Systemic Management of Digital Marketing in the Conditions of an Unstable Global Environment and Transformation of Consumer Values

The article substantiates the relevance of applying a systems approach to digital marketing management in today’s unstable global environment. It proposes integrating systems thinking into marketing strategies to effectively address VUCA and BANI challenges. Special focus is given to rethinking digital content as a key communication element that creates emotional bonds with consumers in times of crisis. Based on a survey of over 100 B2C respondents during the war in Ukraine, rising importance of security, trust, psychological support, and social responsibility was revealed. The paper highlights tools for emotional adaptation in digital marketing, including personalization, socially relevant narratives, ethical analytics, and innovative communication formats. The findings may guide adaptive business strategies in highly unstable conditions and serve as a basis for further post-crisis market research.