SUSTAINABLE MARKETING IN THE CONTEXT OF GLOBAL TRANSFORMATIONS

Abstract

This article examines the transformation of marketing approaches in the context of global changes and mounting external challenges, including climate change, social polarization, economic instability, and widespread digitalization. It conceptualizes «sustainable marketing» and systematizes key factors determining marketing sustainability in contemporary conditions. Sustainable marketing is analyzed as a framework integrating business economic objectives with social responsibility and environmental awareness. The study also explores sustainable development practices implemented by domestic companies. The article identifies factors driving shifts in consumer behavior and shaping brand strategies, notably digitalization, climate-related challenges, and ethical consumption. It defines strategic imperatives for modern enterprises and directions for marketing development based on contemporary approaches to value creation. Key drivers motivating companies to adopt environmentally responsible strategies are examined, emphasizing environmental responsibility as a strategic imperative and the necessity of applying international standards, including the Global Reporting Initiative (GRI). Strategic guidelines for sustainable marketing development under globalization are presented, highlighting innovative approaches to long-term value creation. The study underscores the importance of environmentally friendly technologies, energy and water conservation, development of «green» product assortments, reduction of plastic use, and implementation of waste separation programs. Attention is given to enhancing consumer environmental awareness through information campaigns, transparency in sustainability reporting, and cooperation with environmental organizations. Finally, the article stresses that sustainable marketing strategies should aim not only at greening production but also at improving local community well-being and engaging employees in volunteer initiatives. The study justifies sustainable development as a marketing tool enabling enterprises to build a positive image, strengthen competitive advantages, and attract customers in the long term. Future research is expected to explore the role of digital technologies in sustainable marketing and develop clear indicators for evaluating ESG initiatives, with particular focus on the Ukrainian context and its specific challenges.