Marketing Sustainable Investment in a greenwashed world
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School of Business | Master's thesis
Yrittäjyys ja innovaatioiden johtaminen
AbstractThe 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.
Thesis advisorBhatnagar, Kushagra
greenwashing, sustainable investments, marketing, branding, sustainable financial technology