Sustainable marketing in the context of digitalization

n the 21st century, sustainable development has become one of the leading concepts in management theory and practice. Its main goal is a harmonious combination of economic growth, social progress, and environmental safety to ensure the well-being of current and future generations. In this context, marketing is no longer just a sales tool. It is becoming a vital management function aimed at shaping a socially responsible consumption model, stimulating sustainable innovation, and maintaining long-term relationships with stakeholders. It is important to emphasize that the tasks and functions of sustainable marketing are implemented at different levels of management - from global to local, from strategic to operational. The article examines the evolution of marketing approaches under the influence of the concept of sustainable development; provides an interpretation of the concept of “sustainable marketing†; considers the goals and objectives of sustainable marketing at different levels of management; characterizes the “4P†complex of sustainable marketing; defines the functions of sustainable marketing at the enterprise level; outlines the key opportunities for sustainable marketing in the context of digitalization. Key objectives of the sustainable marketing system: developing products based on the principles of eco-design and sustainable business models; ensuring transparency of information on the origin of products and their environmental impact; creating a culture of responsible consumption; building long-term relationships with stakeholders; creating an image of a responsible company and brand. The main trends in developing the sustainable marketing system are digitalization, increasing consumer demands for ethical brands, growing popularity of eco-innovations, spread of green certification practices and sustainability standards, and integration of ESG (Environmental, Social, and Governance) factors into business strategies. A business that properly integrates sustainable marketing into digital strategies today can build deep trust and emotional connection with customers, which will become the main competitive advantage in the future world.