ESG COMMUNICATION STRATEGIES IN THE ENERGY SECTOR:ADVANTAGES AND DISADVANTAGES OF ENGAGING INFLUENCERS AND SOCIAL ACTORS. A SOCIOLOGY OF DEVELOPMENT PERSPECTIVE

Monika Żak; Adam Sojka

doi:10.46763/

Authors

Monika Żak
Adam Sojka

DOI:

https://doi.org/10.46763/

Keywords:

ESG, SLO, CSR, communication, renewable energy sources

Abstract

The global energy transition requires not only technological progress but
also a profound shift in how energy companies communicate their
environmental and societal impacts. As Environmental, Social, and
Governance (ESG) criteria become an industry standard, the methods of
communicating these strategies are evolving. This article analyzes the
effectiveness of various communication models used by energy
companies, with a particular focus on the growing trend of utilizing
influencers and social actors to support ESG initiatives. The study is
qualitative and examines the advantages and disadvantages of this
approach, using several illustrative examples. Building on the
„researcher-manager” perspective, the author explores how energy
companies can balance traditional reporting with modern actor-based
communication. The findings suggest that while influencers can be
powerful catalysts for social change, their role must be rooted in
transparency and aligned with the company’s actual social performance.

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