Socially Responsible Business as a Requirement of Time: Individual and Organizational Dimension

The article explores the logic of the emergence and differentiation of the paradigm of socially responsible business. Both individual and organizational measurements of the problem are highlighted. The explicit and latent factors of influence on the problem situation on a global scale and possible options for its solution, taking into account the experience of developed countries, are considered. It is noted that an effective solution of social and environmental issues involves the application of joint efforts of representatives of the state, business, civil society, scientific community, leaders of public opinion, etc. The expediency of typology of socially responsible business is substantiated, in particular, the American, European and Asian models are highlighted. At the same time, it is noted that there is also the possibility of singling out other universal system-forming criteria for typologization of socially responsible business, namely external and internal. The relevance and heuristic potential of these approaches for the sustainable development of modern Ukrainian society is indicated. Taking into account socially differentiating factors, the generational dimension of this problem is briefly covered i.e., the perception of socially responsible business through the prism of mass consciousness, especially youth. It is noted that in a global society, such practices are especially favored by millennials, perhaps due to their somewhat romantic worldview and developed social marketing, which is quite common in countries with a high human development index. At the same time, the paradigm under study emphasizes successful practices in the application of event marketing as certain derivatives for the implementation of social marketing. Particular attention is paid to social, scientific, legislative practices on research and implementation in the daily life of environmental marketing, the content and characteristic derivatives of which in the developed world have become a "visit card" of modern socially responsible business. The situation regarding socially responsible business in Ukraine is analyzed. It is noted that both external and internal businesses of this kind are of the utmost importance in Ukrainian society. Such initiatives allow, on the one hand, partially solving the most pressing social, environmental, economic problems of national and global scale, to focus on them the attention of the public opinion, and on the other – to effectively capitalize a commercial brand, but only if its representatives will sincerely and systematically use the basic principles and values of socially responsible business.