Arapova Natalia P.

The article focuses on sustainable marketing, which incorporates sustainability objectives into brand strategies and is becoming more significant as customers actively choose businesses that prioritize social responsibility and the environment, even if doing so may result in higher expenses. The article highlights that countries have different approaches to implementing sustainable marketing, influencing their semantic content and application strategies. The fundamental contradiction of sustainable marketing also takes on different forms depending on the nation’s unique socioeconomic development. Due to the late start of its implementation, the blind imitation of Western practices without considering local peculiarities, the lack of environmental awareness, and economic instability, sustainable marketing in Russia faces significant obstacles. Despite these challenges, the area’s development potential is still substantial because of the growing interest of youth in environmental issues and the gradual adjustment of businesses to new circumstances. The author concludes that studying the characteristics of implementing contemporary sustainable marketing techniques will facilitate the overall strategy for sustainable development.