SUSTAINABLE MARKETING AND THE USE OF NEW TECHNOLOGIES

Abstract

Sustainable marketing has emerged as a strategic response to growing environmental, social, and ethical concerns in contemporary business practices. This approach integrates sustainability principles into marketing strategies, aiming to promote responsible consumption and corporate transparency. Over time, sustainable marketing has evolved from isolated social responsibility actions to comprehensive, long-term strategies embedded in organizational planning. Technological advances such as digital platforms, big data, and artificial intelligence have significantly increased the reach and effectiveness of these initiatives, enabling better traceability, consumer engagement, and resource efficiency. As companies increasingly adopt sustainable practices, such as circular economy models, ethical production, and eco-friendly innovation, they face a number of market challenges, including implementation costs, stakeholder resistance, and risks related to greenwashing. Despite these barriers, sustainable marketing, supported by technological innovation and ethical commitment, presents a viable path to align business performance with broader environmental and social objectives. When adopted in a genuine and well-structured manner, it strengthens the corporate image, meets the expectations of more conscious consumers and contributes to a more balanced and fair future.