Klaipėdos universitetas

The research aims to update the corporate marketing role in promoting sustainability. The study is based on the assessment of today’s economic, ecological, and social responsibility issues, as well as public issues associated with the development of sustainability. The following scientific research methods have been applied in the research: analytical, comparing, graphical, statistical and surveillance methods. The authors have studied sustainability issues, i.e., economic, environmental and social, in the world and particularly in Latvia, as well as their impact on public welfare. In research, there was chosen and analysed the Latvian food retail industry, which makes a significant contribution to the economy of the trade sector. Companies, which take on social responsibility, should focus in their activities on the education of consumers. Using marketing communications, they can educate their consumers about ecological characteristics of products and their environmental impact on the public health, i.e., composition of products, acquisition, storage, use and disposal possibilities, also putting great emphasis on the Latvian products. Thus, companies can support the domestic market and promote sustainable development of the Latvian economy in general.

The author of the article, by way of applying theoretical analysis and using empirical evidence, as well as by analysing international documents ratified by the Seimas of the Republic of Lithuania, the laws in force, and the resolutions of the Government, argues that a prerequisite for the success in building a well fare state is sustainable development of society. The aspiration of sustainable development is a challenge not only to the interaction of the economic, ecological, and social systems, but also to the interaction of sub-systems within said systems. The deficit of sustainable development in the social system destroys the structure of the society, creates prerequisites for the discrimination of some social groups, for the marginalisation of social groups, and for the rise of social exclusion. The increasing level of social exclusion poses a threat to national stability and security, therefore, it is important to timely identify the causes of the rise of social exclusion and, by removing them, to eliminate the preconditions for the formation of crisis situations.