Russian Federation
VAK Russia 5.2.3
VAK Russia 5.2.4
VAK Russia 5.2.5
VAK Russia 5.2.6
VAK Russia 5.2.7
UDC 339.138
The article examines the evolution of marketing as a strategic driver of ESG transformation of companies in the context of the formation of a new economic paradigm characterized by the integration of environmental, social and managerial factors into business processes. The relevance of the study is due to the radical transformation of marketing strategies in response to increasing public demands for environmental and social responsibility of business, as well as the formation in the Russian Federation in 2023-2025 of an integrated regulatory system for ESG communications, including national standards for assessing business reputation (ECG rating, KPI rating) and recommendations to prevent greenwashing (techniques, which create a deceptive impression for the buyer about the environmental friendliness of the company's product) . Based on the analysis of scientific literature and empirical data, the key role of ESG marketing as a mechanism for integrating the principles of sustainable development into the business models of companies and the formation of long-term competitive advantages is substantiated. The analysis shows that ESG marketing is evolving from a tactical promotion tool to a strategic competitive factor that generates long-term brand value and consumer loyalty. The study reveals the systemic nature of the relationship between ESG communications and business results, demonstrating the quantitative effects of ESG statements on companies' revenue, including a 16% increase in sales of products with eco-friendly packaging and a 7% increase in revenue for products with ESG statements compared to products without such statements. The paper systematizes modern approaches to ESG marketing, identifies key drivers (growth of consumer demand for environmentally friendly products, formation of a regulatory environment, digitalization) and barriers (high cost of greening, shortage of qualified personnel, risk of greenwashing) of its development, and proposes the author's concept of integrating ESG principles into companies' marketing strategies, including strategic ESGpositioning, verifiable communications, integration of ESG into the customer path, reputational risk management and performance evaluation system. The practical significance of the research lies in the development of recommendations for the formation of effective ESG marketing strategies in the context of the transformation of the Russian regulatory environment and changing consumer preferences.
ESG marketing, sustainable development, ESG transformation, greenwashing, corporate social responsibility, marketing strategies, competitiveness, responsible consumption
1. 23% vseh agentstv i brendov ispol'zovali v prodvizhenii grinvoshing. — Tekst : elektronnyy // Sostav.ru. — 2023. — 25 aprelya. — URL: https://www.sostav.ru/publication/grinvoshing-60188.html (data obrascheniya: 08.07.2026).
2. 33 mlrd rub. na ustoychivoe razvitie: prichiny h8 rosta byudzhetov s 2018 goda. — Tekst : elektronnyy // RBK Kompanii. — 2025. — 17 sentyabrya. — URL: https://companies.rbc.ru/news/u6yZfDCsUL/33-mlrd-rub-na-ustojchivoe-razvitie-prichinyi-h8-rosta-byudzhetov-s-2018-goda/ (data obrascheniya: 08.07.2026).
3. Avagyan, A. A. Risk grinvoshinga: razvitie ESG-komplaensa nefinansovoy otchetnosti kak sredstva predotvrascheniya riska / A. A. Avagyan, L. H. Botasheva. — Tekst : elektronnyy // Vestnik evraziyskoy nauki. — 2025. — № 3S. — URL: https://cyberleninka.ru/article/n/risk-grinvoshinga-razvitie-esg-komplaensa-nefinansovoy-otchetnosti-kak-sredstva-predotvrascheniya-riska (data obrascheniya: 08.07.2026).
4. Beloborodova, A. L. Issledovanie otnosheniya molodogo pokoleniya k otechestvennym i zarubezhnym brendam odezhdy / A. L. Beloborodova, O. V. Martynova, A. V. Shafigullina. — Tekst : neposredstvennyy // Vestnik Rossiyskogo ekonomicheskogo universiteta imeni G.V. Plehanova. — 2025. — T. 22, № 6 (144). — S. 244-253. — DOI:https://doi.org/10.21686/2413-2829-2025-5-244-253.
5. Vederni, I. V. ESG: tri bukvy, kotorye menyayut mir : doklad NIU VShE / I. V. Vederni, K. I. Golovschinskiy, M. I. Davydov, B. B. Pet'ko, M. S. Sabirova, S. V. Terskov, E. A. Shishkin. — Moskva : Izdatel'skiy dom Vysshey shkoly ekonomiki, 2022. — 138 s. — ISBN 978-5-7598-2659-0.
6. Vidov, E. Ustoychivost' stala instrumentom prodazh / E. Vidov. — Tekst : elektronnyy // Kommersant'. — 2026. — 14 aprelya. — URL: https://www.kommersant.ru/doc/8588529 (data obrascheniya: 08.07.2026).
7. Glazov, I. A. Logistika mezhdunarodnyh perevozok zerna v bedneyshie strany s uchetom ESG-podhoda / I. A. Glazov, E. I. Pavlova. — Tekst : neposredstvennyy // Ustoychivoe razvitie: geopoliticheskaya transformaciya i nacional'nye prioritety : materialy XIX Mezhdunarodnogo kongressa. — Moskva : Moskovskiy universitet imeni S.Yu. Vitte, 2023. — T. 1. — S. 129–138.
8. Golik, V. Aspekty ustoychivogo razvitiya, ESG i marketing / V. Golik. — Tekst : elektronnyy // Nauka i innovacii. — 2025. — № 7. — S. 33-39. — DOI:https://doi.org/10.29235/1818-9857-2025-7-33-39.
9. GOST R 71198-2023. Indeks delovoy reputacii sub'ektov predprinimatel'skoy deyatel'nosti (EKG-reyting). Metodika ocenki i poryadok formirovaniya EKG-reytinga otvetstvennogo biznesa : utverzhden i vveden v deystvie Prikazom Rosstandarta ot 29 dekabrya 2023 g. № 1765-st. — Tekst : neposredstvennyy.
10. Dve treti potrebiteley v SShA zhdut ot biznesa sohraneniya ESG-povestki. — Tekst : elektronnyy // Kommersant'. — 2026. — 13 aprelya. — URL: https://www.kommersant.ru/doc/8587571 (data obrascheniya: 08.07.2026).
11. Efimova, O. V. ESG-reytingi: aktual'nye problemy formirovaniya i ispol'zovaniya / O. V. Efimova. — Tekst : elektronnyy // Vestnik Akademii znaniy. — 2023. — № 4 (57). — URL: https://cyberleninka.ru/article/n/esg-reytingi-aktualnye-problemy-formirovaniya-i-ispolzovaniya (data obrascheniya: 08.07.2026).
12. ESG v Rossii: trendy i vyzovy 2025 goda. — Tekst : elektronnyy // Zhurnal «Strategiya». — 2025. — URL: https://strategyjournal.ru/analytics/esg-v-rossii-trendy-i-vyzovy-2025-goda/ (data obrascheniya: 08.07.2026).
13. Itogi ot NRF: kak biznesu usilit' konkurentosposobnost' za schet vybora marketingovoy strategii. — Tekst : elektronnyy // AdIndex. — 2025. — 16 dekabrya. — URL: https://adindex.ru/publication/analitics/search/2025/12/16/340780.phtml (data obrascheniya: 08.07.2026).
14. Kak ESG vliyaet na prodazhi na marketpleysah: issledovanie Better. — Tekst : elektronnyy // Rambler/finansy. — 2026. — 13 aprelya. — URL: https://finance.rambler.ru/business/56303733-kak-esg-vliyaet-na-prodazhi-na-marketpleysah-issledovanie-better/ (data obrascheniya: 08.07.2026).
15. Kazhdyy 3-y tovar na marketpleysah — s ESG-kleymom. I on prodaetsya luchshe. — Tekst : elektronnyy // AX Digital. — 2026. — 6 marta. — URL: https://axdigital.ru/blog/esg-marketplejsy-kazhdyj-tretij-tovar-prodazhi-better-2025/ (data obrascheniya: 08.07.2026).
16. Kapranova, L. D. ESG-transformaciya kak paradigma ustoychivogo razvitiya ekonomiki Rossii / L. D. Kapranova, O. A. Polischuk. — Tekst : elektronnyy // Vestnik evraziyskoy nauki. — 2023. — T. 15, № 3. — URL: https://esj.today/PDF/18ECVN323.pdf (data obrascheniya: 08.07.2026).
17. Kiril'chuk, S. P. ESG-transformaciya kak ekonomicheskiy imperativ: podhody teorii predprinimatel'stva i innovaciy / S. P. Kiril'chuk, E. V. Nalivaychenko. — Tekst : neposredstvennyy // Sovremennaya konkurenciya. — 2026. — T. 20, № 1. — S. 109–126. — DOI:https://doi.org/10.37791/2687-0657-2026-20-1-109-126.
18. Kompanii po vsemu miru vrut ob ekologichnosti svoih produktov. Chto takoe grinvoshing i zachem biznes obmanyvaet lyudey? — Tekst : elektronnyy // Lenta.ru. — 2025. — 11 marta. — URL: https://lenta.ru/brief/2025/03/11/green/ (data obrascheniya: 08.07.2026).
19. Kotler, F. Marketing 3.0: ot produktov k potrebitelyam i dalee – k chelovecheskoy dushe / F. Kotler, H. Kartadzhayya, A. Setiavan. — Moskva : Eksmo, 2011. — Tekst : neposredstvennyy.
20. Magomedova, G. M. Transformaciya marketinga v kontekste principov ESG / G. M. Magomedova. — Tekst : neposredstvennyy // Vestnik Rossiyskogo ekonomicheskogo universiteta imeni G.V. Plehanova. — 2024. — T. 21, № 6 (138).
21. Margolin, A. M. Riski, vyzovy i mehanizmy ESG-transformacii sistem upravleniya / A. M. Margolin, I. V. Vyakina. — Tekst : neposredstvennyy // MIR (Modernizaciya. Innovacii. Razvitie). — 2022. — T. 13, № 3. — S. 352–368. — DOI:https://doi.org/10.18184/2079-4665.2022.13.3.352-368.
22. Mishacheva, E. S. Ekologicheskiy marketing / E. S. Mishacheva. — Tekst : neposredstvennyy // Byulleten' nauki i praktiki. — 2023. — T. 9, № 3. — S. 295–299.
23. Morozova, A. ESG v Rossii v 2025 godu: transformaciya povestki, vyzovy i novaya upravlencheskaya logika / A. Morozova, P. Savel'eva. — Tekst : elektronnyy // EcoStandard.journal. — 2025. — 9 oktyabrya. — URL: https://journal.ecostandard.ru/esg/ustoychivoe-razvitie/esg-v-rossii-v-2025-godu-transformatsiya-povestki-vyzovy-i-novaya-upravlencheskaya-logika/ (data obrascheniya: 08.07.2026).
24. Semenova, N. N. ESG-transformaciya rossiyskih kompaniy v interesah ustoychivogo razvitiya / N. N. Semenova. — Tekst : neposredstvennyy // Ekonomika. Nalogi. Pravo. — 2023. — T. 16, № 3. — S. 57–65. — DOI:https://doi.org/10.26794/1999-849X-2023-16-3-57-65.
25. Standart delovoy reputacii: EKG-reyting mozhet stat' mezhdunarodnym. — Tekst : elektronnyy // HSE Daily (NIU VShE). — 2024. — 30 sentyabrya. — URL: https://daily.hse.ru/post/standart-delovoi-reputacii-ekg-reiting-mozet-stat-mezdunarodnym (data obrascheniya: 08.07.2026).
26. FAS Rossii. Rekomendacii po nedopuscheniyu grinvoshinga v marketingovoy kommunikacii : utverzhdeny 22 oktyabrya 2024 g. — Tekst : elektronnyy. — URL: https://fas.gov.ru/documents/689713 (data obrascheniya: 08.07.2026).
27. Federal'nyy zakon ot 3 avgusta 2018 g. № 280-FZ «Ob organicheskoy produkcii» (s izmeneniyami, vstupivshimi v silu 1 sentyabrya 2024 g.). — Tekst : neposredstvennyy.
28. El'kanov, R. A. ESG-marketing v transportno-logisticheskom sektore Rossiyskoy Federacii kak faktor otraslevoy konkurentosposobnosti / R. A. El'kanov. — Tekst : elektronnyy // Vestnik evraziyskoy nauki. — 2025. — T. 17, № 6. — URL: https://esj.today/PDF/100ECVN625.pdf (data obrascheniya: 08.07.2026).
29. Vlad, V. C. ESG Marketing Model: a New Paradigm to Understand the Impact / V. C. Vlad, F.-A. Luca. — Text : direct // Sea – Practical Application of Science. — 2020. — Vol. VIII, Issue 22, No. 1. — P. 85–89.
30. Minakov A.V. Koncepciya cifrovogo marketinga: novye podhody k ispol'zovaniyu marketinga v cifrovoy ekonomike / Minakov A.V., Suglobov A.E. // Voprosy regional'noy ekonomiki. 2023. № 1 (54). S. 41-48.
31. Statistical toolkit for assessing the financial security of regions / Dianov D.V., Suglobov A.E., Kuznetsova E.I., Rusavskaya A.V., Minakov A.V. // International Journal of Engineering and Technology (UAE). 2018. T. 7. № 3.15. S. 230-232.
