Marketing as a driver of ESG transformation

Alsu Nabieva

doi:10.29039/2409-6024-2026-14-6-501-517

VAK Russia 5.2.1 UDC 339.138 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

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MARKETING AS A DRIVER OF ESG TRANSFORMATION Marketing as a driver of ESG transformation

АА Аа

Published in Russian Journal of Management · Volume 14, Issue 6 · Pages 501–517 · Rubric: Marketing and management

DOI: https://doi.org/10.29039/2409-6024-2026-14-6-501-517

Received: 12.07.2026 Accepted: 13.07.2026 Published: 23.07.2026

Authors

Alsu Nabieva

Academic degree: doctor of economic sciences

Science rang: professor

Russian University of Cooperation Rector · Moscow

ABSTRACT

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.

KEYWORDS

ESG marketing, sustainable development, ESG transformation, greenwashing, corporate social responsibility, marketing strategies, competitiveness, responsible consumption

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GOST

Nabieva A. R. Marketing as a driver of ESG transformation // Russian Journal of Management. 2026. no. 6. pp. 501-517. DOI: https://doi.org/10.29039/2409-6024-2026-14-6-501-517. (Date of access 10.10.2026).

MLA

Alsu Nabieva. "Marketing as a driver of ESG transformation." Russian Journal of Management 14.6 (2026): 501-517. DOI: https://doi.org/10.29039/2409-6024-2026-14-6-501-517.

APA

Nabieva A. R. (2026). Marketing as a driver of ESG transformation. Russian Journal of Management, 14(6), 501-517. https://doi.org/10.29039/2409-6024-2026-14-6-501-517

Chicago

Alsu Nabieva. "Marketing as a driver of ESG transformation." Russian Journal of Management 14, no. 6 (2026): 501-517. https://doi.org/10.29039/2409-6024-2026-14-6-501-517.

WIKI

{{cite journal | author = Nabieva A. R. | title = Marketing as a driver of ESG transformation | journal = Russian Journal of Management | year = 2026 | volume = 14 | issue = 6 | pages = 501-517 | doi = 10.29039/2409-6024-2026-14-6-501-517 }}

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