Abstract
Sustainable development is characterised as condition in which the elements of the global ecosystem are balanced. All organizations and individuals who form the global community should try to achieve this state. Sustainable development has become one of the most important global challenges in the 21st century. It is a long-term process that affects the environment, the economy and society at local or global level. It is essential to observe sustainability principles for companies in globalizing markets. Corporate identity is a process of identification of company. The elements of corporate identity are interconnected, and their creation should have a clear concept and strategy. The main goal is to create an original identity that distinguishes the business from the competition. If a business wants to be competitive, it must respect and apply the principles of the global environment, for example sustainable development. The purpose of article is to point out the background of sustainable development and corporate identity and the importance of these two areas for businesses in the context of globalization. Research is based on secondary findings from Sustainable Society Foundation and we used comparative analysis. We found out that some indicators in terms of sustainability needs to be improved.
Highlights
Marketing is one of the most constantly changing and developing issues currently [1]
It is important to point out corporate social responsibility (CSR) that is as an essential aspect of corporate identity
It is important to analyse the current impact of sustainable development mechanisms on the economy [22]
Summary
Marketing is one of the most constantly changing and developing issues currently [1]. Already in the early 1970s, society began to realize more deeply that natural resources are exhaustible, and as their consumption increases in any respect, the question arises as to whether uncontrollable growth can be sustained in the long term It is the growth of the business as an economic entity, and the unsustainable growth of the population of some countries, the economy, the growth of consumption, or the pollution of nature. Corporate responsibility means setting business processes in line with sustainability, with respect to the environment and society. It should be monitoring and reducing the negative impacts of business on the environment, for example production of ecological products, waste recycling, protection of natural resources, use of alternative energy sources and others. The second part consists of secondary analysis of Sustainable Society Index (SSI) of The Visegrad Group (V4)
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