The role of marketing in achieving the sustainable development goals

Abstract

The modern world faces many challenges in the field of sustainable development, including climate 
change, depletion of natural resources and social inequality. In such conditions, marketing is focused not only on 
commercial goals, but also on environmental and social responsibility. Kazakhstan, striving to become one of the 50 
competitive countries in the world, is actively implementing the principles of sustainable development, including 
elements of sustainable marketing. However, the implementation of this concept in Kazakhstan is fraught with a 
number of difficulties and requires an integrated approach. The article examines the concept of sustainable 
marketing and its importance for achieving the Goals of sustainable Development in Kazakhstan. The main aspects 
of sustainable marketing, including environmental, social and economic components, were analyzed. The main 
problems of the introduction of sustainable marketing in Kazakhstan are identified, such as low consumer 
awareness, "green camouflage", high cost of environmentally friendly goods, weak government support, and 
recommendations are given by the authors to overcome them.