MARKETING STRATEGIES OF STARTUPS IN THE SPHERE OF "GREEN ECONOMY": CHALLENGES AND PROSPECTS

Abstract

The article examines the development of startups that implement environmental solutions in various sectors of the economy. It is determined that in today’s world, environmental challenges are becoming increasingly acute, forcing the international community to reconsider approaches to economic development. The depletion of natural resources, climate change, environmental pollution, and economic instability are driving countries to introduce new economic models focused on sustainable development. In response to these challenges, the concept of a “green” economy has emerged, which is based on the principles of environmental efficiency, social justice and technological innovation. It is substantiated that due to their dynamism, technological potential and innovative approach, startups contribute to reducing the ecological footprint of production, improving resource efficiency and introducing alternative energy sources. The author examines the main advantages of startups in the green economy, in particular, the following: rapid introduction of technologies – new enterprises have the opportunity to test and implement innovations without significant bureaucratic restrictions; use of the latest technologies – artificial intelligence, Internet of Things (IoT), blockchain and Big Data help to optimize production processes and reduce environmental impact; flexibility and adaptability – startups can quickly change their business models in response to market needs and environmental challenges; attracting green investments – the global market is increasingly focused on environmentally responsible projects, which helps to attract capital to startups operating in the field of eco-technologies. It has been proven that the development of green startups is impossible without effective marketing strategies that help attract customers, build trust, and promote environmentally responsible products and services. It is established that Ukraine has significant potential for the development of a green economy, but its implementation requires a comprehensive approach. The article proves that the development of green startups is impossible without effective marketing strategies that help attract customers, build trust, and promote environmentally responsible products and services. It is established that Ukraine has significant potential for the development of a green economy, but its implementation requires a comprehensive approach. The development of green startups is impossible without effective marketing strategies that help attract customers, build trust and promote environmentally responsible products and services. The main methods of promotion in this area are Content marketing – creation of high-quality informational content explaining the environmental value of the product (articles, videos, blogs, case studies, podcasts); social media and collaboration with influencers – popularization of green initiatives through Instagram, TikTok, YouTube and LinkedIn; guerrilla marketing – creative marketing campaigns that do not require large budgets (viral videos, interactive promotions, flash mobs); Email marketing – personalized offers and automated series of emails to increase customer interest; data analysis and optimization of marketing campaigns – the use of analytical tools to improve the effectiveness of advertising and promotion.