ESG 2.0 IN INTERNATIONAL MARKETING PR: GLOBAL SUSTAINABLE DEVELOPMENT STRATEGY AND LOCAL ADAPTATION

Abstract

This article explores the transition from CSR to ESG 2.0, highlighting its strategic role in international marketing and PR. It emphasizes the necessity of a “glocal” strategy, where global sustainable goals are adapted to local needs. The study addresses communication challenges like greenwashing, advocating for transparent PR to maintain stakeholder trust. Finally, it analyzes the alignment of Ukrainian corporate practices with EU standards, noting the structural changes required for compliance and long-term resilience.

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