Marketing Transformation in View of Esg Principles

Abstract

The article deals with an acute topic of using ESG-standards in business, and namely in designing marketing policy. The Environmental, Social and Corporate Governance (ESG) concept was studied and its parameters were identified. Specific business goals, which can be attained by using ESG were shown: to develop sustainable businessmodels, strengthen reputation, manage global challenges and create long-term values for society. The authors put forward principles of responsible consumption and carried out comparative analysis of conceptions of ESG and ESG in marketing. ESG-marketing implies a specific way of informing customers about important values of the company and its contribution to sustainable development by shaping valuable offer and spreading ESG-principles among customers. Certain groups of companies using ESG-marketing were demonstrated: ecological and social companies connected with healthy life style and industrial companies: all mining companies, automobile and aircraft industries. Benefits of using ESG strategies in marketing were enumerated.