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.