ESG Marketing: Trends and Current Practices

Abstract

This paper explores the evolving landscape of Environmental, Social, and Governance (ESG) marketing, a key driver of sustainable and responsible business strategies. It highlights prominent trends such as regulatory shifts, consumer demand for sustainability, technological advancements, social justice initiatives, and the rising concerns about greenwashing. A detailed analysis of current practices, including sustainability reporting, stakeholder engagement, and impact measurement, is presented alongside case studies of leading companies such as Unilever, Microsoft, and Tesla. The paper concludes with future directions for ESG marketing, emphasizing transparency, innovation, and collaboration.