Citation:

Elismara Valeriano dos Santos, Izaias Dantas Lima, Ramon Chalhoub, Gustavo da Cruz. "ESG Practices and Digital Marketing in the Context of Consumer 4.0: Analysis of Nubank's Strategies" International Research Journal of Economics and Management Studies, Vol. 3, No. 7, pp. 345-351, 2024.

Abstract:

The article explores the convergence of ESG (Environmental, Social, and Governance) principles and digital marketing within the framework of Consumer 4.0. It emphasizes how integrating ESG practices with digital marketing strategies can positively impact consumer perception, enhance companies' competitive edge, and foster sustainable and ethical development in today's market. Employing a descriptive approach, the article scrutinizes Nubank's strategies by analyzing its presence across social networks (Facebook, Instagram, Twitter, YouTube) and other documented sources. The research also assesses Nubank's social responsibility initiatives, underscoring the company's commitment to reinforcing its values among employees and followers alike. This approach not only bolsters customer trust but also underscores the company's responsibility to safeguard sensitive information amid an increasingly intricate and interconnected digital landscape.

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Keywords:

Consumer 4.0, ESG, Digital Marketing, Nubank Strategies.