Abstract
Ensuring financial security is currently not only a task of financial management, but also an interdisciplinary problem that requires taking into account marketing, environmental and social factors. At the same time, sustainable marketing tools are considered as a potentially effective lever for increasing economic sustainability and reducing risks. However, in practice, the integration of sustainable approaches into marketing activities is associated with a number of pitfalls – from superficial ESG compliance to the lack of effective models for assessing the impact of marketing decisions on financial security. The purpose of the article is to develop a comprehensive approach to managing the financial security of enterprises based on sustainable marketing tools, to determine the management capabilities for their implementation and to identify traps that hinder the effective implementation of ESG principles in marketing policy. The object of the study is the processes of forming and supporting the financial security of an enterprise in the context of the transformation of marketing strategies on the basis of sustainable development. Research hypothesis. The introduction of ESG-oriented marketing tools allows not only to reduce financial risks, but also to increase the level of financial stability of the enterprise, however, the effectiveness of such an approach is limited by the lack of clear indicative models, risk assessment systems and control over the results of the impact. Methods used in the study: to achieve the set goal, the methods of GAP analysis (to identify gaps in the implementation of sustainable marketing), structural and functional analysis were used, and an indicative ESG panel was built and an analytical model for assessing the impact of ESG marketing on the financial security of the enterprise was developed, taking into account scenario modeling of risks. Presentation of the main material. As a result of the study, key factors that shape the financial security of the enterprise in the context of sustainable marketing were identified, in particular, transparency of communications, environmental responsibility, social reputation, digital tools of sustainable branding. A mechanism for integrating ESG approaches into the marketing strategy, taking into account a risk-oriented assessment system, was proposed. A formalized model for quantitative assessment of the impact of ESG marketing on financial stability has been constructed, which includes risk weights, sustainability indicators, and scenarios of changes in the external environment. Typical “traps” of ESG integration have been substantiated: greenwashing, short-term approach to KPIs, cost orientation without assessing long-term benefits. Originality and practical significance. The analytical model and ESG panel proposed in the article allow enterprises to adapt marketing strategies to the requirements of sustainable development, taking into account the needs of financial security. The practical value lies in the possibility of using the results of the study to audit marketing activities, build early warning systems for financial risks, and transform brand policy towards sustainable solutions. The originality of the work lies in the combination of risk management and ESG marketing methodologies to build an integrated approach to financial security. Research conclusions. The implementation of ESG-compliant sustainable marketing is a promising management tool for ensuring the financial security of enterprises. The results obtained allow us to recommend the use of an ESG indicator panel and an analytical model of the impact of sustainable marketing in corporate governance for enterprises operating in high-risk environments. The results can be used in research activities, as well as in consulting practice and corporate analytics.
Keywords
financial security, sustainable marketing, greenwashing, «green trap», ESG indicators
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