THE ROLE OF MARKETING IN ACCELERATING RENEWABLE ENERGY INVESTMENT, INNOVATION AND INCLUSIVE LEADERSHIP

Abstract

The global energy transition has reached a critical inflection point where the primary constraint is no longer technological feasibility but market viability. Despite possessing 60% of the world's best solar resources, Africa accounts for only 1% of global installed solar PV capacity (IEA, 2023). This paper interrogates the strategic role of marketing in resolving this paradox. Moving beyond the traditional view of marketing as promotion, this paper reframes marketing as a market-creation mechanism that de-risks capital, accelerates diffusion of clean energy innovations, and institutionalizes inclusive leadership. Using a conceptual synthesis of signaling theory (Spence, 1973), diffusion of innovation theory (Rogers, 2003), and stakeholder theory (Freeman, 1984), and drawing on case evidence from Nigeria's renewable energy sector, the study develops the 3I Marketing Framework - Investment, Innovation, and Inclusive Leadership. Findings show that marketing accelerates investment through demand aggregation and investor confidence building; accelerates innovation through benefit-based positioning, pricing innovation, and trust-building; and accelerates inclusive leadership through gender- intentional branding, localized communication, and community ownership narratives. The paper concludes with a curriculum and research agenda for marketing educators in Africa.