KEPRO Overview On Role of Media in Driving Responsible Business and Consumer Accountability:



The media plays a powerful role in shaping responsible business practices and consumer accountability, as seen in the work of James Odongo, CEO of Kenya Extended Producer Responsibility Organisation.
Through strategic use of traditional and digital platforms, Odongo has leveraged media to raise public awareness on environmental responsibility. Campaigns promoting the message “my waste is my responsibility” have educated consumers on proper waste management, recycling, and sustainable living. This demonstrates how media can influence attitudes and drive behavioural change at the grassroots level.

Media exposure has also strengthened corporate accountability. By highlighting the principles of Extended Producer Responsibility (EPR), KEPRO uses media to pressure companies to take responsibility for the full lifecycle of their products, including post-consumer waste. Public scrutiny encourages businesses to comply with environmental regulations and adopt ethical practices to protect their reputation.

In addition, media enhances transparency by providing a platform for sharing data, progress, and compliance efforts. This builds trust between businesses, regulators, and the public, while ensuring that companies remain answerable for their environmental impact.
Furthermore, media narratives championed by Odongo promote sustainable business models, positioning environmental responsibility as a long-term investment rather than a cost. This encourages innovation in recycling, eco-friendly packaging, and circular economy practices.
In conclusion, the work of James Odongo and KEPRO illustrates that media is not just a communication tool, but a catalyst for accountability—empowering consumers and compelling businesses to act responsibly for a sustainable future.

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