GUERILLA MARKETING IN THE PRISM OF SUSTAINABILITY

This paper examines the intersection of guerrilla marketing and sustainability, focusing on how unconventional marketing strategies can foster environmentally and socially responsible business practices. Guerrilla marketing is defined by its creative, low-cost tactics that enable brands to engage consumers in impactful ways without requiring significant resource expenditures. This approach not only challenges traditional marketing paradigms but also aligns with the growing consumer demand for sustainability. The paper provides a comprehensive overview of guerrilla marketing, traditional marketing, and sustainable marketing, highlighting their key characteristics and differences. Traditional marketing often relies on established, high-budget strategies, while guerrilla marketing thrives on innovation and resourcefulness. In contrast, sustainable marketing emphasizes long-term ecological balance and social responsibility, integrating these values into all aspects of a business’s operations. As businesses increasingly prioritize sustainability, the future of guerrilla marketing appears promising. By leveraging its inherent creativity, guerrilla marketing can create memorable consumer experiences that resonate with environmentally conscious audiences. This paper seeks to answer critical questions about the potential for guerrilla marketing to evolve within a sustainable framework, exploring how brands can harness its principles to foster positive social and environmental outcomes. Ultimately, the findings suggest that when executed thoughtfully, guerrilla marketing can not only drive brand engagement but also contribute significantly to the broader goals of sustainability and responsible business practices.