Incorporating Sustainable Development Goals (SDGs) into Marketing Strategies: A Path to Business Growth and Global Impact

This article looks at the unification of the United Nations' Sustainable Development Goals (SDGs) and modern marketing concepts. It considers how it is possible to link businesses' quests for profit with addressing social issues such as poverty reduction, social equity, decent work conditions and responsible consumption. The paper uses a data-driven approach and case studies that exemplifies the conflict between effective brand strategies and SDG marketing to provide evidence that such alignment also attributes brand benefits, and eventually translates into business expansion. The paper also looks at the major limitations of SDG marketing, including how to avoid greenwashing and lack of transparency, and recommends how companies can manage these issues.