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EMAC 2021 Annual Conference


Sustainable Marketing in banking sector. The case of Santander in Spain
(A2021-94756)

Published: May 25, 2021

AUTHORS

Anna Bajo, ESIC Business & Marketing School; David Curbelo, Universidad Europea de Canarias

ABSTRACT

Sustainability has been gaining presence in banks throughout this century, in response to the incremental information provided in their non-financial reports. However, when we look at how they create, offer and market their products and services, the presence of Sustainability becomes less explicit. Social and environmental concerns complement the economic dimension of the Sustainability’s Triple Bottom Line. The aim of this paper is to contrast, through a exploratory analysis, whether this integrated approach to Sustainability is present in the different dimensions of the 7P's of marketing that are addressed in banking, for the specific case, here, of Santander bank. The results show the limited presence of Sustainability on the commercial website of the financial entity, mainly restricted to some products designed to attract sustainable savings and investment. Other dimensions of 7P’s have hardly integrated sustainable marketing yet, in contrast to the greater weight non-financial reports are gaining.