The new millennium and the various crises that society witnessed and is still witnessing today is reshaping the whole business landscape. Marketing theory and practice play a decisive role in understanding changing consumption patterns and developing new business models. To effectively enable new strategies, companies must embrace innovations in research and product development, and sustainable business practices in manufacturing and distribution, while complying with regulations.

Innovation plays a focal role in the sustainability journey of firms. As markets become more competitive and global challenges intensify, innovative solutions become imperative for addressing sustainability issues. Firms that create a sustainability culture, embrace technological advancements, invest in research and development, and foster a culture of creativity, are better positioned to develop sustainable products, services and business models. Marketing research demonstrated that innovation in sustainability extends beyond product design, encompassing every aspect of a firm’s operations, from supply chain optimization to the development of circular economy initiatives and the promotion of mindful consumption. Such innovations not only enhance a firm’s competitive advantage but also contribute to broader societal well-being.