Вплив сталого розвитку на зміни в застосуванні маркетингових комунікацій

Abstract

В статті висвітлено сучасні маркетингові комунікації, які використовуються міжнародними компаніями внаслідок поширення програмних засад Організації Об’єднаних Націй (скорочено ООН) у сфері сталого розвитку. Визначені країни, які є лідерами в рамках реалізації цілей сталого розвитку за основними складовими (екологічною, соціальною та економічною). Виділено перелік компаній, які забезпечують досягнення зазначених цілей за допомогою участі в екологічних, соціально-економічних програмах. Висвітлено склад маркетингових комунікацій, якими користуються зазначені ринкові учасники для підтримання попиту і довіри серед партнерів, клієнтів стосовно курсу на сталий розвиток. Доведено, що в рамках маркетингової політики компанії керуються як традиційними підходами (звичайні види реклами, просування в мережі Інтернет, на виставках), так і такими, які поєднують традиційні та специфічні елементи.

The article highlights the modern marketing communications used by international companies as a result of the spread of the UN program principles in the field of sustainable development. The countries that are leaders in the implementation of sustainable development goals by the main components (environmental, social and economic) are identified. Among these leading countries are, in particular: Sweden, Denmark and Finland. It is established that China, which is the leader of economic growth in the world, does not ensure the achievement of these UN goals. As for Ukraine, the existence of sufficiently acceptable positions in this area (37th place in the world) was established. We state that this result is largely due to the course of the country, its business entities to achieve environmental, social and economic results. In the period of post-war recovery, Ukrainian business will face the task of strict compliance with these UN goals and declaring them in marketing promotion programs. The list of companies that ensure the achievement of these goals through participation in environmental, socio-economic programs is highlighted. It is established that most of the presented companies-leaders in this field are focused on the production of renewable energy, equipment for it, energy-efficient management of housing and communal services of territories, operations in the field of waste recycling (including industrial). The article also identifies companies involved in the oil and gas, processing and mining, light, food and chemical industries, which declare sustainable development goals in the field of ecologization and define a guideline for them in the provisions of marketing communications. The composition of marketing communications used by these market participants to maintain demand and trust among partners and customers regarding the course towards sustainable development is highlighted. It is proved that within the framework of the marketing policy, companies are guided by both traditional approaches (conventional types of advertising, promotion on the Internet, at exhibitions) and those that combine traditional and specific elements (tasting programs, in the context of which the support of ecology, decent treatment of labor at the enterprises of the enterprise whose products are evaluated, the positive impact on health and beauty from its consumption, advertising of their own channel in social networks using hashtags in the field of sustainable development goals).