco-friendly practices, it sets a trend that others will follow. In Nigeria, we're already seeing this shift in various industries, from fashion to oil and gas. For instance, if a major oil and gas company uses eco-friendly souvenirs and party favors at an event, their competitors will likely follow suit to avoid being seen as environmentally unfriendly. 

As the corporate world adopts sustainable practices, the awareness will trickle down to the social world, and more people will start living sustainably. I’d say Nigeria will make significant progress in sustainable living within the next 5 -10 years. And with the government already implementing policies to reduce plastic use. We just need more industry players to provide sustainable products to support this movement.

If you could speak to your younger self—or a young Nigerian woman trying to live consciously—what would you say?

I'd say to her, “swap out those products immediately.” I'd also advise her to be patient and not beat herself up over occasional plastic use — the guilt can be overwhelming. I'd tell my younger self not to feel guilty. And I'd remind her that it's great she's becoming aware of these issues now, and that's a positive step forward.

What’s next for The Eco Nigerian?

For The Eco Nigerian, I'm currently working on expanding our distribution channels by partnering with major retail companies that have stores in malls. This will make our eco-friendly products more accessible to people across Nigeria, eliminating the need to wait for direct shipments. Once we partner with these retailers, I'll be able to direct customers to specific locations where they can find our products. Whether they buy directly from me or from one of our retail partners, they can trust that the products are genuinely from Eco Nigerian. This partnership will increase our reach and make it easier for people to shop sustainably.

What an insightful conversation! Blending a law degree, a passion for sustainability, a desire to impact society, and entrepreneurship is quite the feat!

What stood out to you in this interview? Tell us in the comments!

To learn more about The Eco Nigerian, check out their Instagram. You can also connect with Victoria on Instagram.

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