Sustainability messaging in digital marketing : Engaging consumers through personalized communication
Elomaa, Johanna (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120833567
https://urn.fi/URN:NBN:fi:amk-2025120833567
Tiivistelmä
The aim of the study was to examine how three companies operating in Finland, Kesko, VR Group, and Vattenfall, personalize sustainability communication in digital channels. Personalization refers to targeting content based on customer data and preferences. The goal is to make messages relevant to the customer without compromising privacy or consuming excessive resources.
Key findings indicate that personalization is primarily implemented through email, mobile applications (including push notifications), and logged-in website usage. Personalization enhances the credibility and relevance of messages, which improves the customer experience and fosters engagement. Examples include purchase history-based reports and benefits in the K-Ruoka app, VR’s CO₂ reports via email and app (compared to, for example, kilometers driven), and Vattenfall’s energy consumption tracking and carbon footprint reporting, which help customers optimize their electricity usage.
The theoretical framework of the study is based on digital marketing, personalization, customer engagement, and sustainability frameworks, including Corporate Social Responsibility (CSR), Triple Bottom Line (TBL), and Environmental, Social, and Governance (ESG).
The research method was a qualitative case study, with data collected from public sources (websites, social media, newsletters, and apps). The analysis was conducted through content analysis and comparison.
Conclusions and recommendations suggest that companies invest in channels where personalization is applicable: email, mobile apps, and push notifications, as well as logged-in website usage. Sustainability communication is grounded in the company’s sustainability strategy and must also ensure data protection and transparency in data processing. Messages should be tested and optimized based on insights to ensure relevance without over-targeting.
Key findings indicate that personalization is primarily implemented through email, mobile applications (including push notifications), and logged-in website usage. Personalization enhances the credibility and relevance of messages, which improves the customer experience and fosters engagement. Examples include purchase history-based reports and benefits in the K-Ruoka app, VR’s CO₂ reports via email and app (compared to, for example, kilometers driven), and Vattenfall’s energy consumption tracking and carbon footprint reporting, which help customers optimize their electricity usage.
The theoretical framework of the study is based on digital marketing, personalization, customer engagement, and sustainability frameworks, including Corporate Social Responsibility (CSR), Triple Bottom Line (TBL), and Environmental, Social, and Governance (ESG).
The research method was a qualitative case study, with data collected from public sources (websites, social media, newsletters, and apps). The analysis was conducted through content analysis and comparison.
Conclusions and recommendations suggest that companies invest in channels where personalization is applicable: email, mobile apps, and push notifications, as well as logged-in website usage. Sustainability communication is grounded in the company’s sustainability strategy and must also ensure data protection and transparency in data processing. Messages should be tested and optimized based on insights to ensure relevance without over-targeting.