Innovación en estrategias de marketing sostenible en PYMES de Latacunga: Una vía hacia la resiliencia competitiva frente a los desafíos del cambio climático

The influence of climate change on the business environment demands that small and medium-sized enterprises (SMEs) develop innovative marketing approaches to ensure their resilience and sustainability. In this context, this study focuses on SMEs in Latacunga, Ecuador, exploring how they address environmental challenges by integrating sustainable practices and leveraging digital technology as a driver of competitive differentiation. Through a qualitative analysis based on business testimonials and a review of relevant documentation, key adaptation strategies were identified, such as intensive use of social media, educational campaigns on responsible consumption, and the development of loyalty programs focused on sustainability. Companies are turning to digital channels such as Facebook, Instagram, and WhatsApp Business to communicate their environmental commitment and engage conscious consumers, in addition to implementing concrete actions such as adopting recycled materials and renewable energy. However, significant obstacles persist, including a lack of equitable access to sustainability training, limited financing for sustainable investments, and poor coordination between companies and public or academic stakeholders. These challenges hinder the consolidation of an environmentally responsible business culture fully aligned with global trends in social responsibility. The study concludes that, to better address the challenges of climate change, SMEs must strengthen strategic alliances, invest in environmental education and digitalization, and integrate sustainability as a core component of their value proposition, thus ensuring their competitiveness and long-term viability.