Sustainable Marketing in a Time of ESG washing
Meheut, Lea (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051411566
https://urn.fi/URN:NBN:fi:amk-2025051411566
Tiivistelmä
The purpose of this study was to identify the challenges of Environmental, Social, and Governance (ESG) washing and to find sustainable marketing strategies that companies can implement to overcome these challenges. The study focused on analyzing the ESG washing and its different types, their effects on consumer behavior, and the regulatory measures implemented to face them.
The study used a qualitative research methodology. There were three different case studies of three remarkable companies: H&M, PepsiCo, and The Body Shop. These case studies highlighted examples of greenwashing, social washing, and genuine sustainable marketing practices. The analysis has shown that while companies like H&M and PepsiCo have encountered criticism for lying about their sustainability claims, The Body Shop has succeeded in implementing authentic sustainability efforts into its business practices and values.
The results of this thesis emphasizing transparency, accountability, and a holistic approach to sustainability are significant in building consumer trust and a long-term brand value.
The author recommends that companies choose genuine sustainability initiatives. In addition, to align their marketing strategies with their sustainability efforts, companies can adopt transparent and responsible practices through their campaigns, communication, and globally their brand value.
The study used a qualitative research methodology. There were three different case studies of three remarkable companies: H&M, PepsiCo, and The Body Shop. These case studies highlighted examples of greenwashing, social washing, and genuine sustainable marketing practices. The analysis has shown that while companies like H&M and PepsiCo have encountered criticism for lying about their sustainability claims, The Body Shop has succeeded in implementing authentic sustainability efforts into its business practices and values.
The results of this thesis emphasizing transparency, accountability, and a holistic approach to sustainability are significant in building consumer trust and a long-term brand value.
The author recommends that companies choose genuine sustainability initiatives. In addition, to align their marketing strategies with their sustainability efforts, companies can adopt transparent and responsible practices through their campaigns, communication, and globally their brand value.