Communication Strategies of ESG Narratives in Multinational Corporations: A Case Study of L'Oréal's ESG Communication in the Chinese Market
Abstract
With the in-depth promotion of the concept of sustainable development and the continuous implementation of China's "dual carbon" goal, environment, society and governance (ESG) has become an important part of enterprises to enhance brand value and market competitiveness. In this context, how multinational enterprises carry out ESG communication in combination with the Chinese market environment has become an important issue in brand communication research. Based on ESG communication theory, localization communication theory and brand identity theory, this paper studies the communication strategies of L'Oréal's environmental responsibility, female empowerment communication, public welfare communication and localization communication. The study found that L'Oréal effectively realized the local communication of ESG concept and brand value building through the localized operation of social media platforms, the expression of culturally adaptive content and the emotional and young communication mode, and enhanced consumers' brand identity and trust. This paper helps to enrich the research perspective of ESG communication and provide reference for multinational enterprises to carry out sustainable development communication practices in the Chinese market.
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