MANAGING FINANCIAL STABILITY AND ECONOMIC SECURITY THROUGH SUSTAINABLE MARKETING IN THE ESG PARADIGM’S

Abstract

The article reveals key aspects of managing the financial stability and economic security of enterprises through sustainable marketing tools in the context of the actualization of the ESG paradigm. The relevance of the study is due to the need to form long-term financial benefits and prevent economic risks in the context of modern global challenges of climate change, resource shortages, social instability and regulatory pressure. The purpose of the study is to develop a comprehensive model that allows to increase the level of financial stability of enterprises through the implementation of ESG principles in marketing activities. The research used methods of SWOT analysis, GAP analysis, scenario modeling, construction of an ESG indicator panel and an analytical index of the impact of ESG marketing on financial stability. As a result of the study, key gaps in the implementation of ESG principles in domestic companies were identified, a mechanism for implementing ESG marketing for risk management and financial stability was proposed, and an analytical model was built that allows assessing the financial stability of an enterprise taking into account ESG factors. It is proven that enterprises with a high level of ESG compliance demonstrate increased financial efficiency, reduced reputational risks, and long-term economic security. The results obtained have practical significance for business, the educational environment, and further scientific research in the field of sustainable development.