As corporate sustainability initiatives have gained traction, marketing strategies under the banner of environmental, social, and governance (ESG) principles have proliferated. However, a concerning trend has emerged wherein organizations disproportionately emphasize the environmental (’E’) dimension while neglecting the social (’S’) and governance (’G’) aspects. This practice, often termed ”greenwashing,” poses significant risks to both marketing efficacy and genuine ESG progress.

This paper examines the pitfalls of this selective ESG marketing focus through the lenses of consumer scepticism, regulatory scrutiny, and organizational misalignment. Synthesizing insights from recent scholarly works and industry reports, we underscore the imperative for a holistic and authentic ESG marketing approach that upholds all three pillars. Ultimately, we contend that only through balanced ESG integration can organizations safeguard marketing credibility, cultivate consumer trust, and drive meaningful sustainability transformations.

The scepticism of customers toward corporate sustainability claims has intensified, particularly amid perceived greenwashing attempts. Research indicates that when organizations present an imbalanced ESG narrative emphasizing environmental achievements while downplaying social and governance aspects, consumers are more likely to view these efforts as disingenuous and self-serving, eroding trust and brand credibility [Torelli et al., 2020; Bhattacharya & Sen, 2004]. Furthermore, consumers are adept at detecting incongruities between an organization’s rhetoric and its actual practices, potentially leading to negative brand perceptions and backlash when environmental marketing claims contradict questionable social or governance conduct [Marquis et al., 2016].

Regulatory bodies are also increasing scrutiny over the accuracy and completeness of ESG disclosures and marketing claims. The U.S. Federal Trade Commission has actively targeted misleading environmental marketing, while the Securities and Exchange Commission is proposing rules mandating comprehensive ESG reporting, including social and governance metrics [SEC, 2022]. Firms with imbalanced ESG practices face heightened risks of regulatory action, fines, and shareholder litigation [Delmas et al., 2013].

Moreover, the selective ’E’ focus in ESG marketing can perpetuate organizational misalignment and hinder effective sustainability integration. Research demonstrates that companies pursuing holistic, integrated ESG strategies encompassing all three dimensions outperform peers with isolated environmental initiatives, experiencing operational efficiencies, financial outperformance, and superior long-term value creation [Ioannou & Serafeim, 2019; Edmans, 2011]. A fragmented approach undermines an organization’s ability to attract top talent, foster innovation, and achieve genuine sustainability impacts across environmental, social, and governance domains.

To overcome these pitfalls, organizations must adopt a holistic and authentic ESG marketing strategy aligned with comprehensive sustainability practices, transparent reporting, stakeholder engagement, aligned executive incentives, and cross-functional collaboration. This entails integrating environmental stewardship with robust social responsibility and ethical governance initiatives, embracing recognized ESG reporting frameworks, actively soliciting stakeholder input, tying leadership compensation to measurable ESG metrics, and cultivating specialized ESG marketing expertise.

By upholding all three pillars of ESG, organizations can enhance marketing credibility, mitigate greenwashing risks, and drive meaningful sustainability progress. This paper underscores the criticality of balanced ESG integration, contending that only through a holistic approach can businesses leverage the full potential of sustainability to create long-term value for stakeholders and catalyse positive environmental, social, and governance impacts.