(2024) Sadchenko, Olena V.; Садченко, Олена Василівна
Amidst the global push towards sustainable development, marketing strategies are undergoing profound transformations. This paper explores the nuances of marketing in the context of convergence with sustainable development goals. It examines how businesses are recalibrating their marketing approaches to align with environmental, social, and governance (ESG) criteria, and how these changes are reshaping consumer behavior, corporate responsibilities, and market dynamics.
Drawing on a comprehensive review of literature and case studies, the study illuminates the challenges and opportunities that arise from this convergence. It underscores the imperative for marketers to adopt a holistic and ethical approach, integrating sustainability principles into every facet of their strategies. The paper further discusses emerging trends, innovative practices, and the pivotal role of consumer awareness and education in driving sustainable marketing initiatives.