Leveraging Agenda 2063 for Sustainable Marketing: Innovation, Social Impact, and Economic Growth in Africa
Gugulethu Zandisiwe Mhlanga 
& Andrisha Beharry-Ramraj
Issue: Vol.6 No.5 Issue Article 9 pp. 484 – 498
DOI: https://doi.org/10.38159/ehass.2025659 | Published online 11th April, 2025
© 2025 The Author(s). This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
Sustainable marketing has become increasingly relevant in the development context of Africa. Agenda 2063 focuses on fostering inclusive economic growth, enhancing social welfare, and promoting environmental sustainability across the continent. Despite the promising opportunities outlined by Agenda 2063, businesses across Africa face significant challenges in developing sustainable marketing strategies that align with the economic, social, and environmental goals of the framework. There is a lack of widespread adoption of sustainable marketing across the continent. Therefore, this study aimed to explore how sustainable marketing strategies can support the economic, social, and environmental goals of Agenda 2063, further identifying challenges and opportunities for African businesses in aligning these strategies with both Agenda 2063 and the SDGs. This was achieved by using a desktop research method where secondary data was collected through publications on electronic databases using keywords that were relevant to the study. It was found that sustainable marketing strategies can support the economic, social, and environmental goals of Agenda 2063 through innovative and socially responsible marketing initiatives; technological advancements; sustainable marketing strategies; and promoting environmentally sustainable products and services. Furthermore, the challenges, identified by this study, were resource constraints, poor governance, and poor infrastructure. The opportunities were collaboration, investment in infrastructure, and adherence to the principles of Agenda 2063. It was recommended that companies seeking to enter or expand into African markets while adhering to the goals of Agenda 2063 must prioritize sustainability by adopting innovative and socially responsible marketing strategies.
Keywords: Sustainable Marketing, Africa Agenda 2063, Regional Integration, Corporate Social Responsibility, African Business Strategies
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Gugulethu Zandisiwe Mhlanga is a Honours student at Department of Management and Entrepreneurship, Faculty of Law and Management, University of KwaZulu-Natal, Durban, 3629, South Africa. Email: guguzandimhlanga@gmail.com
Dr. Andrisha Beharry-Ramraj is a Senior lecturer at Department of Management and Entrepreneurship, Faculty of Law and Management, University of KwaZulu-Natal, Durban, 3629, South Africa. Email: beharrya@ukzn.ac.za
Mhlanga, Gugulethu Zandisiwe, and Andrisha Beharry-Ramraj. “Leveraging Agenda 2063 for Sustainable Marketing: Innovation, Social Impact, and Economic Growth in Africa,” E-Journal of Humanities, Arts and Social Sciences 6, no.5 (2025): 484 – 498. https://doi.org/10.38159/ehass.2025659
© 2025 The Author(s). Published and Maintained by Noyam Journals. This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
