The thesis examines the integration of ESG (Environmental, Social, and Governance) factors into marketing communications, which is becoming increasingly important in today’s business environment. Due to the growing global consumption of natural resources and worsening environmental issues, sustainability is becoming a crucial factor for companies. They must not only comply with legal requirements but also respond to the pressures of stakeholders, consumers, and the broader society for more responsible conduct. The thesis focuses on a case study of Mastercard Slovenia, which incorporates ESG factors into its marketing strategies to enhance social and environmental responsibility and strengthen relationships with consumers. The research is conducted through a case study that investigates which ESG factors Mastercard includes in its communication activities. Key findings show that Mastercard actively integrates various ESG factors into its marketing communications, which is based on their global strategy and aligns with current trends in sustainable communication. The key findings emphasize the importance of a comprehensive approach to marketing, which includes responsible environmental behavior, support for social justice, and transparent governance. This approach allows companies to better respond to the expectations of modern consumers and create long-term value for all stakeholders.
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