Marketing Sustainable Investment in a greenwashed world

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Journal Title
Journal ISSN
Volume Title
School of Business | Master's thesis
Date
2022
Major/Subject
Mcode
Degree programme
Yrittäjyys ja innovaatioiden johtaminen
Language
en
Pages
56+13
Series
Abstract
The world of sustainable investing is on the rise but is negatively affected by greenwashing. The lack of universally accepted regulatory systems and divergent ESG ratings on various platforms leave plenty of room for misinformation. Further, the information needed to invest sustainably is substantial and scattered. Hence, the sustainable investments industry has been suffering because the depth of research required by individual investors to make educated decisions seems to be overwhelming. This research explores how the theories and methodologies of entrepreneurship can be combined with brand and marketing to create a more effective communication strategy for a sustainable financial technology start-up to help them better facilitate educated decisions and establish trust among their (target) users. The research was conducted with a young financial technology start-up, “Lehti by Bankify”, and the project ended with a formulation of a set of suggestions that could be applicable to any fintech start-up seeking ways to communicate their value proposition and impact generated to their audience in a coherent and digestible manner.
Description
Thesis advisor
Bhatnagar, Kushagra
Keywords
greenwashing, sustainable investments, marketing, branding, sustainable financial technology
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