["Corporate Social Responsibility and Environmental Management, Volume 33, Issue 2, Page 1656-1670, March 2026. ", "\nABSTRACT\nThis qualitative study explored how large companies use social and environmental marketing to boost results in adverse scenarios, analyzing interviews with marketing managers and public documents. The findings reveal distinct strategies. To attract investors, environmental, social, and governance (ESG) communication is targeted at limited‐reach channels, demonstrating that such practices reduce operating costs and improve financial results, attracting capital for innovation. This practice makes it difficult to attract value‐focused investors. For consumer sales, success occurs by combining broad‐reach campaigns with consultants who justify premium prices or by associating products with relevant social causes (e.g., women's self‐esteem), which allows for higher prices and increased sales. A critical challenge is influencing “disengaged consumers,” who prioritize traditional attributes. This preference generates apprehension regarding actions that could jeopardize the company's image and profits, hindering innovation. The managerial implications suggest better communication for investors and cautious strategies for disengaged consumers.\n"]