THE FORMATION OF MARKETING TOOLS’ SET FOR IMPLEMENTING ESG STRATEGY IN AGRO-ENTERPRISES OF UKRAINE
Abstract
The article is dedicated to the issues of environmental, social, and governance (ESG) strategies in the modern business environment, emphasizing the importance of integrating these factors into corporate governance to ensure the long-term sustainability of companies. In particular, it highlights the role of marketing tools that help companies convey their values, enhance consumer loyalty, and attract new clients who value responsibility towards society and nature. The research identifies the main aspects of implementing the ESG strategy, including environmental and social responsibility, with marketing becoming an essential communication tool informing consumers about ecological initiatives and raising their awareness of the importance of sustainable development. Examples of marketing tool implementation are provided, including eco-labeling, product certification, and content creation that highlights the company's ESG strategies. It is argued that digital marketing tools, such as social media and content marketing, facilitate effective communication about social initiatives, strengthening the company's reputation and forming a positive corporate image. The article proposes the adaptation of marketing tools to the specifics of the agribusiness sector through several vital approaches: the implementation of sustainable production practices, localization of campaigns, the use of innovative technologies, and a focus on connecting with the end consumer. It is noted that 88% of publicly traded companies are already implementing ESG initiatives, and most consumers are willing to forgo products that do not meet environmental and social standards. The research emphasizes that integrating marketing tools into the ESG strategy enables agribusiness enterprises to meet consumer expectations and enhance their market competitiveness. Using such tools helps create effective communication about environmental, social, and governance initiatives, contributing to developing a sustainable business perceived as a socially responsible market participant.
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