Implementation of ESG strate­gy when building brands in the Belarusian market

  • Haozhen Liu Belarusian State University, 4 Niezaliezhnasci Avenue, Minsk 220030, Belarus
  • Liubou G. Duktava Belarusian State University, 4 Niezaliezhnasci Avenue, Minsk 220030, Belarus

Abstract

The article discusses the experience of implementing ESG strategy of companies operating in the Belarusian market, aimed at solving environmental, social, and corporate governance problems. Among the main directions of the implemented ESG projects were ecology (measures aimed at reducing the impact on the environment through the use of energy-efficient systems for servicing communication networks and reducing the carbon footprint), inclusion, improving digital literacy, assistance to children, as well as support and development of national culture. It is argued that the implementation of the ESG initiative involves the use of media and GR technologies. Examples from the practice of Belarusian mobile operators «A1», «MTS» and institution «ASB Belarusbank» are considered.

Author Biographies

Haozhen Liu , Belarusian State University, 4 Niezaliezhnasci Avenue, Minsk 220030, Belarus

postgraduate student at the department of communication technologies and public relations, faculty of journalism

Liubou G. Duktava, Belarusian State University, 4 Niezaliezhnasci Avenue, Minsk 220030, Belarus

PhD (philology), docent; associate pro­fessor at the department of communication technologies and public relations, faculty of journalism

References

  1. Golovishchinskii KI, editor. ESG: tri bukvy, kotorye menyayut mir. Materialy XXIII Yasinskoi (Aprel’skoi) mezhdunarodnoi nauchnoi konferentsii po problemam razvitiya ekonomiki i obshchestva; 5–22 aprelya 2022 g.; Moskva, Rossiya [ESG: three letters that change the world. Proceedings of the 23rd Yasinsk (April) international scientific conference on problems of economic and social development; 2022 April 5–22; Moscow, Russia]. Moscow: Izdatel’skii dom Vysshei shkoly ekonomiki; 2022. [Summary of the report]; p. 5–15. Russian.
  2. Batova NN, Tochitskaya IE. [Global trends and prospects for the development of ESG initiatives in Belarus]. Novaya ekonomika. 2022;2(special issue):18–26. Russian.
  3. Bobkov AV, Merkusheva UV. [Damping key threats to food security]. Society and Economy. 2022;8:72–85. Russian. DOI: 10.31857/S020736760021497-5.
  4. Vymyatina YuV, Raskina YuV, Artyukhova EV, Babkina EA. Market reforms in electricity sector: pros and cons. Higher School of Economics Economic Journal. 2022;26(3):404–428. Russian. DOI: 10.17323/1813-8691-2022-26-3-404-428.
  5. Epaneshnikov VK. Special aspects of the EU’s trade policy from the perspective of transition to green economy and climate change prevention agenda. National Strategy Issues. 2022;4:182–205. Russian. DOI: 10.52311/2079-3359_2022_4_182.
  6. Eremina OA. [Is there life after sanctions?]. RBK zhurnal. 2022;170:36–40. Russian.
  7. Inshakov AA, Egorov VG. The Asian solidarity economy model. Observer. 2022;11–12:61–79. Russian. DOI: 10.48137/ 2074-2975_2022_11-12_61.
  8. Kalabikhina IE. [The demographic explosion is already behind us]. RBK zhurnal. 2023;173:20–25. Russian.
  9. Komarcheva OS, Lysenko EA. Trade and service industry: readiness analysis for digital transformation. Bulletin of the Kemerovo State University. Series: Political, Sociological and Economic Sciences. 2020;5(3):375–386. Russian. DOI: 10.21603/ 2500-3372-2020-5-3-375-386.
  10. Korol’kov VE, Erofeeva TA. Tsifrovaya transformatsiya ekonomiki v usloviyakh geoekonomicheskoi nestabil’nosti [Digital transformation of the economy in the context of geo-economic instability]. Moscow: Prometei; 2019. 160 p. Russian.
  11. Ladykova TI. War as a global economic threat. The Review of Economy, the Law and Sociology. 2018;2:104–116. Russian. EDN: XUJVTF.
  12. Lapidus BM. Budushchee transporta. Mirovye trendy s proektsiei na Rossiyu [The future of transport. World trends with a projection on Russia]. Moscow: Prometei; 2020. 226 p. Russian. EDN: ZDGOJL.
  13. Lapidus LV, Polyakova YuM. Gig economy: the new opportunities for business digital transformation under high turbulent digital environment. Vestnik Instituta ekonomiki Rossiyskoy akademii nauk. 2022;5:23–46. Russian. DOI: 10.52180/2073-6487_2022_5_23_46.
  14. Lebedev AS. Sanctions are an instrument of economic war. Observer. 2022;11–12:53–60. Russian. DOI: 10.48137/2074-2975_2022_11-12_53.
  15. Migranyan AA. Experience of the EAEU countries. Risks and potential of a socially oriented economic policy. Observer. 2022;11–12:80–94. Russian. DOI: 10.48137/2074-2975_2022_11-12_80.
  16. Mitskevich SI. [On some trends in global e-commerce emerging under the impact of the COVID-19 pandemic]. Society and Economy. 2022;3:63–72. Russian. DOI: 10.31857/S020736760019062-7.
  17. Torkunov AV, Ryazantsev SV, Levashov VK, editors. Pandemiya COVID-19. Vyzovy, posledstviya, protivodeistviya [The COVID-19 pandemic. Challenges, consequences, counteractions]. Moscow : Aspekt-press; 2021. 248 p. Russian. DOI: 10.19181/monogr.978-5-7567-1139-4.2021.
  18. Parkhalina TG, Romanenko SA. International relations in Eastern Europe: problems, approaches and research limits. Current Problems of Europe. 2022;2:7–24. Russian. DOI: 10.31249/ape/2022.02.01.
  19. Pakhomova NV, Richter KK, Vetrova MA. Global climate challenges, structural shifts in the economy and the deve­lopment of initiative-taking strategies by business to achieve carbon neutrality. St. Petersburg University Journal of Economic Studies. 2022;38(3):331–364. Russian. DOI: 10.21638/spbu05.2022.301.
  20. Pisarchyk AS. Determination of national and foreign policy priorities of the state in the conditions of global challen­ges extension. Nauchnye trudy Respublikanskogo instituta vysshei shkoly. Filosofsko-gumanitarnye nauki. 2018;17:150–158. Rus­sian. EDN: XZAWCL.
  21. Podvoyskiy GL. Future agenda for the world of work. In: Soboleva IV, Sedlov AP, editors. Razvitie sfery truda v Rossii: istoki problem, sovremennye trendy i vyzovy globalizatsii [Development of the sphere of work in Russia: the origins of problems, modern trends and challenges of globalisation]. Moscow: Institute of Economics of the Russian Academy of Sciences; 2019. p. 82–100. Russian.
  22. Polonik SS. [Strategy for sustainable socio-economic development of the Republic of Belarus]. Novaya ekonomika. 2022;2(special issue):10–17. Russian.
  23. Pylin AG. Transformation of post-Soviet Eurasian integration under sanctions: opportunities and risks. Vestnik Instituta ekonomiki Rossiyskoy akademii nauk. 2022;6:127–141. Russian. DOI: 10.52180/2073-6487_2022_6_127_141.
  24. Sedlov AP. Impact of the COVID-19 pandemic on the formation of labor markets in Russia and the EU countries. Vestnik Instituta ekonomiki Rossiyskoy akademii nauk. 2022;2:9–26. Russian. DOI: 10.52180/2073-6487_2022_2_9_26.
  25. Sugaipov DR. Forecasting consumption using the consumer confidence index in Russia. Moscow University Economics Bulletin. 2022;2:45–70. Russian. DOI: 10.38050/01300105202223.
  26. Fradkov ME. Geopolitics of Europe: former models in the new reality. National Strategy Issues. 2022;4:11–30. Russian. DOI: 10.52311/2079-3359_2022_4_11.
  27. Shtol VV. Sanctions as a tool of neo-colonialism. Vestnik Universiteta prokuratury Rossiiskoi Federatsii. 2021;6:142–152. Russian. EDN: AZDCDJ.
  28. Airapetova AG, Grega VM, Popov KI, Shchelkanov AA. ESG-transformatsiya proizvodstvennykh predpriyatii [ESG transformation of manufacturing enterprises]. Saint Petersburg: St. Petersburg State University of Economics; 2023. 227 p. Russian. EDN: KXWMCL.
  29. Chulukov AD, Vorotnikov AM. GR-management tools for implementing ESG transformation. Zhurnal sotsiologiches­kikh issledovanii. 2022;7(1):38–47. Russian. EDN: MWWGYY.
Published
2024-04-01
Keywords: brand, communication campaign, ESG project, media relations, mass media, global trends
How to Cite
Liu , H., & Duktava, L. G. (2024). Implementation of ESG strate­gy when building brands in the Belarusian market. Journal of the Belarusian State University. Journalism, 1, 57-64. Retrieved from https://journals.bsu.by/index.php/journalism/article/view/5815
Issue
No 1 (2024): Journal of the Belarusian State University. Journalism
Section
Media Strategies and Tactics

Copyright (c) 2024 Journal of the Belarusian State University. Journalism

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The authors who are published in this journal agree to the following:

  1. The authors retain copyright on the work and provide the journal with the right of first publication of the work on condition of license Creative Commons Attribution-NonCommercial. 4.0 International (CC BY-NC 4.0).
  2. The authors retain the right to enter into certain contractual agreements relating to the non-exclusive distribution of the published version of the work (e.g. post it on the institutional repository, publication in the book), with the reference to its original publication in this journal.
  3. The authors have the right to post their work on the Internet (e.g. on the institutional store or personal website) prior to and during the review process, conducted by the journal, as this may lead to a productive discussion and a large number of references to this work. (See The Effect of Open Access.)