ESG PRINCIPLES AND SUSTAINABLE DEVELOPMENT GOALS:
A MARKETING ASPECT

Yurii CHAPLINSKYІ

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orcid.org/0000-0002-1912-4447

Olena BOZULENKO

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orcid.org/0000-0002-1825-4936

DOI: http://doi.org/10.34025/2310-8185-2025-2.98.09

Keywords: ESG principles, environmental principles; social principles; corporate governance: sustainable development.

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Summary

The article explores the integration of ESG principles into corporate marketing strategies within the framework of the UN Sustainable Development Goals (SDGs). It analyzes the role of marketers in shaping environmentally conscious, socially responsible, and ethically governed business practices. The relevance of the topic is grounded in the increasing influence of brands on public awareness amid global challenges – including climate crises, social inequality, and institutional fragility. The paper argues that marketing is not only a tool for product promotion but a channel for conveying values that support sustainable development. The study presents the connection between ESG-based strategies and SDGs 1–17, with examples of successful campaigns in poverty reduction, inclusive education, green agriculture, emissions reduction, and institutional transparency.

The research summarizes international case studies (TOMS, Unilever, Ecosia, Greenpeace) and Ukrainian practices (Svitla Systems, DTEK, WWF Ukraine), showing how marketing rooted in ethical messaging contributes to social transformation. Three core ESG marketing approaches are identified: sustainable, social, and ethical marketing. The article demonstrates that value-based communication, transparent reporting, and collaboration with civil society organizations enhance customer loyalty and build brand trust. In conclusion, the study emphasizes the need for developing metrics to evaluate ESG communication effectiveness (e.g., KPIs) and suggests directions for further interdisciplinary research, particularly in the areas of sustainable branding, Behavioral Economics, and ESG literacy. The findings underline the strategic importance of marketing in advancing sustainability and achieving long-term competitive advantage.

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Biographies of authors:

Yurii CHAPLINSKYІ,

Chernivtsi Institute of Trade and Economics of SUTE

Candidate of Economic Sciences, Associate Professor

Associate Professor Department of Management, Marketing and Logistics

Olena BOZULENKO,

Chernivtsi Institute of Trade and Economics of SUTE

Candidate of Economic Sciences, Associate Professor

Associate Professor Department of Management, Marketing and Logistics

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