In recent times, Nigeria has witnessed a curious shift in the culture of charity. Rather than the wealthy focusing their philanthropic efforts on those in dire need, we increasingly see acts of “generosity” directed at their fellow elites, entertainers, politicians, and other high-profile individuals who are far from destitute. What once might have been considered benevolence now often appears as a calculated performance, a spectacle crafted for attention, and a glaring contradiction to the very essence of charity.

In its truest sense, charity is an act of giving with the intent to uplift the underprivileged. It seeks to bridge the gap between the haves and the have-nots, a gesture of kindness that addresses pressing societal inequalities. However, recent events in Nigeria paint a different picture.

Consider the viral episodes where celebrities gift luxury cars, expensive watches, or cash to their equally wealthy peers. For instance, a popular Nigerian singer recently surprised another celebrity with a N100 million. Prior to the foregoing case, he was among other celebrities who contributed more than N60 million for a controversial celebrity who was caught in the web of Nigeria’s law, sparking widespread applause on social media. While such gestures might be celebrated within their circles, they raise a fundamental question: How does this help the struggling masses who can barely afford the next meal?

The political class is not left out. Many governors and public officials have taken to awarding lavish gifts to wealthy individuals during public events. At a time when ordinary Nigerians face skyrocketing inflation, unemployment, and economic despair, these ostentatious displays of “charity” seem tone-deaf.

The evolution of social media has exacerbated this trend. Platforms like Instagram and Twitter have become stages for the wealthy to showcase their generosity, not to the underprivileged, but to their equally affluent friends. Each gift is carefully documented, shared, and hyped online, with fans applauding the magnanimity of their idols.

But is it truly charity if it comes with a spectacle? The essence of giving lies in humility and the genuine desire to make a difference. When acts of giving are performed for public applause or to sustain a carefully curated image of affluence and generosity, they lose their authenticity.

Nigeria is currently grappling with one of its most challenging economic periods. It is no more news that Nigeria in a World Bank report was said to have over 133 million Nigerians living in multidimensional poverty. Hunger, lack of access to healthcare, poor education, and unemployment are everyday realities for many. Yet, these pressing issues seldom attract the attention of the wealthy when they choose to “give.”

For instance, the billions of naira that could transform lives in rural areas are instead spent on lavish birthday parties, with luxury hampers handed out to fellow elites as party favors. Imagine the impact if just a fraction of those funds were directed toward building schools, funding healthcare, or setting up skill acquisition centers in underserved communities.

Philanthropy, when done right, has the power to transform societies. A shining example are the works of Aliko Dangote, Theophilus Danjuma, Tony Elumelu, Jim Ovia and Folorunso Alakija  Also philanthropists like Mike Adenuga, Abdul Samad Rabiu, Emeka Offor, Femi Otedola and Mohammed Indimi have done much in terms of charity to be applauded and recognized in a special way.

Contrast the foregoing with the trend today, where charity is no longer about impact but impression. The wealthy must be reminded that their giving should align with the needs of society. What use is a multimillion-naira car to a celebrity already driving a fleet of luxury vehicles when thousands in their community cannot afford basic transportation?

The Nigerian public, too, bears some responsibility for perpetuating this trend. By celebrating these ostentatious displays, society inadvertently encourages the wealthy to continue this cycle of misplaced charity. The applause should go to those who build homes for the homeless, sponsor education for the underprivileged, and create opportunities for economic empowerment.

Public figures like Tony Elumelu and Aliko Dangote, who have established foundations to address critical societal issues, offer examples of meaningful philanthropy. While their efforts may not garner as much social media clout as gifting a Rolex to a celebrity, they leave an indelible mark on society.

The fixation on public displays of wealth masquerading as charity reveals a deeper issue within Nigeria’s elite culture: a disconnect from the realities of the common man. In a nation where the majority struggle to survive, these acts of self-serving “generosity” are not just insensitive; they are a betrayal of the social contract that should bind all Nigerians.

True charity is not about elevating one’s social status or winning applause. It is about uplifting the downtrodden, addressing societal inequities, and building a more inclusive future. Anything short of this is merely an act of showoff, an exercise in vanity masquerading as virtue.

The solution lies in redefining what it means to give. Nigerian elites must understand that the greatest impact comes from targeting their resources where they are most needed. Initiatives like creating job opportunities, improving access to education, and investing in healthcare infrastructure have a far-reaching and sustainable impact on society.

Civil society, religious institutions, and media must also play their part in reshaping the narrative. The culture of glorifying empty displays of wealth should be replaced with one that celebrates impactful giving.

In fact, it is imperative for the government to incentivize genuine philanthropic efforts. Tax breaks for donations to credible charities, public acknowledgment of impactful projects, and collaborations with the private sector can encourage more meaningful contributions.

As Nigeria grapples with its many challenges, the role of the wealthy in shaping a better future cannot be overstated. However, that future will not be built through spectacles of gifting among the affluent. True charity lies in uplifting the poor, empowering the powerless, and addressing the pressing needs of society. Anything less is not an act of charity but a carefully staged performance, designed to impress, not to impact.

The question remains: Will Nigeria’s wealthy elite rise to the occasion and redefine their giving culture, or will they continue to squander opportunities to make a real difference? For the sake of the millions living in poverty, one hopes they choose the former.