ПИТАННЯ ІНТЕГРАЦІЇ ESG КОНЦЕПЦІЇ У МАРКЕТИНГОВУ ДІЯЛЬНІСТЬ ПІДПРИЄМСТВ

Abstract

The article examines the main issues of integrating the ESG concept into the marketing activities of enterprises. The main components of the ESG concept are highlighted: environmental, social and management aspects. Three main stages of integration of the ESG concept into the marketing activities of the enterprise are distinguished: audit of the values of the enterprise brand (values are the basis of any brand of the organization, they are especially important when defining and forming views on ESG, therefore it is important to create a message that will correspond to the values of the organization and cause authenticity and organicity); analysis of the company's mission (a mission that reflects ESG principles can contribute to the formation of commitment and increase loyalty to the organization) and setting strategic goals (development of a vision and marketing plan that will include elements of corporate social responsibility, as well as guidelines for the development of the organization's brand in order to achieve goals ESG). It is emphasized that when implementing ESG concepts in marketing activities within the framework of the concept of sustainable development, it is important to avoid situations where marketing actions exceed the actual efforts of the enterprise in the field of sustainable development, as this can lead to reputational risks known as greenwashing. It is proposed to use the following approaches when applying the ESG concept to the marketing activities of enterprises: the use of a holistic communication plan with unique messages and content; development of a PR strategy for interaction with the external environment to create a positive image of the enterprise in the field of ESG; effective storytelling with a focus on results; the importance of personnel; use of affiliate programs. It has been established that the main goal of introducing the ESG concept into the marketing activities of enterprises is the formation of a unique niche for the enterprise on the market and in the awareness of consumers, based on the creation and consolidation of a positive image of the enterprise or its product, based on important aspects of the ESG concept and the use of sustainable development marketing tools. This approach is especially relevant in the conditions of an unstable environment, fierce competition and information overload.